The days of calorie-packed soda are over, as America reaches for functional beverages that heal,sooth or energize instead. BrandHive co-founder, Jeff Hilton, will lead the charge toward effective drinks today when he speaks at the Healthy Beverage Expo in Las Vegas.

We anticipate Hilton’s presentation to be “standing room only” as buyers, distributors and retailers gather to learn more about the innovative delivery formats, trending functional ingredients and condition-specific health benefits that are emerging in the healthy beverage market.

“It’s true that the food portion of the natural health industry is taking off,” said Jeff Hilton, partner and co-founder of BrandHive. “But, the fuel for the rocket is beverages. This aspect of the industry has grown, and we suspect this is only the beginning of the craze.”

The most popular beverage categories include super fruits, beauty-from-within products, drinks powered by vitality-enhancing ingredients, functional teas and enhanced waters. Marketing has evolved primarily through packaging, designs like cans, bottled drinks and powdered single-serving mixes catch the eye on store shelves. These innovations are helping natural health companies meet growing customer demand.

Hilton often emphasizes that the most successful brands are memorable and different, and boast scientific proof of their effectiveness.

“BrandHive intends to stay on top of the food and drink tidal wave,” continued Hilton. “Our job is to provide strong marketing to this industry as the millennial generation emerges as a critical market. Companies that provide choice, give back and connect socially will do well as this generation comes of age.”