Day two of ECRM's Summer Sessions in Dallas showcased innovative brands in the food and beverage industry. The event emphasized functional beverages, which are now offering targeted wellness benefits beyond hydration. Companies like HydraDNA and Gorilla Mind are utilizing science-backed ingredients to cater to consumer needs. Additionally, the influence of global cuisines is reshaping American tastes, as demonstrated through meetings with Turkish food brands. The functional beverage category has significantly matured, with stronger claims supported by clinical research and transparent sourcing practices.
"We're seeing consumers demand more from their beverages than ever before. It's no longer enough to simply hydrate - today's consumer wants cognitive support, immune boosting, and targeted wellness benefits in every sip."
"The functional beverage category has matured significantly, with brands now able to substantiate their claims with clinical research and transparent sourcing."
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