Jordan's Skinny Mixes is expanding its product development model with a creator-led platform, launching Daydream Syrup on August 18 as the first release in the Skinny Mixes Creator Series — a structured collaboration framework that pairs the brand's formulation capabilities with the distinct audience reach of content creators.
The zero-sugar syrup draws on Rainbow Sherbet nostalgia, blending orange, raspberry and lime with a creamy finish. It is positioned for use in water, sparkling water and other everyday beverages, and joins a portfolio already distributed through mass and grocery retailers and Amazon in addition to direct-to-consumer at SkinnyMixes.com.
The Creator Economy Angle
The Creator Series represents a deliberate channel strategy for the Clearwater, Fla.-based brand. Rather than licensing a celebrity name or running a limited-edition novelty, Skinny Mixes is formalizing co-development with organic brand advocates — creators who arrived as customers and built authentic audiences around the products. Tonya Spanglo, the inaugural series partner, developed a following within the bariatric community by sharing low- and no-sugar beverage recipes, a demographic with strong crossover demand for sugar-free enhancers and a high sensitivity to product authenticity.
"Tonya's relationship with Skinny Mixes started in the most authentic way: she was a customer who genuinely loved the products and made them part of her everyday life," said Dana Paris, Chief Commercial Officer of Jordan's Skinny Mixes. "Daydream celebrates everything that grew from that connection. It is joyful, personal and community-driven, and it sets the tone for what we want the Creator Series to become."
Spanglo contributed to the flavor profile and creative direction of Daydream, giving the brand a co-development story it can carry through retail marketing and social channels. That narrative architecture — creator as origin story, not endorser — is increasingly valued in the better-for-you beverage segment, where purchase decisions are heavily influenced by community trust and recipe-sharing behavior.
Market Framing
The zero-sugar beverage enhancer category has seen sustained momentum as consumers seek to reduce added-sugar intake without sacrificing flavor variety. Syrup-format enhancers occupy a distinct niche from single-serve powder packets and liquid drops, appealing to home beverage enthusiasts and foodservice-adjacent consumers who build ritualized drink routines. Brands such as Skinny Mixes compete on flavor breadth and novelty cadence, making the Creator Series a mechanism to accelerate SKU development while limiting internal R&D risk — each new flavor arrives with a pre-built audience and a documented use case.
The bariatric wellness community in particular represents a loyal, underserved consumer segment for sugar-free brands. Products endorsed authentically within that community tend to generate high repeat-purchase rates, a key metric for DTC beverage brands managing customer acquisition costs.
For the food and beverage industry more broadly, the Creator Series model reflects a shift in how emerging brands are structuring influencer relationships — moving from paid placements toward equity-adjacent co-creation arrangements that give creators product ownership stakes in outcome, even when formal equity is not disclosed. The non-alcoholic beverage sector and DTC food brands are both tracking this structure closely as a lower-cost alternative to traditional celebrity licensing.
Daydream Syrup is available exclusively at SkinnyMixes.com at launch, with no brick-and-mortar rollout announced at this stage.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
