#18 - MFI: Liquid Salads, Fluffy Coffees & Wellness Wines

September 10, 2025

Welcome to Edition 18, where the beverage world is getting hyper-functional, incredibly convenient, and seriously creative. We're exploring a world where your daily salad comes in a pouch, your morning coffee is as fluffy as a cloud, and your wine is counting its calories. From dairy-free innovations and pouch-based supplements to minimalist packaging that screams confidence, the latest trends are all about making wellness easier, more targeted, and more stylish than ever. Ready for a taste of what’s next? Let’s dive in!

1. The Pouch Revolution: Your Wellness, Squeezed

Get ready to squeeze your supplements. The ultimate convenience has arrived in pouch form, and it's taking over the wellness world. We're seeing everything from "liquid salads" by brands like Liquid+, packing a day's worth of veggies and probiotics into one easy pouch, to high-tech collagen drinks from Rho Nutrition. This shift to portable, single-serve pouches is driven by a demand for on-the-go nutrition, making it easier than ever to get your daily dose of greens, protein, or beauty boosters without the hassle.

References: Liquid+ website

2. Gut Health: Beyond Probiotics

The gut health trend is evolving beyond simple probiotics. Brands are now spotlighting highly specific, science-backed ingredients to win over savvy consumers. We're seeing a rise in products featuring colostrum, a nutrient-rich ingredient known for supporting immunity and lean muscle. Innovators like Kroma are even creating dairy-free, bio-identical colostrum using fermentation, making its benefits accessible to everyone and signalling a new, more targeted era of digestive wellness.

References: Kroma website

3. Less is More: The Rise of Confident, Minimalist Packaging

In a world of loud labels, the quietest pack on the shelf is starting to win. A new trend in supplement packaging, seen with brands like Thread Performance, is echoing extreme minimalism. By stripping away flashy claims and focusing on a clean, simple design, these brands project a sense of confidence and trustworthiness. The message is clear: the product is so effective, it doesn't need to shout. This "less is more" approach appeals to a generation tired of overhyped marketing, building trust through understated design.

References: Thread Performance website

4. Wine's Wellness Makeover: Low-Cal & Flavour-Forward

The wellness wave has officially hit the wine aisle. Wine brands are now catering to health-conscious millennials and Gen Z by launching low-calorie, low alcohol options that don't compromise on flavour. Bread & Butter is proudly displaying "85 calories" on its Chardonnay, while brands like Jam Shed are infusing their wines with tropical fruit flavours like guava and lychee. It’s a clear sign that modern drinkers want to enjoy the social ritual of wine without derailing their wellness goals.

References: Bread & Butter Wines website

5. Coffee Stories & Viral Sensations

The coffee world is splitting into two exciting directions. On one side, brands like GoodSAM Foods are focusing on the direct trade model, telling powerful stories of the female farmers behind their beans. On the other hand, it’s all about viral sensations. Cafes like Lighthouse Keeper's Pantry are creating whimsical, over-the-top drinks like the "Fluffy Seagull"—a sweet, marshmallow and peanut butter espresso concoction—designed to take over social media feeds. It’s a tale of two coffees: one driven by purpose, the other by playfulness.

References: Lighthouse Keeper's Pantry website

6. Crossover: Functional Alcohol

The line between a health drink and a party drink has officially blurred. In a bold new move, brands are infusing alcohol with functional, wellness-focused ingredients. Breckenridge Distillery, for example, has launched Mountain Shot, a whisky-based drink infused with functional mushrooms. It's designed for the health-conscious adventurer, merging the tradition of a hiking spirit with the modern demand for wellness benefits. This trend represents the ultimate crossover, offering a "better for you" buzz.

References: Breckenridge Distillery website

That's a Wrap

This edition proves the beverage world is getting smarter, more targeted, and more convenient. The focus is shifting from general wellness to specific, science-backed ingredients, and from ready-to-drink cans to ultra-portable sachets and pouches. Brands are telling deeper stories, whether through ethical sourcing or minimalist design, while also creating playful, viral sensations. It’s a landscape where your wine is watching its calories and your whisky comes with a wellness boost, all designed to fit seamlessly into our busy, health-conscious lives.