News Briefs

Ghost is adding a new category to its current roster of sports nutrition products—hydration. 

New from the company is Ghost Hydration, a ready-to-drink hydration beverage that comes in orange squeeze, lemon lime, kiwi strawberry and Sour Patch Kids redberry flavors. 

Made with 0 g of caffeine, the product contains 996 mg of electrolytes and is formulated to help replenish the five electrolytes lost in sweat, the company said. 

“The sports drink category has been on fire the past year, and Ghost couldn’t be more excited to bring additional efficacy and some of our authentic flavor collaborations to the shelf,” said Dan Lourenco, co-founder and CEO of Ghost. “Expanding on the success of our powdered hydration product, we can't wait for the legends out there to get their hands on our RTD hydration product. It’s a flexible and functional anytime thirst quencher with 996mg total electrolytes, 100% RDA of Vitamins B6, B12, and vitamin C, and additional premium trademarked ingredients such as Aquamin and Senactiv.”

Consumers can find Ghost Hydration at Kroger, Walmart and Target among other retailers. 

Rite Aid has completed its previously announced sale of the Elixir Solutions business to MedImpact Healthcare Systems for approximately $576.5 million. 

“We are pleased to finalize the sale of Elixir, marking another important milestone in our transformation to strengthen our long-term financial position,” said Jeffrey S. Stein, Rite Aid’s CEO and chief restructuring officer. “We believe this transaction is a great outcome for Rite Aid and our stakeholders, including our Elixir colleagues and the customers, clients and members they serve. Importantly, this divestiture will better position Rite Aid for long-term success as we continue to evolve our portfolio to focus on the healthcare products, services and solutions that are core to our future.”

Kirkland & Ellis LLP is serving as Rite Aid’s legal counsel, Guggenheim Securities is serving as investment banker, and Alvarez & Marsal is serving as transformation officer and financial advisor.

Sally Hansen’s well-known gel-hybrid polish, Miracle Gel, is turning 10 years old. 

To celebrate the momentous occasion, the brand is rolling out the Birthday collection, which features 8 new trendy shades that range from crème and glitter to soft glam. 

New shades consumers should be on the lookout for include It’s Sherbery Day, Brewberry, Party of Hue, Affairy to Remember, Figgin’ Love Hue, Twinkle Whites, Pink and Outfit and Gel-ebrate. 

Retailing or $12.99 each, Sally Hansen’s Birthday collection is available at mass market, drug store, food and e-commerce retailers. 

Ritual, a supplement brand, will be launching an Omega 3 DHA +EPA supplement. 

Ritual’s Omega-3 is wrapped in a fresh citrus essence capsule, entirely un-fishy for an enjoyable experience, the brand claims. It contains a dose of 500 mg DHA and EPA. The supplement is sustainably sourced from microalgae and supports cell-wall-strengthening, energy-supporting, immune-system-protecting nutrients, the brand said.

As with all Ritual products, this new supplement is made traceable, vegan, third party tested (for heavy metals and microbes), gluten-free, soy-free, major allergen free, and comes in 100% recycled packaging.

In honor of American Heart Month, Cheerios is bringing back its Happy Heart Shapes with a personalized twist. 

The company shared that it is rolling out special-edition boxes of the cereal featuring names of those who have inspired its consumers to make heart-healthy choices, including mom, friend, grandparents and family in English and Spanish. 

“From being there to cheer on your kids’ activities to laughs across the breakfast table—these are the moments with loved ones that remind us why it’s worth saying, ‘Yes’ to taking care of our heart health,” said Kathy Dixon, senior brand experience manager for Cheerios. “This year, the special-edition Cheerios name boxes and Happy Heart Shapes are a simple reminder for people to take care of their heart so they can be there for all of life’s special moments.”

The special edition boxes will be available in the Original yellow-box Cheerios, Honey Nut Cheerios, Chocolate, Strawberry Banana and Apple Cinnamon varieties at retailers nationwide. 

Celsius is taking consumers and their taste buds on a trip to the stars with its new Space Vibe collection. 

An extension of the previously launched Cosmic Vibe line, the new collection features two additional flavors inspired by outer space. 

The full collection includes: 

• Astro Vibe: Featuring the sweetness of blue raspberries, it is inspired by the infinite adventure of space travel; 
• Galaxy Vibe: Made with a blend of strawberries and watermelon, it is inspired by the space-themed retro-galactical trend made to take taste buds to a vibrant mystic galaxy; and 
• Cosmic Vibe: Containing a fruit punch flavor with notes of strawberry, lemon, orange, mandarin and blueberry. 

Celsius’ new Space Vibe collection is available for purchase wherever the brand’s products are currently sold.