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Synergy CHC Corp. (NASDAQ: SNYR), a leading provider of consumer health and lifestyle products, today announced the appointment of Erik Shields as Vice President of Beverage, effective May 26, 2025. The strategic hire comes as the company accelerates its entry into the fast-growing functional beverage market with the expansion of its flagship brain health brand, FOCUSfactor.
Shields brings nearly two decades of beverage industry leadership across both alcoholic and non-alcoholic categories. Most recently, he served as Director of C-Store Sales at Trilliant Food & Nutrition, a major provider of coffee and specialty beverage products. His experience includes key roles in business development, national account management, and distributor strategy. As a Certified Cicerone®, Shields also brings in-depth category expertise that will help guide Synergy’s innovation and execution in the beverage space.
The company currently leverages a robust omni-channel distribution model—with placement in major retailers like Costco (NASDAQ: COST), Walmart (NYSE: WMT), Amazon (NASDAQ: AMZN), CVS Health Corp (NYSE: CVS), Walgreens (NASDAQ: WBA), and more—ensuring broad access to its wellness-focused brands. With the launch of new products, this distribution network is expected to expand both domestically and globally, further strengthening Synergy’s already extensive supply chain footprint.
Driving the Future of Functional Beverages
Shields joins Synergy at a critical time as it scales its FOCUSfactor+ Energy Drinks—a new line infused with nootropics and B-vitamins designed to deliver clean energy and enhanced cognitive support. His appointment reflects the company’s broader push to capitalize on rising consumer demand for functional wellness products.
As Vice President of Beverage, Shields will oversee go-to-market strategy, distribution, and execution for the new line, reinforcing Synergy’s position at the intersection of two explosive wellness trends: mental performance and functional beverages.
In addition to FOCUSfactor’s momentum at Synergy CHC Corp. (NASDAQ: SNYR), keep an eye on Alzamend Neuro Inc. (NASDAQ: ALZN), Zeo Energy Corporation (NASDAQ: ZEO), NanoVibronix Inc. (NASDAQ: NAOV), and Heartcore Enterprises Inc. (NASDAQ: HTCR), as they are moving aggressively in early trading today. Also watch NVIDIA Corporation (NASDAQ: NVDA), which is set to report earnings after the close today.