LEVL, a USDA Organic functional hydration brand focused on mind + body balance, announced that its full product lineup is now available in over 350 Target stores across the East Coast in the US. The launch represents a significant retail milestone for the brand as it continues to scale distribution beyond direct-to-consumer.
LEVL is positioned as an everyday wellness beverage that delivers clean hydration while also supporting recovery and mind + body balance. Unlike other hydration drinks that rely on processed electrolyte sources such as sodium chloride, LEVL uses all-natural electrolytes, including Aloe Vera, Nopal Cactus, and Pink Himalayan Salt. It also includes functional adaptogens Ashwagandha and Goji Berry to support recovery and mind + body balance.
Target stores will carry all three LEVL SKUs: Acai + Berry, Pineapple + Coconut, and Lemon + Lime. LEVL is USDA Organic, made with zero added sugar, and free from artificial additives and sweeteners, addressing the growing consumer demand for clean-label, functional beverages.
“LEVL was created to deliver a healthier, more intentional approach to hydration that supports mind + body balance in everyday life,” said Matthew Kemper, Founder of LEVL. “Launching in Target is a meaningful step for the brand and allows us to reach more consumers looking for USDA Organic beverages made with thoughtfully sourced, high-quality functional ingredients.”
The Target rollout builds on LEVL’s traction through its direct-to-consumer channel and an engaged wellness-focused consumer base seeking functional beverages without artificial additives.
January is a peak period for health-focused behaviors as consumers reset exercise routines and rethink food and drink choices, often prioritising healthier options while reducing consumption of products they view as indulgent or “unhealthy.” Amid “new year, new me” resolutions, one trend that is gaining momentum is clean label, according to GlobalData.
Eve Forshaw, Consumer Analyst at GlobalData, comments: “Clean-label foods emphasise simplicity and transparency – they use familiar, recognisable ingredients, provide clear, easy-to-read labels, and rely on minimal processing.”
Health and wellness priorities shape consumption
Consumer interest in clean-label products reflects a broader shift toward more mindful eating. With so many options available, many shoppers are choosing (or aiming to choose) moderation and selective avoidance to support their wellbeing, while still leaving room for indulgence.
GlobalData’s 2025 Q3* global consumer survey highlights how strongly health concerns shape purchasing decisions, with two-thirds (66 %) of consumers confirming that “how the product impacts my health and wellbeing” always or often influences what they buy, and three-quarters (77 %) of shoppers affirming that simple ingredients are an essential or nice-to-have product feature. These sentiments point to a clear demand for products that feel healthier and more straightforward, positioning clean-label formulations as an ideal way to meet expectations.
Consumers pay attention to ingredients
Clean label also appeals to shoppers who find it difficult to assess which product formulations are actually healthy. GlobalData’s 2025 Q1 survey found that 69 % of global consumers pay high or very high attention to the ingredients in the food and drinks they consume, yet nearly half (48 %) agree or strongly agree that knowing which foods and drinks are healthy for them is confusing. In an environment of information overload, often with conflicting nutritional messages, clean-label products with short, familiar ingredient lists can feel like a practical shopping solution.
Marks & Spencer leverages the trend
UK retailer Marks & Spencer has tapped into this trend, kickstarting 2026 by expanding its “Only Ingredients” range. The products only use recognisable ingredients, helping shoppers to understand what they are buying. For example, its “Only Three Ingredients” British Beef Burgers are made of beef, sea salt, and cracked black pepper, while its “Only One Ingredient” Cornflakes use only corn. The products’ on-pack ingredient lists reinforce simplicity, healthier choices, and the absence of additives or artificial ingredients.
Pricing issues act as a barrier to wider adoption
Clean-label formulations often come with pricing challenges due to the use of more natural or organic ingredients, and removal of artificial additives. However, GlobalData’s 2025 Q3 global survey reveals that 83 % of consumers consider “low price” an essential or nice-to-have product feature, and in response to rising prices, some consumers are no longer buying certain products because they are too expensive, while others are switching to cheaper alternatives. Clean-label products cannot rely on health credentials alone; they must also offer consumers good value.
Forshaw concludes: “Clean label aligns with key consumer priorities: healthier lifestyles, ingredient simplicity, and ingredient transparency. Survey data shows strong demand for easy-to-understand formulations, and retailers such as Marks & Spencer are already leveraging this into clear product propositions. Yet premium pricing risks limiting adoption when many shoppers are managing the cost of living by trading down or cutting back. Brands that can balance clean-label credibility with accessible price points are best-positioned to convert this trend into sustained growth and make clean label a regular shopping option for their consumers.”
*GlobalData 2025 Q1/Q3 global consumer survey, 21,000 respondents across 42 countries.
New research reveals that Gen Z are more likely to turn to TikTok than official sources such as the NHS website for health and nutrition advice.
A survey conducted across major Europeans markets, including the UK, found that 32 % of 18 – 24-year-olds, rely on social media platforms such as TikTok and Instagram for healthcare advice. This figure increases to 35 % when seeking nutrition or dietary information, such as tips on special diets, food allergies and even intolerances.
By comparison overall, 28 % of Europeans, including Brits, are turning to official healthcare websites, including the NHS, increasing to 31 % amongst Brits. Just 16 % of Europeans are looking to traditional news outlets – decreasing to one in ten Brits (10 %). Simialrly, 15 % of Europeans look to medically reviewed publications from health and fitness experts with only 6 % of Brits doing this.
The abundance of polarising online content has left many feeling uncertain. More than half of respondents said the exposure to conflicting advice online from health experts and influencers has led to confusion about which guidance to follow.
“With so much contradictory information online, it’s easy to feel overwhelmed about what’s actually healthy,” says Dr Carrie Ruxton, award-winning dietitian. “Social media can be a great way to learn, but it should never replace advice from qualified professionals like registered dietitians and other healthcare experts.”
Across all age groups in the UK, cold and illness remedies remain the most common health, wellbeing and nutrition search topic (38 %) online. This is followed by weight management (34 %), dietary choices (30 %) and nutritional deficiencies (26 %). Despite the growing use of social media for health-related searches, within the UK, trust remains highest in healthcare professionals (82 %), followed by nutritionists and dietitians (75 %), friends and family (53 %), journalists and traditional media (28%), and social media influencers (24 %).1
While younger Europeans may increasingly rely on social media for guidance, the confusion around conflicting advice can make it difficult to make healthy choices. With this in mind, Dr. Ruxton highlights 3 common nutrition myths circulating on social media.
- 100 % fruit juice is wrongly feared for causing blood sugar spikes: Many people are unsure whether or not 100 % fruit juice is beneficial with over a third (38 %) of Europeans worrying that it causes blood sugar spikes, and nearly three in ten (28 %) avoiding it completely, but these concerns are unfounded. By law, 100 % fruit juice contains no added sugars or sweeteners, yet nearly two in five adults (38 %) believe it does, rising to almost half (48 %) among 18-34-year-olds. A single glass of orange juice can provide over 90 % of the European daily recommendation for vitamin C, supporting normal immune function.2
- Protein shakes are essential for staying healthy: On platforms like TikTok, creators frequently promote protein shakes as a requirement for energy, fitness, or muscle gain. However, research shows that most people already consume enough protein through their diets, and supplementation is only useful for people taking regular exercise.3 Whole foods such as meat, eggs, dairy, legumes and nuts provide protein along with valuable vitamins and minerals in their natural form.
- Detox diets and juice cleanses rapidly remove toxins and improve health: Widespread across social platforms, including TikTok trends, this myth has recently gained traction in the form “internal shower drinks,” juice cleanses, and chlorophyll water. However, scientific evidence is clear: detox diets do not remove toxins, and there is no clinical research about their safety or health effects. The liver, kidneys and digestive system already manage detoxification effectively without extreme restrictions. Several medical sources warn that detox diets can lead to nutrient deficiencies, electrolyte imbalance and metabolic disruption. The concept of “detoxing” through diet is more of a marketing myth rather than a physiological reality.4
How to navigate nutrition advice online:
- Check the source: Follow dietitians and registered nutritionists, not influencers and other professionals without credentials.
- Keep it simple: Focus on small, manageable changes that you can stick to over time.
- Don’t demonise foods: Most foods can fit somewhere in a varied healthy diet and it’s important to enjoy what you eat.
- Be wary of quick fixes: If it sounds too good to be true, it probably is.
- Stay consistent: Long-term habits matter more than viral trends.
1Research conducted by Savanta ComRes among 8,000 European residents across the regions UK, France, Germany and Spain, undertaken in 2025.
2https://fruitjuicesciencecentre.eu/en/research/is-home-squeezing-worth-the-hassle-when-shop-bought-oj-provides-over-90-of-daily-vitamin-c#:~:text=The%20researchers%20developed%20an%20equation,a%20typical%20shelf%2Dlife%20period
3https://www.health.harvard.edu/staying-healthy/the-hidden-dangers-of-protein-powders?utm_source=chatgpt.com
4https://www.openaccessgovernment.org/wp-content/uploads/2024/06/openaccessgovernment.org-Detoxification-The-science-behind-social-media-claims-of-detox-health-benefits.pdf?utm_source=chatgpt.com
Plenish, one of the number one brands for single shots in the UK, announced three new wellness shots as it continues to lead development of the category, including Kids Shots as a category-first, Ginger Energy providing a balanced energy lift from vitamins C, B6 and iron, plus natural caffeine, and a new redesigned format with 420 ml multi-serve Dosing Bottles.
The shots category is seeing unwavering growth and is predicted to grow in value from £42 million RSV to £115 million RSV by 2027. Plenish is continuing to drive the category growth with innovative additions to its existing range of shots, which respond to the growing number of consumers who are investing in their health and wellbeing.
Plenish Kids Shots
Plenish is proud to introduce Kids Shots as a UK-first in the category as it reaches new audiences with a delicious and nutrient-packed 60ml vitamin shot designed to support the growth and development of children aged between 4 and 11. Plenish Kids Shots are available in two flavours: Berry and Mango and are fortified with essential vitamins and minerals while containing no added sugar or preservatives. The vitamin shots contain 100 % of a child’s recommended intake (RI) of vitamin D for bone health, 100 % RI of vitamin C for immune support, iron for cognitive development and zinc for additional immunity.
Children are in a rapid period of growth and development, and with the percentage of young children at risk of iron deficiency increasing yearly in England and vitamin D deficiency apparent across the UK population, fortified food and drinks can help to provide the key nutrients required at this life stage. Plenish has carefully selected a blend of vitamins and minerals which are essential for children, to address these deficiencies, including vitamin C to aid iron absorption. Plenish Kids Shots meet the England School Food Standards and last outside of the fridge for 8 hours, allowing them to be enjoyed at breakfast, as a healthy addition to a packed lunch or a child-friendly nutrition boost during the day.
Plenish Ginger Energy
Plenish Ginger Energy is spicing up the shots category. The 60ml shots (also available in the new 420ml multi-serve Dosing Bottle format) provide a natural source of caffeine from Yerba Mate (20mg/100ml) for a balanced lift. Plenish Ginger Energy offers energy release from vitamin C, B6 & iron and an invigorating sensorial experience provided by the ginger root coupled with the balanced caffeine from the Yerba Mate and the effective blend of vitamins and iron. The launch marks a new occasion for Plenish as it addresses new needs with the shot which is designed to replace an afternoon coffee or provide a pre-workout kick.
Plenish 420 ml multi-serve Dosing Bottle
Transforming its existing Dosing Bottle format to enter new daily consumption occasions with greater value and convenience, Plenish is introducing a new 420 ml multi-serve Dosing Bottle across its range of shots, now providing seven shots in one convenient bottle. Dosing Bottles are the leading format for wellness shots, holding a 62 % category share, worth £30 million. Plenish’s uniquely designed bottles which contain dosing marks for extra convenience provide a more accessible format and a convenient way for shoppers to enjoy the range, including Ginger Immunity, Turmeric Recovery, Berry Gut Health, Mango Sunshine, and the newly launched Ginger Energy.
Russell Goldman, Managing Director of Breakthrough Brands at Carlsberg Britvic, said: “The launch of Kids Shots, Ginger Energy, and our new multi-serve Dosing format marks a significant next step in the shots category – one that Plenish is uniquely positioned to lead. These new innovations are designed to unlock new occasions, attract new audiences, and make functional wellness even more accessible. By responding directly to consumer needs and working closely with our retail partners, we’re not just expanding our range but driving category growth and bringing plant-based health to more people than ever before.”
The expansion of Plenish’s range of shots will be brought to life throughout the summer, as it continues its ‘Give it a Shot’ campaign launched in January, including the implementation of nationwide out of home advertising, display and paid social media across Instagram and TikTok, shopper marketing and exclusive events. The out of home creative will focus on the health and lifestyle benefits of Plenish’s new shots, appearing in small and large format across London between May and June 2025.
In addition to the creative campaign and media sponsorships, Plenish is running a paid social media campaign across its Instagram and TikTok channels, with content produced by wellness and lifestyle creators.
REBBL®, the original organic and plant-powered functional beverage brand, launched WELLNESS, its debut line of juice-based functional beverages and the first juices ever made with Aquamin™ calcified sea algae – a super ingredient clinically proven to support bone, joint and gut health¹. Offered in two refreshing varieties, Tropical Greens and Berry Roots, both WELLNESS juices are available at Whole Foods Market locations in the US.
REBBL WELLNESS packs a punch with 4,700 mg of Aquamin™ calcified sea algae to deliver over 73 essential minerals in every bottle. Derived from red algae, Aquamin™ offers a range of research-backed benefits, from improving digestive health and gut microbiome to helping combat inflammation to support joint and bone health.
Ideal any time of day for delicious hydration, WELLNESS juices are formulated without added sugar and are light and refreshing while supporting immunity-boosting nutrition with 100 % organic fruits and greens.
WELLNESS Benefits:
Supports gut, bone, and joint health*
Calcified sea algae from Aquamin™
Organic and non-GMO
Vegan and gluten-free
80 calories or less
No added sugar
No artificial flavours
Zinc for immune support
WELLNESS Tropical Greens
Made with only the highest quality ingredients straight from the source, a blend of tropical fruits, including pineapple, orange, passionfruit, nutrient-dense spinach, and cucumber with a twist of lime, delivers a bright and refreshing taste any time of day.
WELLNESS Berry Roots
Formulated with zinc gluconate to support immunity, Berry Roots offers a blend of antioxidant-packed blueberry, raspberry, and strawberry with beets and carrots that produces a sweet, revitalising flavour with nourishing benefits.
¹Published research: McClintock et al, 2020, Attili et al., 2019, Aslan et al., 2019, McClintock et al., 2018
*These statements have not been evaluated by the FDA. This product is not intended to diagnose, treat, cure, or prevent any disease.
Unilever announced that it has signed an agreement to acquire Liquid I.V., a U.S-based health-science nutrition and wellness company.
Based in El Segundo, California, Liquid I.V. was founded in 2012 by entrepreneur Brandin Cohen. Liquid I.V.’s electrolyte drink mixes utilise Cellular Transport Technology (CTT®) which enhances the rapid absorption of water and other key nutrients into the bloodstream, helping people feel better, faster. Based on the World Health Organization’s guidelines for the clinically proven Oral Rehydration Solution (ORS), that prevents and treats dehydration, one serving of Liquid I.V. can provide up to 2–3 times the hydration of water alone.
Liquid I.V. provides a 360-degree approach to wellness with a product range that includes Hydration, Energy and Sleep. Liquid I.V. is also non-GMO, vegan, gluten free, soy free and dairy free.
Fabian Garcia, President of Unilever North America, said: “Liquid I.V. is an impressive and innovative brand in the fast-growing health, wellness and personal nutrition space. Liquid I.V. shares Unilever’s purpose to improve people’s health and wellbeing, as well as our ambition to create sustainable products that have a positive social impact. We are delighted to welcome Liquid I.V. to Unilever’s portfolio of purpose-driven brands.”
Brandin Cohen, Liquid I.V. founder and CEO, stated: “We are excited to work together with Unilever to scale the brand and amplify Liquid I.V.’s mission to help people everywhere live better lives – to optimise the body, hydrate those in need, and better the planet.”
Liquid I.V. will continue to be based in El Segundo, California, and led by Brandin Cohen, who will remain as Chief Executive Officer and Founder.
Terms of the deal were not disclosed. The acquisition is subject to regulatory approvals and customary closing conditions.
Many of today’s busy consumers are juggling their careers, families and social lives while striving to maintain healthy lifestyles, both physically and mentally. Food and diet plays an essential role in this, with innovation increasingly looking to support consumer choices as many endeavor to balance the benefits and costs of these hectic lifestyles. This, in turn, raises the demand for nutritious foods that are easy to prepare, convenient and portable, while indulgent treats also play a role in relaxation and enjoyment.
The Right Bite was one of Innova Market Insights Top Trends for 2020 , reflecting how food and drinks supporting lifestyle choices can fall into a number of areas. These all aim to help those wishing to embrace healthy lifestyles, balance busy schedules and/or reject their current lifestyles and search for change.
Consumers embracing a healthy lifestyle tend to love having many things do and are dedicated (working long hours, exercising, etc.), but need to plan their time efficiently to get the best benefits. Healthy snacks, energy-boosting food/drinks and on-the-go food and beverages are all of interest, with high protein and energy claims of particular significance. According to Innova Market Insights data, global snacking launches featuring high protein claims had a CAGR of 16.8 % between 2015 and 2019, while the use of energy/alertness claims rose 13.7 % over the same period.
Those seeking healthier lifestyles also looked to find a balance between health and indulgence, while also looking for individual needs and preferences to be met, including the development of more balanced and complete concepts in terms of their nutritional needs.
Balancing busy lifestyles is necessary as consumers live life to the full (holidays, dining out etc.) and benefit from this, but feel that it also takes a toll on them, with ‘fast’ lifestyles also necessitating compromise and rebalancing. Convenience is key in this area, prompting a demand for meals that are easy to prepare and cook, which in turn provides opportunities for ready meals and meal kits. The demand for home cooked food has boosted interest in meal kits, with 28 % growth in the number of launches tracked globally by Innova Market Insights (CAGR 2015-2019).
On the other hand, consumers looking for a change in lifestyle are likely to increasingly distract and distance themselves from their busy lives and try to wind down. Emotional comfort is key here, with interest in comforting, relaxing and sleep-inducing food and drinks, particularly carrying mood, energy and sleep improving claims.
Stress and anxiety are key concerns in modern life as awareness of their negative impact on mental and physical health grows. In a 2019 Innova Consumer Survey 32 % of UK consumers and 39 % of US consumers claimed to experience stress at least once a day, rising to over half in India. The industry response has included more products targeted at improving low mood, tiredness and fatigue and sleep.
As this year saw the rise of the sober-curiousness trend, non-alcoholic drinks such as wine waters have a great market potential, due to their natural antioxidants content and their functionality. Wine water, either still or sparkling, is promoted as healthy and naturally functional, with a distinctive wine taste. According to GlobalData’s Q3 2019 global consumer survey, 92 % of surveyed consumers consider that eating healthily creates a feeling of wellness and 60 % say they believe antioxidants have a positive impact on their health.
Ana-Maria Iscru, Consumer Analyst at GlobalData, explains: “A new water concept, wine water is different from alcoholic seltzers, non-alcoholic wine and fruit flavored waters, in that it does not contain alcohol but does have a wine-infused flavor, for a more sophisticated taste. The wine essence water from Wine Water Ltd., for instance, was released last year and has already sparked interest. The brand taps into a few consumer trends, namely the absence of alcohol, low sugar content, low calories and an elegant glass bottle packaging instead of plastic.”
Another slightly similar brand is Napa Hills, flavored water ‘with red wine’s natural antioxidants’, but without a wine flavour. PepsiCo also gave the trend a try, releasing a limited-edition rosé-flavored sparkling cola, which was served at the first edition of the BravoCon in November. Moreover, Walmart recently introduced a rosé wine drink enhancer, but it is not expected to come too close to the wine taste.
Iscru adds: “Wine waters are seen as much lower in calories and sugar than actual wine, enough to respond to the growing health & wellness demands. All of this while not ditching the classic wine taste that a lot of people love.
“The category is yet to grow, as there is not a large variety of wine waters, but it has potential in the way it is presenting itself: natural, sustainable and tasty. However, until wine water as a category grows globally, for now consumers are just left wanting more.”
