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?

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.

Foodie culture is spreading to soft drinks, with more people saying the drinks available at a restaurant influence their decision of where to eat. With new flavour varieties, healthier options and customisation on the menu, the gourmet soft drink is on the rise.

As society becomes more pressed for time, snacking is convenient and quick. With diet-conscious consumers looking for healthier options, drinkable foods like Mamma Chia's organic seed juices are bridging the gap between food and drink.