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.
Svedka dips into vodka water
Svedka Vodka wants to make it clear the brand should be the refreshment of choice for consumers this summer with a new transparent vodka water.
Svedka Vodka Water is described as a "category-first innovation" and the world's first transparent canned vodka water. The ready-to-drink vodka water has no bubbles and 100 calories, zero sugar and zero carbs.
Flavors include strawberry peach, lime and pineapple. The waters will roll out nationwide in June and will be available year-round in eight-pack multipacks and 12-ounce single cans.
"Consumers are redefining what they want from drinking occasions. They want options that fit seamlessly into their lives without sacrificing flavor or fun," David Binder, senior brand director at Svedka, said in a statement.. "SVEDKA Vodka Water is our answer to that shift. It's Vodka Water 2.0: a new take on a classic combination that raises the bar on both taste and transparency, delivering a cleaner, more effortless way to drink this summer in the category's first completely clear can."
Canned cocktails have moved away from bubbly seltzers, with consumers gravitating to hard waters, lemonades and teas. Brands have positioned the lack of carbonation as a more refreshing option for smoother drinking and less sweetness.
Spirit-based cocktails have also remained a bright spot for an alcohol sector that has struggled with slowing consumption. The RTD category increased at a compound annual growth rate of 8% between 2019 and 2025 as total alcohol volumes fell, according to ISWR.
— Sarah Zimmerman
Magic Spoon scoops up a spoonful of oatmeal
Better-for-you cereal maker Magic Spoon is adding oatmeal to its breakfast menu.
Magic Spoon Protein Oatmeal is made with gluten-free oats, chia and flax seeds. Each serving has 15 grams of protein, 6 grams of fiber, 1 gram of total sugar and zero grams of added sugar, along with no artificial flavors, sweeteners or preservatives.
The oatmeal can be made hot or as overnight oats, and is available in three flavors: maple brown sugar, apple cinnamon and banana bread. The line was created to challenge the idea that nutritious breakfasts need to feel restricted or uninspired, the company said.
“Oatmeal is such a nourishing and comforting breakfast food, but the category hasn’t evolved much in years,” Gabi Lewis, co-founder and CEO of Magic Spoon, said in a statement. “We wanted to take something people already know and love and reinvent it in a way that feels more functional, more versatile, and genuinely craveable.”
The oatmeal is available beginning at MagicSpoon.com and Amazon, with a national rollout set to take place throughout the summer at retailers including Target, Walmart, Sprouts and Kroger.
Created in 2019 to disrupt nostalgic childhood staples, Magic Spoon developed a following by focusing on high protein and other nutrients important to consumers. It has since branched out into other categories such as bars, granola and pastries.
— Christopher Doering
Sammontana brings single-serve gelato treats to US
Italian gelato brand Sammontana is expanding its U.S. presence with 11 new products, including single-serve gelato bars, sandwiches and cones.
The new offerings are the gelato company’s most significant expansion in the U.S. following its initial debut last summer. Products are manufactured in Italy before being imported into the United States.
Gelato bars will be available in pistachio, peanut butter, Dark Chocolatey and mango. Gelato sandwiches, which is gelato layered between soft cereal cookies, will be available in pistachio, salted caramel and coffee. The cones are lined with chocolate and topped with pistachios, praline almonds and freeze-dried mango with flavors including salted caramel, sweet cream, pistachio and mango.
The offerings will roll out in New York this summer, with availability in more than 30 states by the end of the year.
The gelato brand wants to differentiate itself from “a market full of ‘Italian-sounding’ labels that are American-owned and American-made.” Grandview Research estimates that the U.S. gelato market is valued at $3.58 billion in 2024 and is expected to grow to $5.04 billion by 2033.
“These products have been part of Italian summers for years. Now, for the first time, American consumers can enjoy them the same way Italians do, with the experience, the ingredients, and the craft that sets Sammontana apart from anything else on American shelves,” Alberto Paderi, president and CEO of Sammontana Italia’s U.S. subsidiary, said in a statement.
Sammontana will compete with other gelato makers in the frozen novelties aisle, including Magnum Ice Cream-owned Talenti, and a growing number of specialty ice creams in grocery stores.
— Laurel Deppen
