the Last Drop
7-Eleven Inc., Mini Melts unveil Slurpee-inspired flavor
Beaded ice cream brand Mini Melts teamed up with 7-Eleven Inc. for its latest flavor innovation: Mini Melt Slurpee Blue Raz. The ice cream beads capture the nostalgia of the beloved frozen beverage in a fun new format. Mini Melts Slurpee Blue Raz will be available at participating 7-Eleven, Speedway and Stripes stores nationwide beginning in early summer this year. With its fruity flavor and signature Mini Melts beaded texture, the new flavor is designed to be a crowd-pleaser during the warm summer months, the brand says. “As we continue to grow our presence in convenience and retail, this collaboration with 7-Eleven perfectly embodies our mission to deliver ‘spoonfuls of fun’ with every bite by crafting experiences that go beyond just product,” said Dan Kilcoyne, president and CEO of Mini Melts, in a statement. “The Mini Melts Slurpee Blue Raz flavor brings together two iconic brands in a way that’s exciting for both our fans and 7-Eleven customers.” In a statement, Jasmeet Chawla, senior vice president of merchandising at 7-Eleven (Center of Store and Services), said that 7-Elevent is all about thinking outside of the box with its Slurpee drink flavors and products by mixing up bold and unexpected combos that keep fans coming back for their next brain-freezing adventure. “The new Mini Melts Slurpee Blue Raz helps us craft an unforgettable treat that fuses the icy refreshment of the Slurpee drink with the fun, creamy indulgence of beaded ice cream,” Chawla added.
TruMoo makes a splash with ‘Moana’ Strawberry Banana Lowfat Milk
TruMoo is offering consumers a tropical treat this winter: Disney Moana Strawberry Banana Lowfat Milk. The farmer-owned dairy brand from Dairy Farmers of America (DFA) launched the limited-edition milk after the release of the box office hit “Moana 2” from Walt Disney Animation Studios and ahead of the movie’s streaming release on Disney+ this year. The collaboration gives Moana fans and their families the first-ever fresh strawberry banana-flavored milk offered on store shelves, the company says, but it also harnesses the power of protein-packed, real-dairy milk with 8 grams of protein in a one cup serving. The pink milk features strawberries and sweet bananas flavors offering nutritional benefits, the company says. Each 8-ounce serving contains 150 calories, 2.5 grams of total fat, 11 grams added sugars and provides essential vitamins and minerals, such as calcium and vitamin D, it notes. “We’re excited to collaborate with Disney to bring this delightful flavor to life,” said Rachel Kyllo, chief marketing officer of dairy brands for DFA, in a statement. “TruMoo’s Disney Moana Strawberry Banana Lowfat Milk is not just a beverage, it’s an adventure in every sip that captures the spirit of Moana and encourages families to enjoy both great taste and good nutrition together.”
Paris Hilton partners with Vitapod
Global icon and entrepreneur Paris Hilton and her next-generation media company, 11:11 Media, announced a partnership with Vitapod to launch an exclusive new product line. Vitapod is a brand known for its innovative nutrient-infused beverage pods. The partnership represents a shared vision of empowering individuals to prioritize health while embracing an active, glamour lifestyle, the duo says. “As someone who is always on the go and passionate about health, beauty and wellness, I am so excited to launch this partnership with Vitapod,” Hilton said in a statement. “They have created a truly innovative daily wellness system that aligns perfectly with my lifestyle. It’s a game-changer, and I can’t wait for everyone to experience it. Everyone needs a little extra glow and that boss babe energy every day.” The partnership combines Hilton’s passion for health and beauty with Vitapod’s groundbreaking approach to functional beverages, resulting in a collection of drink pods that deliver essential nutrients — including vitamins A, C, D and E — as well as minerals and polyphenols, it notes. Vitapod says the drinks offer exceptional flavor, rapid hydration, supercharged energy, bright and radiant skin, improved weight management and a bolstered immune system. “We’re thrilled to have Paris Hilton on board for the official launch of Vitapod’s latest product line,” said Billy Cole, president of Vitapod, in a statement. “Paris is a trailblazer who understands the power of blending wellness with innovation for her on-the-go lifestyle. Her partnership will elevate the Vitapod brand and inspire people to prioritize their health and wellness in a more accessible and exciting way.”
Dogfish Head, Grateful Dead keep the music alive with new beer
Dogfish Head Craft Brewery has collaborated with the Grateful Dead once again for a new beer, Grateful Dead Juicy Pale Ale. The brew joins Dogfish Head’s lineup of year-round beers, making its way into draft lines and store shelves nationwide. At 5.3% alcohol-by-volume (ABV), Grateful Dead Juicy Pale Ale is brewed with Kernza perennial grains from The Land Institute, the brewery shares, as well as granola and heaps of good karma for a refreshing, light-bodied beer. The addition of El Dorado and Azacca hops brings waves of tropical pineapple, mango and passion fruit notes “for a vibrant tapestry of alluring aromas and flavors that just keeps truckin’ sip after refreshing sip,” the brewery adds. “As a beer geek with a music problem, few things in life are as sensorially sensational as enjoying a great beer while simultaneously listening to some great music,” said Sam Calagione, Dogfish Head founder and brewer, in a statement. “In 2025, Dogfish Head is turning 30, and my favorite band of all time, Grateful Dead, is celebrating its 60th anniversary. I’m so proud of the broad appeal of this lovely new beer that’s now making its way to Dead Heads and Hop Heads of all shapes and sizes. With its layered, nuanced flavors of tropical hops complemented by its malty body, our Grateful Dead Juicy Pale Ale is as compelling and joyful as the band’s music itself.” The new brew is the latest innovation in the long-standing partnership between Dogfish Head and Grateful Dead, which began in 2013.
Athletic Brewing takes center stage with Live Nation
Athletic Brewing Co. is bringing its award-winning beverages to the live music scene with a new multi-year partnership with Live Nation. Athletic is now the official non-alcoholic beer partner for more than 100 Live Nation concert venues across the United States. The partnership is in response to the growing consumer demand for non-alcohol beverage options, marking a pivotal step in the brewery’s mission to make moderation more accessible. It extends to four major music festivals: Bonnaroo Music & Arts Festival, BottleRock Napa Valley, Festival La Onda and Two Step Inn. “We’re thrilled to partner with Live Nation venues and bring Athletic’s great-tasting brews to center stage at some of the most iconic venues and festivals across the country,” said Andrew Katz, chief marketing officer of Athletic, in a statement. “This partnership strikes a chord with concertgoers seeking non-alcoholic options that harmonize with their lifestyle. Now, fans can enjoy the magic of live music and keep the beat without a buzz.” In addition to event concessions, consumers of legal drinking age can look forward to Athletic tasting experiences at venues and festivals including opportunities to sample the company’s brews, participate in giveaways, snag limited-edition merch and more, it says. “We’re constantly finding new ways to give fans the best experience at our shows, and we’re excited to expand our offerings to match their evolving tastes,” said Maureen Ford, Live Nation’s president of national and festival sales, in a statement. “With Athletic now at more than 100 venues and festivals, fans will have even more choices during their most memorable moments.”
