Reed's Inc, which has delayed its ambitious slate of product launches as it grapples with production challenges, finally has released its Reed's Wellness Shot line that debuted at Natural Products Expo West nearly a year ago (BBI, Feb 27). The 2-oz shelf-stable line priced at $2.99 is being inaugurated with Daily Ginger and Ginger Energy offerings that play off core ginger identity of Norwalk, Conn-based co, with 3,000 mg dosage of ingredient. Daily Ginger contains organic pressed ginger while Energized augments that with 100 mg boost of caffeine sourced from green coffee beans and guarana. They enter a market where "most natural ginger shots require refrigeration or immediate consumption and caffeine boosts are mostly chemical," argued marketing vp Lindsay Martin, a Kraft and Energizer vet who's daughter of chmn John Bello, the SoBe creator. Among initial retail customers is Sprouts Farmers Market chain.

Vitamin Shoppe chain has teamed up with former Navy Seal and podcaster Jocko Willink and Origin to launch nutritional suite called Jocko Fuel that includes protein powders, "pre-mission energy support," krill oil, nootropics, joint support, RTD energy and cognitive support drinks. The line seeks to exploit popularity of Silver Star and Bronze Star winner Willink, who's enjoyed lucrative post-military career as best-selling author, speaker and podcaster, and joined Maine-based Origin as partner in 2016. Among the Jocko Fuel lineup is a Jocko Discipline Go nootropic energy line that's launching in capsule form and as a monk fruit-sweetened zero-sugar RTD fortified with 95 mg of caffeine. On powder side is Jocko Discipline, "pre-mission powder" using D-ribose, amino acids like acetyl L-carnitine, and adaptogens like ashwagandha and rhodiola for mood support. Jocko Molk is time-released whey blend and Jocko Joint Warfare uses MSM (methylsulfonylmethane), boswellia and curcumin to help with achy joints . . . Cannabis operator Caliva has formally entered RTD bev segment with launch of Soul Grind CBD-infused cold-brew that will move to retail via distribution network of Zola, which it acquired last spring. Line undertaken by Zola founder Chris Cuvelier, now on Caliva team, is launching as broad-spectrum hemp entry with 10 mg dosage in 12-oz slim cans in Black, Vanilla and Mexican Chocolate flavors, per notice Chris posted on LinkedIn. Separately, co has amicably parted ways with Eddie Pearson, former Boylan Soda sales exec who'd come aboard a coupla years ago (BBI, Dec 7 2017).

In recent weeks we'd been hearing that activities might be winding down at Outlaw Energy, but had been unable to draw response to inquiry to controlling shareholder Doug Abrams. But doors have closed, judging by LinkedIn posting by one of last key execs there, sales chief Dave Martin, who's thrown his hat in ring seeking new gig. "As we at Outlaw Beverage Inc had a fun ride, we unfortunately were unable to raise enough capital to keep our doors open," he wrote. "I want to personally 'Thank' all of you for helping make our short journey a memorable one!" Actually, journey wasn't all that short, and it had plenty of twists and turns. Brand was launched by serial entrepreneur Lance Collins well before 2010 and it became his main energy focus after he sold Fuze Beverage and its NOS brand to Coca-Cola in 2007. It didn't get far among his myriad other pursuits including creation of Body Armor brand, but he revived it in 2015 as potential replacement for Monster Brand that had been exiting Bud beer houses (BBI, May 19 2015). Even with addition of country star Jason Aldean and bull rider Mason Taylor as energetic endorsers, brand struggled to find footing as conventional energy segment consolidated around handful of key entries, even as natural and plant-based alternatives, on one hand, and so-called fitness brands like Bang on the other developed traction. Co brought in former 7-Eleven exec Jesus Delgado-Jenkins in for restage that offered odd hybrid of original Wild West positioning and natural cues, but any further collaboration was stunted by acrimonious falling out after Delgado sued Collins claiming Outlaw was owed a piece of Adrenaline Shoc brand that Collins had devised for KDP, a charge that Collins termed fanciful. Most recently, brand had dropped Wild West cues and been restaged with added electrolytes, including zero-sugar entries.

Pret A Manger is latest eatery chain to ride oatmilk wave, in process moving to drop surcharge for dairy alternatives. Oat-based altmilk joins rice, coconut and soy as creamer option . . . JAB Holdings has snagged Anheuser-Busch InBev exec Scott Gray to serve as cfo of its recently inaugurated JDE Peet's coffee play, which is motoring toward IPO later in year. Formerly vp for global treasury & risk mgmt at ABI, Gray succeeds JDE vet Peter Vanneste, Financial Times reported. Transition will occur Feb 24 . . . Long-range sharpshooters vying in 3-pt shooting contest during festivities surrounding NBA All-Star Game on Feb 16 at Chicago's United Center will now be able to net an additional 6 pts if they can make 2 shots from "Mountain Dew Zone" 6 feet beyond 3-pt arc. An additional 10 seconds is being added to contestants' allotted 1 min to accommodate the twin hoists, in first significant change to contest since 1986, PepsiCo said . . . Tilray is cutting 10% of its workforce of 1,443 as it

Yofix Probiotics, maker of spoonable and drinkable yogurt-alternatives including oat yogurt shakes based in Tefen, Israel, said it's concluded $2.5 mil Series A financing round led by Zurich-based Mueller Ventures, investment arm of German food giant Mueller Group, along with French cheese maker Bel Group and US-based LionTree Partners. Also participating were Good Seed Ventures and HWA, and earlier investors CPT Capital and VegInvest were back, too. Proceeds will fuel expansion and fund extensions in categories beyond yogurt such as cheese, frozen dessert and milk alternatives. Yofix claims to employ zero-waste process to produce items made from oats, lentils and sesame. Yofix has been a darling of strategics, as first startup to enter foodtech incubator The Kitchen Hub set 5 years back by Strauss Group, which led seed round in 2017, and winner of final $100K grant from PepsiCo 2018 Nutrition Greenhouse program.

Denver-based Leprino Foods' Ascent Nutrition unit has entered protein-water space with line called Ascent Recovery Water, PET-packaged entry that blends 20 g of Ascent's proprietary whey-based protein powder with 2.5 mg of the BCAA leucine and electrolytes to promote faster recovery as well as hydration. It's packed in half-liter bottles in Watermelon and Pineapple Coconut flavors and comes in at 100 calories. New line is launching online via Ascent Protein, Amazon and Vitamin Shoppe platforms and is headed to retailers Kroger and Albertsons this spring, Ascent said. Co had built biz on lines like Ascent Pre-Workout and whey protein shake called Native Fuel. Family-owned Leprino grew from corner Italian deli in Denver to major mozzarella cheese producer, turning expertise in native whey into sports nutrition biz under Ascent name. Launch joins market that includes such protein water plays as Protein2O and Trimino.

With some predicting consolidation phase in cannabiz as regulatory hurdles keep growth curve well below investors' earlier expectations, Dallas-based Puration Inc is seeing buying oppty. So it's announced that it's received term sheet for $5 mil in debt from unidentified financial partner that will fund acquisitions of "smaller cannabis infusion companies." The debt would be drawn down as needed, secured by the assets of the acquired cos and potentially repaid via PURA shares at 10 cents per share (they're currently trading in 3 cent range). "PURA anticipates making its first formal acquisition offer within the next 10 days and likewise finalizing terms on the term sheet announced today in order to utilize a first draw in conjunction with the first acquisition," co said.

Jones Soda said it's returning to its skateboarding roots via deal to serve as official craft soda of Vans Park Series as event enters its fifth season this year. The series includes both men and women skaters, anchored by qualifiers in Paris and Montreal this summer and culminating with World Championships in Salt Lake City on Aug 29. Deal brings growth-starved Seattle-based co a wide range of activation opportunities beyond onsite sampling and branding at events, including joint creation of content around skaters, events at community skateparks, national sampling tour and release of special skateboard-themed label behind best-selling Berry Lemonade flavor starting next month. Recall that under founder Peter Van Stolk, Jones cultivated renegade image tied to altsports like skateboarding and also was among first to proliferate labels, running photos sent in by consumers and offering numerous seasonal and novelty items.