#16 - MFI: Stunt Smoothies, TikTok Kits & QSRs Go Functional

August 22, 2025

Welcome to Edition 16, where the beverage world is getting wilder, smarter, and seriously surprising. We’re talking about ketchup in your smoothie, collagen in your protein shake, and functional energy drinks from your favourite fast-food joint. Brands are creating products designed to go viral on TikTok, reinventing tea for a new generation, and fusing global flavours in the most unexpected ways. Ready to see what’s getting blended and brewed? Let’s go!

1. Beauty in a Bottle, Protein on Top

The wellness shake is multitasking. Why choose between a protein boost and a beauty fix when you can have both? Brands like Vital Proteins are leading the charge with collagen-infused protein shakes that support everything from muscle recovery to healthy skin and hair. This fusion of fitness and beauty in one convenient bottle is becoming the new standard, meeting the demand for products that work as hard as you do.

References: Fooddive’s website

2. The TikTok Effect: DIY Drinks & Viral Launches

Brands are no longer just making products; they're creating viral moments. We're seeing DIY cocktail kits from brands like Outshine that are practically designed to be unboxed and filmed for TikTok. The strategy is genius: create a fun, hands-on experience and let your customers become your marketers. These brands are also hacking online algorithms, timing their launches to coincide with events like "National Smoothie Day" to capture trending searches and maximise their reach.

References: Outshine’s website

3. Would You Drink That? The Rise of Stunt Flavours

Get ready for some wild flavour crossovers. Big brands are teaming up for "stunt collaborations" designed to get everyone talking. We’ve seen Smoothie King blend a smoothie with Heinz Ketchup, and Japanese brands like Ichiran are even creating drinkable cold ramen. The goal isn’t always to create a permanent menu item, but to generate a massive buzz, create a must-try moment, and prove that they’re not afraid to have a little fun.

References: Heinz’s website

4. Tea & Water Get a Modern Makeover

Even the most traditional beverage aisles are getting a shake-up. Legacy tea brands like Twinings are fighting for relevance with a new generation by launching instant tea "Refreshers" in convenient sachets and fruity flavours. Meanwhile, water is getting supercharged with gut-friendly prebiotic fibre from brands like NEWater. It’s a clear move to update classic categories with modern formats and functional benefits that today's consumers demand.

References: Twinings’ website

5. Fast Food's Functional Facelift

Your takeaway meal now comes with a wellness kick. Fast-food giants like Wendy's are adding functional, caffeinated sparkling energy drinks to their menus. This is a smart play to update their brand image, offering a "better-for-you" alternative to traditional soft drinks. It allows customers to feel a little less guilty about their indulgent meal and shows that even the biggest players are paying attention to the health and wellness trend.

References: Wendy’s website

6. Cultural Mash-ups: Traditional Tastes Go Boozy

The next wave of flavour innovation is coming from a fusion of cultures. We're seeing modern alcohol brands take inspiration from traditional Asian beverages, like Sool's hard seltzer, which is made using Korean makgeolli (a traditional rice brew). This crossover brings unique, authentic flavours to a Western market, offering an exciting alternative to the usual and providing a delicious gateway to global tastes.

References: Sool’s website

That's a Wrap

This edition proves the beverage world is ripping up the rulebook! It’s a place where the buzz is now just as important as the beverage. From stunt flavours built for headlines to DIY kits designed to go viral, it’s all about sparking a conversation. We're living in a landscape of clever crossovers, where beauty and fitness are shaken together, fast food giants are serving wellness, and ancient traditions are getting a modern twist. It's all designed to keep brands exciting, relevant, and perfectly in step with our constantly evolving world.