PepsiCo’s New Drink Promotes Better Sleep
Stress and worry triggered by Covid-19 has inflated the global number of consumers suffering from sleepless nights – a phenomenon coined by some experts as ‘Coronasomnia’. Recognising this growing wellbeing concern, PepsiCo has developed a new night-time drink designed to promote better sleep.
Driftwell, a functional still-water beverage, is infused with 200mg of L-theanine (an amino acid found in tea leaves and some mushrooms, known for its relaxation properties) and 10% of the recommended daily intake of magnesium (also known for supporting restful sleep). The first iteration will be available in a blackberry-lavender flavour, slated for launch online in December and in grocery stores in early 2021.
While Stylus has been tracking developments in relaxation drinks and snacks for some time (read Functional Ingredients Trends: Boomer Focus), this category is receiving a boost in 2020 amid the pandemic, with the market predicted to grow by 5% by the end of the year (Euromonitor, 2020). This launch reflects the wider consumer pivot towards functional, health-hacking food and beverage products that promote overall wellness during the outbreak, as covered in Functional Foods & How to Market Them.
Additionally, for a further dive into how brands are stepping in to help consumers achieve better sleep in these troubled times, read The Quest for Rest: Products to Support Sleep, and Covid-19: The Beauty Sleep Opportunity.