The new beverage called Driftwell is being introduced by PepsiCo to help people relax before the bed. The enhanced drink contains 200 mg of L-theanine and 10% of the daily magnesium content. Starting in December, Driftwell will be available nationally.
The coronavirus pandemic affects the national stress levels of physicians and dentists record more cases of broken teeth and insomnia. PepsiCo’s new beverage Driftwell pits itself as a way to solve the issue.
As part of an internal competition initiated last year by CEO Ramon Laguarta, PEPSI employees came up with a drink to help customers de-stress and rest before bed. The idea won and the giant of food and drink became a reality. The latest product is the quickest ever to release from the company, says Emily Silver, vice president of innovations and ability at Pepsi’s North American beverage unit. In December and the first quarter of 2021, Driftwell will be accessible nationally on e-commerce platforms.
“There’s a stronger market awareness than before, considering all that is happening from a macro context, I think we are launching this,” Silver said.
The enhanced drink includes 200 mg L-theanine, an amino acid found in green and black teas and certain mushrooms. Some research found that sleep quality can be improved and physical symptoms can be decreased.
“We feel quite comfortable making the argument about L-theanine from a scientific and regulatory perspective,” Silver said. “Specifically, we have safety in clinical evidence to demonstrate that it works.
Driftwell also provides 10% of the daily magnesium value recommended. The drink comes in a minican with a flavour of 7.5 ounces: lavender blackberry. Silver claims this is the ideal size for hydrating before bedtime, without having to go to the bathroom again.
According to data from Euromonitor International, operational water beverages were a $2.97 billion market in the United States last year, which predict their popularity will increase their sales this year by nearly 5%. Relaxing drinks are a much smaller category but they may become a part of the daily routines of Americans in Japan.
“It’s a category of nascent, and honestly we believe we’re able to create,” Silver said…
Smaller companies make their calming drinks by adding CBD to sparkling water and by sleeping or soothing it, but there is little evidence to back up such claims. Even though they ban the inclusion of cannabis compound in food and beverages to the Food and Medical Administration, major corporations like Pepsi have for the moment prevented future regulatory snafus by eliminating it.
As of Monday’s end, Pepsi’s shares have a market cap of 189 billion dollars.
