The newest brand in the functional beverage category is Celsius, a soft drink with a unique claim that it helps consumers burn calories when consumed. To differentiate this beverage from the slew of energy drinks in 8-oz. slim cans, the maker of Celsius, Elite FX, Inc., chose a sleek 12-oz. glass bottle from Vitro Packaging, Plano, TX. The bottle also features a full-body shrink sleeve label from SleeveCo., Dawsonville, GA.