We’re witnessing the ‘wellnessification’ of absolutely everything. Beyond boosting their physical health with fitness and nutrition, people are looking for a path to being well in all aspects of their lives, including their finances, careers, activism, spirituality, home design, tech usage, and so much more....

Pop has gone from being a must-have health tonic to a drink with deadly potential. But the rise of healthy soda brands such as Culture Pop may serve to refresh its image. Health drivers in the market are heralding a new wave of sodas that promise benefits beyond a sugar high.

From CBD-infusions to brain-boosting nootropics, energy drinks are in the midst of a wellness makeover as Britons increasingly seek natural pick-me-ups. As the category evolves, how can new and emerging brands innovate and engage with consumers in an already thriving drinks market?

Chinese milk tea chain HeyTea has partnered with Korean beauty label 3CE to provide customers the chance to give a public performance of a K-pop routine. With Korean brands experiencing a decline in popularity, it hints at how collaborations may help reignite the 'Hallyu wave' in China.

Starbucks is rolling out a marketing campaign to launch its energy drink brand Baya. Boasting ingredients that support the immune system, it's tapping into the rise of functional drinking behaviors as people look to optimize their physical and mental health through their food and beverage choices.