Once dominated by brands such as Gatorade or Powerade, the functional/performance beverage market has recently undergone a huge resurgence. With the help of trendy ingredients, such as CBD, brands have been reshaping how consumers view this once-booming market. With an emphasis on nutritional and performance benefits, this (new) market is hitting all the sweet spots for modern consumers. This week on Just a Taste, we spoke with Beau Wehrle of DEFY. Their CBD-infused performance drink is the first to be made with athletes in mind. We discussed how the product came to be, as well as the hurtles their product has encountered in such a new and emerging market.
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