Netherlands-based FlyFit has introduced a range of drinks to help airline passengers counter the effects of flying. Though a potentially niche platform, the drinks have a specific demographic and provide a service to those on long haul flights.

Marketed as 'nature’s Gatorade', Vita Coco has become popular way beyond the gym. It has a 60% market share in the US, and over 90% in the UK, where it’s the fastest-growing non-alcoholic drinks brand. But just how did Vita Coco turn coconut water into a global phenomenon?

9 in 10 adults are consciously eating more nutrients, vitamins and minerals. These so-called ‘specialty nutritionals’ closely link eating to health. Antidote is a brand tapping into this trend by offering juices as a ‘cure’ for unhealthy lifestyles.

Using Twitter to offer career-anxious graduates access to hard-to-breach industries, Vitamin Water is not only making a connection with its audience, but developing strong associations with a new generation of rising talent.