The latest news, trends, analysis, interviews and podcasts from the global food and beverage industry
Functional beverage brand Hiyo is expanding its social tonic portfolio with the launch of a limited-edition Apple Cinnamon flavour for the fall season.
The new 0% ABV drink will be available for a limited time at Target stores nationwide, through Target.com and direct from Hiyo’s website.
Apple Cinnamon combines the taste of fresh apples with subtle warming notes of cinnamon, positioning the product around the more relaxed and social occasions associated with the fall season.
The launch reflects continued innovation in the functional and non-alcoholic beverage categories, where brands are increasingly using familiar seasonal flavours to create new drinking occasions and encourage repeat purchases.
Like the rest of Hiyo’s range, Apple Cinnamon is formulated with a blend of organic adaptogens, nootropics and botanicals. Ingredients include ashwagandha, L-theanine, lion’s mane, lemon balm, passion flower and ginger.
The brand positions the formulation as delivering its signature “float” experience, designed as an alternative to alcohol for consumers looking to socialise or unwind without consuming alcohol.
With 0% ABV and 30 calories per can, the limited-edition flavour targets consumers seeking a lighter option for seasonal gatherings, meals and at-home occasions.
George Youmans, co-founder and chief revenue officer at Hiyo, said: “We created Apple Cinnamon for the slower, cozier moments that make the season feel special, whether that’s hosting family, celebrating a fall tradition or turning an ordinary night in into something worth celebrating.”
Youmans added that the product combines a flavour associated with the season with Hiyo’s established functional beverage proposition.
The Apple Cinnamon launch comes amid a period of significant retail growth for Hiyo, which has expanded its distribution across the US through partnerships with major retailers including Target, Costco, Kroger, Whole Foods Market and Sprouts.
The four-pack will retail at Target for an SRP of $13.99, while a 12-pack will be available through Hiyo’s direct-to-consumer channel for $44.99, while stocks last.
The addition brings a distinctly seasonal flavour to Hiyo’s broader portfolio, which includes Blackberry Lemon, Passion Fruit Tangerine, Peach Mango, Pineapple Coconut, Strawberry Guava and Watermelon Lime.
As the non-alcoholic and functional drinks markets continue to attract new consumers, Hiyo’s latest launch highlights how beverage brands are increasingly looking beyond traditional fruit flavours and into seasonal formats to create new occasions for alcohol-free drinking.
