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Carving out the white spaces in functional beverages

Brands that want to lead the next generation of functional beverages need to stop thinking about following the big trends: and instead set their sights on niche – but highly loyal – consumers. How do you identify these areas - and successfully build a...

CEO interview: The rise and rise of energy drink Celsius

Celsius became a billion dollar brand last year: but that’s just the beginning. From gaining loyal consumers to international expansion plans, CEO John Fieldly reveals the brand’s secrets to success - and its strategy for future growth.

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