MyMuse, a beverage brand focused on delivering better-tasting, functional drinks, has partnered with social media influencer and singer Dixie D’Amelio to launch a new caffeine-free soda called Passion, the company announced. The limited-edition flavor marks MyMuse’s debut lineup of caffeine-free “Inspired Sodas,” which are now available at retailers like Target, Sprouts, GoPuff, and Amazon.

The D’Amelio family has been involved with MyMuse since beverage veteran Lance Collins launched the brand in 2020. When MyMuse initially launched as an enhanced water brand, Collins tapped the D’Amelios, described as a “social media powerhouse with over 250m combined followers,” to help market the products.

After pandemic-related supply chain disruptions forced a pivot, MyMuse reassessed its offerings. Company CEO Bill Juarez told FoodNavigator-USA that the brand expanded into caffeine-free sodas containing functional ingredients like adaptogens and electrolytes based on the success of gut health-focused soda brands. However, MyMuse aimed to “deliver a taste-first soda,” prioritizing flavor over functional benefits.

The new “Passion” soda contains 25 calories, 5 grams of organic cane sugar, a blend of adaptogens like maca root and ashwagandha, and minerals like zinc, potassium, and magnesium. The brand gave Dixie D’Amelio “complete creative freedom” to create and name the bubbly, passion fruit-flavored soda.

“From the taste tests, design meetings, and content production, I had so much fun creating my passion-inspired Soda flavor with MyMuse,” D’Amelio said in the announcement. The partnership celebrates her creative interests, like music, while providing an “authentic connection” to MyMuse’s young consumer base.

Juarez said influencer marketing provides more authenticity than traditional celebrity endorsements for reaching consumers “who grew up on a smartphone.” He defines an influencer as “somebody who adds value to the follower,” which D’Amelio does by personally designing the soda flavor her audience will consume.

Juarez believes brands must “choose that influencer very carefully that they align with your brand values” rather than chase large follower counts alone. He believes D’Amelio’s involvement in Passion’s creation demonstrates authentic brand fit.

Alongside the D’Amelio collaboration, MyMuse’s new caffeine-free Inspired Sodas include Black Cherry and Orange U Glad flavors. These drinks contain the same functional ingredients and have 25 calories and 5 grams of sugar. The launch expands the brand’s portfolio beyond enhanced waters.

According to FoodNavigator-USA, MyMuse spent six months building a nationwide retail strategy before the soda rollout. The brand will start launching this month at 1,200 Target stores, plus Sprouts, Amazon, and select Kroger and 7-Eleven locations.