RUNA is a natural energy drink that blends social responsibility with organic products. The idea of “clean and conscious energy” appeals to ‘always on’ US consumers who are looking for a boost without dirtying their ethics or spiking their daily sugar intake.

The US coffee market has seen a 3.8% growth in 2018. Americans' preference for artisan cups of Joe has been termed the "fifth wave business of coffee" – the practice of appreciating not just the product, but the quality of brand behind it, driven by more moderate drinking habits.

Thanks to the wellness movement, food, drink, and medicine are all under close scrutiny as people eschew processed and chemical-laden products in favor of natural ways to boost their health. How is MudWtr, a mushroom-based alternative to coffee, meeting the expectations of ‘clean eaters’?

Big Drop Brewing Co. is catering to Britons who want the taste of booze, but without the units. It’s bringing the craft movement to the low- and no-alcohol segment of the beer market, offering those who are cutting back a spectrum of flavours so they don’t have to settle for lemonade or cola.