Monster Energy is launching Flrt, a wellness energy drink aimed at young women. Brands like Celsius and Alani Nu have been reeling young women into energy drinks with sugar-free flavors and a “fit” lifestyle association from metabolism boosting ingredients. Now, Monster is looking to get in on the good-for-you market too by positioning Flrt as a tool for hair and skin health with ingredients like collagen. Functional beverages are a growing trend, especially among young women looking for products that align with their workout, appearance, and self-care goals. (Food Dive)
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