Leftovers is our look at a few of the product ideas popping up everywhere. Some are intriguing, some sound amazing and some are the kinds of ideas we would never dream of. We can’t write about everything that we get pitched, so here are some leftovers pulled from our inboxes.
C4 enters protein category with sparkling shake
C4 Energy is stepping into the protein craze with a sparkling alternative to the traditional protein shake.
Unlike C4’s other products, the protein drink will be caffeine-free. The beverage will have 20 grams of protein as well as added vitamins to meet growing consumer demand for functional beverages. It’s also sugar free, tapping into another trend popular with today’s consumer.
C4 joins the protein boom with an offering that’s meant to stand out in a crowded space. Many executives in protein consider sodas and sparkling beverages as an untapped opportunity. Premier Protein maker Bellring Brands, for example, recently launched its own protein soda as it deals with an influx of competitors in its key protein shake market.
As the sparkling protein space grows, C4 said it focused on formulating a drink that prioritizes taste.
“Sparkling and clear protein drinks have a reputation for tasting flat or leaving behind a chalky mouthfeel, and we knew that wasn't good enough for C4,” Emily Hoyle, senior vice president of marketing for C4 owner Nutrabolt, said in a statement. “We took our best-in-class flavor expertise and applied it to this new format, so consumers get a protein beverage that's as enjoyable to drink as it is functional.”
A 12-pack of C4 Sparkling Protein retails for $27.99. It’s available in strawberry watermelon, lemon lime fizz and cherry vanilla flavors.
Nutrabolt said the new C4 offerings bring the company back to its roots as a health and wellness company. In addition to its energy drink, C4 sells preworkout supplements while sister brand Bloom markets supplements and functional beverages.
Two-thirds of consumers are looking to increase their protein intake, according to data from ADM. The nutrient also has benefited from rising GLP-1 use. Beverages are often viewed as a more convenient delivery format for additional protein, especially for consumers on GLP-1s who may suffer from digestive symptoms.
— Laurel Deppen
Minute Maid Spiked expands into hard iced teas
Coca-Cola's alcohol subsidiary Red Tree Beverages is bringing its Minute Maid Spiked lemonades into iced tea, one of the fastest-growing segments of ready-to-drink cocktails.
Minute Maid Spiked's Vodka Lemonade Iced Tea includes real vodka, 3% lemon juice and 5% alcohol-by-volume. The offering will be available this summer in eight packs or 16-ounce single cans.
Minute Maid entered the alcohol sector last year as part of a push to bring more of Coke's brands into the segment. As lemonade-based cocktails entered the limelight, Minute Maid looked to leverage its brand awareness to make a splash in the growing category.
Red Tree Beverages is building on that strategy by adding iced tea to the mix, which has emerged as another powerhouse driving growth in RTDs.
Hard tea has become one of the fastest-growing subcategories of RTDs, according to IWSR, with volumes in the U.S. increasing 5% in 2025. The segment has also posted a compound annual growth rate of 22% between 2021 and 2025.
"As we continue to expand the brand, adding a Vodka Lemonade Iced Tea to the lineup made sense," Lou Grill, President of Red Tree Beverages, said in a statement.
Red Tree Beverages linked with Sazerac last year on production of its alcoholic beverages, ending a partnership with Constellation Brands.
— Sarah Zimmerman
Jumex flexes for protein
Mexico-based juice company Jumex is entering the protein shake market, marking its first product launch in lifestyle nutrition.
The Jumex Protein Shake combines 30 grams of protein per bottle with three distinctive flavors: mango, churro chocolate and vanilla flan. It will be sold at Walmart.
The launch reflects Jumex's strategy to expand beyond its traditional juice and nectar portfolio into new categories, channels and consumption occasions, the company said.
Few categories are as hot as protein, with an estimated 70% of Americans saying they want more protein in their diets compared to 59% four years ago, according to the International Food Information Council.
"Jumex Protein Shake represents an important milestone in the evolution of our company and our brand," Salvi Folch, CEO of Grupo Jumex. "With this launch, we are entering a large and growing category at national scale, offering consumers a differentiated protein beverage that brings together functionality, convenience, and authentic Mexican-inspired flavors."
While Jumex, a 65-year-old Mexico-based beverage manufacturer, is best known for its portfolio of fruit nectars, juices and other beverages, it is no stranger to the smoothie space. It purchased the license for the juice and smoothie brand Odwalla in 2025.
— Christopher Doering
