The partnership brings together two brands with strong growth momentum, rooted in fitness and community and united by a shared belief in the power of everyday achievers – from first-time competitors to seasoned athletes.

Through the partnership, CELSIUS will bring its LIVE.FIT.GO. platform to life by creating experiences at the intersection of fitness and culture that celebrate movement, progress, and the ambition to own your goals. CELSIUS will connect with ATHX participants through a premium branded zone experience and product sampling across select competitions.

ATHX Birmingham, held on 22^nd and 23^rd August 2026, marked the start of the partnership, bringing CELSIUS to the heart of the ATHX community. The ATHX Games will arrive in Dublin on 12^th and 13^th June 2027 at RDS Dublin.

Julien Scheubel, Head of Brand – Europe at Celsius said: “CELSIUS® is built for people who are motivated to keep moving and make every day count.

“We are excited to become the Official Energy Drink Partner of ATHX, a brand that shares the belief in the power of community and in making fitness more welcoming, rewarding, and relevant to everyday achievers.

“We can’t wait to bring our LIVE.FIT.GO. platform to life together, supporting participants as they take on their goals.”

Founded in the UK in 2023, ATHX has experienced threefold growth in competitor numbers over the past three years and expects more than 40,000 participants across its events in 2026. CELSIUS plans to expand alongside ATHX as it looks to bring its competition beyond Europe.

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Evidence of this merger can already be seen with the launch of the Hovis Bakeries website.

With a tagline of ‘Nourishing the Nation’, the new website announces the bringing together of Allied Bakeries and Hovis Group.

With the merger having been given the green light by the CMA last month, ABF said the new business will invest in the segments of the UK bakery category that are growing as a result of changing consumer tastes and needs.

Chief Executive of Hovis Bakeries, Sarah Arrowsmith said this was an exciting opportunity to create a large and transformative UK bakery business.

“We will now begin the work of revitalising our brands through innovation, becoming the UK’s best own-label bakery partner and strengthening our position as the bakery industry’s route to market through our unique direct-to-store network,” said Sarah.

George Weston, Chief Executive of ABF said the completion of this transaction marked a significant step towards the delivery of a profitable UK bread business.

“By combining our expertise, scale and capabilities with targeted investment into new product categories, this business can return to growth, provide greater consumer choice, serve our customers better than ever and so create value for shareholders,” he said.

“The transaction will support the wider UK economy, including by securing high-quality jobs. I am confident that our uniquely capable team have the right plans to build this business.”

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The consultation on proposals for vapes and nicotine products has suggested introducing plain packaging and limiting flavour names to only recognisable descriptions, such as ‘Apple’.

It is seeking responses on a range of proposals, including restrictions on displays similar to tobacco products and mandating manufacturers of vape devices to make them in plain colours, such as white or grey and without any images.

The consultation, led by the Department of Health, runs until 2^nd October 2026 and follows the passing of the Tobacco and Vapes Act which became law on 29^th April this year.

It focuses on three areas of proposed regulation across the UK, namely new packaging requirements; new restrictions on vape and heated tobacco device appearance; and new restrictions on where products can be displayed in shops. In outlining the scope of the proposals and when new requirements are introduced, the consultation acknowledges that manufacturers will need time to update their packaging to comply with new riles, while retailers may also need time to sell old stock which would not comply with the new law.

Proposing a minimum notice period of 12 months, this would mean all products in scope of the proposals would need to comply with any new regulatory requirements by the end of a 12-month implementation period. Although it also states they welcome views on whether a longer or shorter notice period is needed.

Describing it as an opportunity for retailers to help make sure new regulations are practical, proportionate and effective, BAT UK added that the implementation of regulations will have a significant impact on day-to-day store operations, including potential financial implications.

“Retailers have invaluable experience of how these products are sold and how regulations work in practice,” said Commercial Director at BAT UK, Tolga Kilic.

“Their feedback can help ensure that any future measures are sensible and avoid unintended consequences for responsible businesses.”

Adding that they support targeted action to prevent youth access to nicotine products, Tolga Kilic added regulation must also ensure adult smokers remain aware of, and have access to, reduced-risk alternatives to cigarettes.

“Measures such as packaging restrictions, display bans and limits on product communications could have significant implications for retailers and for adult consumers seeking alternatives to smoking,” said Tolga.

“It is therefore essential that government carefully considers evidence from those who will be responsible for implementing these changes in practice. We strongly encourage retailers to take part in the consultation and make their voices heard before the government takes final decisions.”

Head of External Affairs UK and Scientific Affairs at Haypp Group, Dr Marina Murpshy also said the consultation provides an opportunity for constructive dialogue on preventing youth access.

“Packaging regulations should reflect the different risk profiles of nicotine products. A one-size-fits-all approach that treats reduced-risk, smoke-free products in the same way as cigarettes risks making it harder for adult smokers to identify and switch to better alternatives,” she said.

“The most effective way to prevent youth access is through robust age-verification, enforcement of existing laws and action against illicit sales. Packaging should support informed adult choice without undermining these measures or reducing the ability of smokers to identify less harmful alternatives.”

See the consultation here: Tobacco and vapes: packaging, appearance and display

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The new Triple Dip includes three sour sherbet flavours – strawberry, apple and blue raspberry – along with the Swizzelstick for dipping.

With an RRP of £0.50p, the latest addition to Swizzels countline range features bold new packaging set to stand out on counter tops and appeal to those seeking a sour twist on a nostalgic product.

“Double Dip has been loved for generations and this timeless treat is just as popular today,” said Clare Newton, trade and shopper marketing manager at Swizzels.

“With sour confectionery in high demand, creating a Triple Dip that leans into this trend felt like the perfect way to mark 50 years since Double Dip first launched.

“Both products are vegan-friendly and affordable, appealing to a wide range of consumers and enabling retailers to bring something new to their novelty offerings. Whether shoppers are seeking to be transported to childhood trips to the corner shop with Double Dip or are hearing about the product for the first time in the form of Triple Dip, the brand is a must-stock for retailers looking to drive novelty sales and capitalise on the nostalgia and sour trends in the category.”

As the top manufacturer of countline sugar confectionery, Swizzels continues to add novelty products to its range, appealing to demand for low-cost treats from trusted brands. The novelty category is currently worth £69m* making it a key focus for retailers looking to elevate their confectionery offerings.

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IT’S GIVING, the first brand from Simon’s new venture Fizz With Purpose, is available in three fruity flavours – Apple & Elderflower, Black Cherry and Mango & Passionfruit. Each 330ml can contains 6g of plant-based fibre, is low calorie, naturally low in sugar and contains no artificial sweeteners.

The launch comes at a time when soft drinks remain one of the strongest categories in convenience, with total category value growing +6.9% year on year. However, the bigger shift is what shoppers are choosing within soft drinks, with modern soda growing at +412% year on year, significantly ahead of more established areas such as cola at +2.8% and other flavoured carbonates at +4.4%*.

That gives IT’S GIVING a clear role in one of the fastest-growing spaces in the category, bringing a modern soda proposition into mainstream convenience at an accessible price point.

“IT’S GIVING has been developed around a clear consumer need. Shoppers increasingly want drinks that feel healthier and offer more, but too often they feel forced to compromise on taste, affordability or everyday accessibility,” said Simon Gray.

“IT’S GIVING is designed to challenge that compromise, bringing together great taste, 6g of plant-based fibre and a £1 PMP format that makes modern soda accessible for everyday soft drink occasions.”

It also comes at a time when fibre intake remains a major consumer issue, with 96% of UK adults failing to meet the recommended 30g daily fibre intake, according to the British Nutrition Foundation.

Early sales in Northern Ireland are tracking ahead of expectations, with the brand showing strong early rate of sale and, in some launch retailers, performing above the levels of established carbonated soft drinks brands.

IT’S GIVING has already earned industry recognition, with finalist spots in all three UK Soft Drinks Awards categories it entered: Best New Brand, Best Functional Drink and New Product Concept.

“For retailers, IT’S GIVING brings together the cues shoppers are looking for – taste, flavour, fun, value and added benefit – in a format that sits comfortably in the mainstream soft drinks chiller rather than a specialist health fixture,” added Simon.

“I know better than most what it takes to build a drinks brand that resonates with consumers in Northern Ireland. With BOOST, I built a hugely successful brand on value and functionality. IT’S GIVING takes that same understanding into a new space – flavour-led refreshment with added purpose.”

The brand is now available across key wholesalers in Northern Ireland, including Musgrave, O’Reilly’s, C&N, Northern Confectioners and S&W.

The IT’S GIVING launch will be supported by sampling activity and consumer-facing events across Northern Ireland as part of the brand’s #ServeSeason campaign, helping drive awareness, trial and demand at store level during the key summer trading period.

For more information, visit www.itsgivingdrinks.com or follow @itsgivingdrinks on Instagram and TikTok.

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