At Cannes Lions, PepsiCo showcased new marketing experiences focusing on personalization and technology integration. Gatorade introduced the AI Hydration Coach, an AI-powered assistant providing personalized hydration advice, while Pepsi unveiled the Smart Can, a digital and interactive soda can concept. These innovations aim to enhance consumer engagement with advanced technology and are set to launch in select markets by late 2024 or early 2025.

Athletic Brewing Company is increasing its production capacity to stay ahead in the non-alcoholic beer market, driven by rising consumer interest and moderate consumption trends. CEO Bill Shufelt emphasized transforming non-alcoholic beer from a “penalty box” for designated drivers or recovering alcoholics to a mainstream choice by focusing on health benefits. Supported by significant category growth and Keurig Dr Pepper’s strategic investment, Athletic Brewing aims to efficiently scale production to meet the growing demands of wholesalers, retailers, and consumers.

According to Google’s 2024 sustainability report, 99% of new product packaging in 2023 is plastic-free. This rate was 96% in 2022. Google aims to completely eliminate the use of plastic in all electronic product packaging by 2025.

A new study has shown that probiotics and prebiotics are promising in clearing harmful pathogens from the gut and eradicating drug-resistant bacteria. Results from a systematic review and meta-analysis revealed that these biological compounds increase gut microbial diversity, strengthening resistance against pathogens. In particular, Lactobacillus-based probiotics and Saccharomyces boulardii were found to effectively clear a significant portion of pathogens. Additionally, prebiotics support the growth of beneficial bacteria, creating a healthy gut environment. However, more clinical trials are needed to confirm these findings and obtain more robust results.

Dutch food technology company Revyve has introduced a plant-based egg substitute made from beer yeast. Revyve’s non-GMO egg substitute is called “yeast protein” and is sold in powder form.

California-based plant-based pioneer Beyond Meat has launched a new formulation called Beyond IV, emphasizing cleaner labels and healthier ingredients. By replacing canola and coconut oils with avocado, they have reduced the saturated fat content while increasing the protein amount. Despite these efforts, the company reported its eighth consecutive quarterly revenue decline in Q1 2024. Beyond executives are confident that these health-focused innovations will boost sales, and they have also released their first cookbook, Serve Love, featuring heart-healthy plant-based recipes approved by the American Heart Association.

A new project aimed at developing next-generation ingredients with the functionality of eggs but without the environmental footprint has been announced in Denmark. The initiative, called the “P project” (Plant-Based Food Ingredients to Replace Eggs), is being conducted by Aarhus University in collaboration with Danish ingredient company Palsgaard A/S and also receives public funding from the Danish Innovation Fund.

Agricultural technology startup Indigo Ag has sold 40,000 soil-based carbon credits to Microsoft. Microsoft purchased these credits to advance its goal of becoming carbon negative by 2030. Indigo Ag CEO Dean Banks described this deal as a significant milestone for the company’s carbon program and highlighted Microsoft’s leadership in corporate climate action. The sold carbon credits are part of Indigo Ag’s third carbon crop, totaling 163,048 credits released in February. Each credit represents approximately 1 metric ton of carbon dioxide sequestered by U.S. farmers.

CSM Ingredients has launched an emulsion called SlimBake, aimed at reducing the fat content in baked goods such as pastries and donuts by one-third. Available in both butter and vegetable-based varieties, SlimBake allows food manufacturers to label their products as low-fat without changing recipes or production processes. This innovation complies with EU regulations and supports the company’s commitment to enhancing product health while maintaining taste and texture.

Inspired by TikTok trends, Gen Z is creating a shift in the beverage industry by making their own drinks at home. Leading syrup company Torani has adapted to these changes by expanding its product range, including Dragon Fruit syrup. The company has seen significant growth, increasing its annual revenue to over $500 million as consumers seek to make café-quality drinks at home.