A new RTD direction shaped by market demand, not marketing promises
What began as a post-2022 adjustment has, by 2025, become the default sourcing logic for RTD buyers worldwide. Buyers are no longer chasing novelty alone; they are sourcing RTD protein beverages that combine familiar flavor profiles, clear functional positioning, and export-ready formats. This shift is especially visible in demand for functional RTD beverages that can scale across modern retail and international markets.
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