FedUp Foods expands into shelf-stable functional drinks

FedUp Foods is moving beyond refrigerated beverages into shelf-stable functional drinks, giving retail partners new center-store options in categories like sodas, protein shakes, coffee and lattes. The expansion comes as store brands and better-for-you drinks keep gaining share with value-conscious shoppers.

Why it matters: - FedUp Foods is extending its private-label beverage business from the cooler into the center store, which gives retailers more room to build functional drink programs across the store. - The move comes as store brands continue to gain ground and shoppers look for affordable better-for-you options. - U.S. store brand sales reached a record $282.8 billion in 2025, up 3.3% versus 1.2% for national brands, according to PLMA. - The global functional drink market is projected to grow from about $150 billion in 2024 to nearly $250 billion by 2030, according to Grand View Research.

What happened: - FedUp Foods announced it is expanding into shelf-stable beverages on Nov. 10, 2026. - The Marshall, North Carolina-based company said the expansion adds shelf-stable capabilities for retailer partners. - FedUp Foods said the new offering builds on nearly two decades of work producing refrigerated functional drinks for major retailers. - The company described itself as the largest private label fermented beverage manufacturer in North America.

The details: - FedUp Foods can now produce shelf-stable, ready-to-drink beverages using tunnel pasteurization and retort. - The shelf-stable lineup includes functional sodas, protein shakes, coffee and lattes. - The products are designed to deliver benefits tied to digestion, energy, calm, focus, hydration and immunity. - FedUp Foods also continues to make refrigerated beverages including kombucha, prebiotic sodas and cold brew coffee. - The company says its refrigerated portfolio is supported by turnkey logistics, distribution and commercialization services. - FedUp Foods is a benefit corporation focused on people, planet and prosperity. - The company directed readers to more information.

Between the lines: - The shelf-stable move broadens FedUp Foods from a refrigerated specialist into a fuller-service manufacturer for store brands. - Retailers can now work with one supplier on both cooler and shelf-stable functional drinks, which may simplify development and expansion plans. - CEO David Gray framed the shift as a way to push store brands further into functional beverages.

What's next: - FedUp Foods said retail partners can use the expanded capabilities to build functional beverage programs across the cooler and center store. - The company expects store brands to keep playing a larger role in functional beverages. - FedUp Foods said its refrigerated standards and mission will carry into its shelf-stable lines as the business grows.**