Dive Brief:

  • A Shoc, an energy drink that’s distributed by beverage giant Keurig Dr Pepper, has raised $29 million in a Series B funding round, according to Forbes.
  • Participants in the latest round included Keurig Dr Pepper, baseball players Aaron Judge and Freddie Freeman, and Pro Football Hall of Famer Michael Strahan. A Shoc is sold in an estimated 80,000 retail locations across the U.S., including 7-Eleven, CVS, Walmart and Target, Forbes said.
  • As consumers move away from drinks loaded with sugar and ingredients on the label they don't recognize — a trend that has only accelerated during the pandemic — companies such as A Shoc that offer better-for-you products have been among the biggest beneficiaries.