We’re witnessing a fundamental shift in how people drink, and TRIP is right at the centre of it. A change in global drinking culture is driving a functional drinks revolution. Consumers are actively moving away from high-sugar soft drinks, artificial ingredients, and alcohol-heavy lifestyles. In their place, functional beverages are becoming the go-to choice.

HFSS has been everywhere lately, but when it comes to real campaigns, a lot of brands are still unsure where the lines actually are. Since sharing our HFSS guide last week, we’ve had a wave of questions from marketers, brand teams and event managers all asking for the same thing - a bit of human clarity! So, here are the questions we’re genuinely being asked, and our straight-talking answers.

The UK’s High Fat, Sugar and Salt (HFSS) advertising regulations came into force on 5 January, marking a major shift for food and drink brands, marketers and influencers. This HFSS guide explains what qualifies as an HFSS product, outlines the key advertising restrictions, and shows how brands and creators can deliver compliant, effective campaigns without risking penalties or reputational damage.

When everything online starts to feel the same, the brands that win are the ones creating something people can actually feel. In a world saturated with AI-generated noise, brands are rediscovering the undeniable power of real human connection. Experiential spend is soaring, audiences are craving authenticity, and the data proves it.

Tony's Chocolonely made an impact last festive season with a unique blend of ethical gifting, humour, and creative activations. The perfect marketing mix of seasonal products, a shopper marketing strategy with interactive elements, clever branding to connect with consumers, and the effective use of influencers and social media. Building on that success this year, Tony’s is returning with a proven approach.