Global drinking habits are evolving, and a functional drinks revolution is taking centre stage. Today’s consumers want more than taste, they want benefits that support balance, focus, and daily wellbeing. That demand is powering rapid growth in the functional beverage space. From mood-boosting blends to gut-friendly formulas and adaptogen-infused elixirs, beverages are no longer just refreshments, they’ve become tools for modern living.

We’re witnessing a fundamental shift in how people drink, and TRIP is right at the centre of it. Consumers are actively moving away from high-sugar soft drinks, artificial ingredients, and alcohol-heavy lifestyles. Moderation is no longer a niche lifestyle; it is fast becoming the norm. Younger consumers, particularly Gen Z and Millennials, are drinking less alcohol but still want beverages that feel social, special, and aligned with their health goals. 

HFSS has been everywhere lately, but when it comes to real campaigns, a lot of brands are still unsure where the lines actually are. Since sharing our HFSS guide last week, we’ve had a wave of questions from marketers, brand teams and event managers all asking for the same thing - a bit of human clarity! So, here are the questions we’re genuinely being asked, and our straight-talking answers.

The UK’s High Fat, Sugar and Salt (HFSS) advertising regulations came into force on 5 January, marking a major shift for food and drink brands, marketers and influencers. This HFSS guide explains what qualifies as an HFSS product, outlines the key advertising restrictions, and shows how brands and creators can deliver compliant, effective campaigns without risking penalties or reputational damage.

When everything online starts to feel the same, the brands that win are the ones creating something people can actually feel. In a world saturated with AI-generated noise, brands are rediscovering the undeniable power of real human connection. Experiential spend is soaring, audiences are craving authenticity, and the data proves it.

Tony's Chocolonely made an impact last festive season with a unique blend of ethical gifting, humour, and creative activations. The perfect marketing mix of seasonal products, a shopper marketing strategy with interactive elements, clever branding to connect with consumers, and the effective use of influencers and social media. Building on that success this year, Tony’s is returning with a proven approach.