LOS ANGELES, CA - Generous Brands, a leader in premium refrigerated beverages offering Bolthouse Farms, Health-Ade, Evolution Fresh, and SAMBAZON branded beverages, will be showcasing their suite of innovation at the 2025 International Floral and Produce Association conference in Anaheim. Since launching in spring 2024, Generous Brands has built a nearly $1 billion retail sales portfolio that spans across categories, including juice, smoothies, kombucha, cold-pressed drinks, protein, coffee drinks, and alternative soda. The innovation offerings demonstrate Generous Brands' commitment to bringing growth and excitement to the produce section.
“Generous Brands' upcoming innovation demonstrates our commitment to act as a leader in premium chilled beverage innovation and insights for our valued customers,” said Phil Kooy, Chief Revenue Officer of Generous Brands. “We have an incredible line-up of delicious new offerings that meet consumers’ desire for convenient beverage options that deliver both value and function.”
According to a press release, new offerings available to taste at the Generous Brands IFPA booth #1815 include:
1. Bolthouse Farms MAX Protein
Bolthouse Farms, the #1 player in refrigerated proteins (source: Circana Total US Multi Outlet Retail Sales latest 52 weeks through 10/5/25), is launching a new line of MAX Protein Shakes which offer 38g of protein with only 5 grams of sugar responding to growing demand for high protein products.
“We’ve seen growth across the market in dairy-based proteins popularity as consumers see this form of protein as more efficacious and tastier. Our new MAX Protein innovation will fulfill the current white space in the refrigerated set for a low-sugar dairy-based protein shake. Plus, our shakes deliver the creamy, rich taste they expect from the Bolthouse brand,” says Molly White, Chief Marketing Officer at Generous Brands.
Bolthouse Farms MAX Protein shakes also carry a GLP-Friendly badge with 38 grams of protein to support muscle strength and 5 grams of fiber to support digestive health.
At 38 grams of protein per 12oz bottle, Bolthouse Farms MAX Protein will be the highest protein offering in the chilled produce beverage set. MAX will be available this spring in Vanilla and Chocolate varieties.
2. Evolution Fresh Organic Soda Relaunch and New Flavors
Evolution Fresh, a leading producer of organic, cold-pressed, premium juice products, expanded into the prebiotic soda segment with the Real Fruit Soda launch in May 2024. Building on its position as the #1 refrigerated organic soda brand (source: SPINS MULO + NEC L24 w/e 5.18.25), Real Fruit Soda will relaunch as Evolution Fresh Organic Soda in Spring 2026. The updated line will feature the same delicious, vibrant, fruit-forward taste consumers love, now sweetened with organic monk fruit and agave instead of stevia, reflecting feedback from fans. USDA Organic Certified and made with real fruit juice (never from concentrate), 5g of fiber, and only 7g of sugar, Evolution Fresh Organic Soda delivers the refreshing, lower-sugar, gut-healthy soda consumers are looking for.
To complement the refreshed name and new sweetener, Generous Brands is launching two new fruit-forward flavors: Watermelon Raspberry and Passion Orange Guava.
Evolution Fresh Organic Tea
Evolution Fresh is debuting its new line of refrigerated, USDA Certified Organic Teas. Evolution Fresh Organic Teas harness the natural function consumers know and love from the bagged tea aisle and bring the breadth of functionality to ready-to-drink. These are the only RTD teas on the market that blend brewed tea with cold-pressed juice (never from concentrate) for a burst of real fruit flavor.
Each of the four SKUs highlights a different tea varietal, offering functional benefits that meet consumers across multiple need states.
- Energize: An invigorating Raspberry Passionfruit Black Tea that leaves the body feeling revitalized with naturally occurring caffeine.
- Focus: A stimulating Mango Peach Green Tea with naturally occurring caffeine and l-theanine that keeps the mind concentrated.
- Hydrate: A refreshing Triple Citrus Hibiscus Tea that quenches thirst. • Relax: A calming Berry Lavender Chamomile Tea that soothes the soul.
“The RTD tea aisle has gone flat, and we’re here to freshen it up,” said Molly White, Chief Marketing Officer at Generous Brands. “We successfully shook up the modern soda category last year and now we’re leveraging our cold-pressed expertise to disrupt the tea space. Consumers have been craving real, RTD tea options that deliver on both function and taste, minus all the sugar and fake ingredients. We’re looking forward to having attendees try our delicious Organic Teas and are excited to see their initial reactions.”
Evolution Fresh Organic Teas set a new standard in RTD tea, delivering pure ingredients, along with functional benefits in every rejuvenating sip. Each SKU is also Non-GMO Project Verified.
4. SAMBAZON Açaí Passion Fruit Antioxidant Superfruit Blend
In the Summer of 2024, Generous Brands launched its Integrated Partnership Model, and the company became the exclusive distributor of the #1 açaí consumer brand, SAMBAZON, with agreements to distribute throughout North America. Looking ahead to Spring of 2026, Generous Brand will expand on the beverage offerings with the launch of a 12oz single-serve SAMBAZON Açai Passion Fruit Antioxidant Superfruit Blend. This item provides immunity benefits from an excellent source of Vitamin C, containing both Acai & Acerola Super Fruits from the Amazon. The Antioxidant Super Fruit Blend is Organic, Dairy Free, Vegan, and Kosher.
