With such a dramatic increase over the years, it might seem like there could be nothing new for the segment. A new beverage company, however, has introduced a sports drink designed for athletes, active adults and children, with what it claims is an innovative sweetener.
Gone is the high-fructose corn syrup so prevalent throughout the beverage aisle. Ritorna Natural Inc. instead sweetens its LIV sports drink with rice syrup and agave nectar, which the company says, “the body breaks down more slowly, thus providing better, more balanced recovery after…activity.”