“Sip into relaxation”: PepsiCo launches Driftwell beverage with L-Theanine and magnesium to aid sleep
17 Sep 2020 --- PepsiCo has launched an enhanced water called Driftwell that uses L-Theanine and magnesium to help consumers relax, de-stress and sleep better. The FMCG giant affirms that its brand aims to drive an essential wellness conversation in North America, conscious that relaxation and dealing with stress is “a lifestyle shift.”
According to the US National Sleep Foundation, “millions of people” had insomnia before the COVID-19 outbreak. The pandemic has now created a host of new challenges, even for people who previously had no sleeping problems.
Social distancing, school closures, quarantines and working-from-home resulting from the pandemic have brought major disruptions to consumers’ daily lives, meaning more people may find it difficult to fall into restful slumber and therefore seek functional solutions.
PepsiCo’s latest water beverage Driftwell was designed to combat stress levels and poor sleep quality.PepsiCo carried out this product from conception to execution in less than a year. The new beverage will be available nationwide on e-commerce sites starting December and on retail shelves by Q1 next year.
Key ingredients to aid sleep
PepsiCo notes that the current functional beverage scene “forces” over-stressed consumers with sleeping difficulties to choose between products that provide either “little efficacy” or “groggy after-effects”.
Driftwell includes 200 mg of L-Theanine, primarily found in green tea and commonly regarded as a relaxation aid. With a “subtle and soothing hint of blackberry and lavender flavors,” each can also contains 10 percent of the daily recommended intake value of magnesium, a mineral that contributes to proper body functioning and proper sleep.
Tapping into the “reduction revolution”, Driftwell also has zero calories or sugar. According to Innova Market Insights, botanical ingredients in functional beverages will be seen more and more, with claims around immunity and overall well-being steering consumer demand.
Sleep and relaxation NPD
For 2020, key themes gathering pace in the beverage space identified by Innova Market Insights are claims around cognitive function, sleep aid and the natural maintenance of energy levels.
The market researcher also maintains that consumers who want to sleep better and sustain energy levels may also be looking for alternatives to caffeine or products that provide a sense of sustained energy throughout the day.
Increasing stress levels can result in not getting enough sleep, and vice versa, creating a vicious cycle. This has opened a window for sleep-assisting NPD to hit the market. Throughout the ongoing pandemic, NutritionInsight has delved into the various natural ingredients that consumers are reassessing with potential to aid with sleep and stress relief.
In August, sleep wellness brand Proper unveiled a family of four sleep-aid supplements and a personalized coaching app to support US consumers’ slumber.
Meanwhile, Ancient Nutrition offers a fermented collagen product in a sleep variety. Yuno also recently introduced a line of “BioTactical Drinks” designed to be mixed and matched to promote energy, focus, memory retention, relaxation and better sleep.
Edited by Anni Schleicher, with additional reporting from Katherine Durrell
