September 16, 2020 , 9:48 am

Health and Wellness Beverage Companies soon to Launch a Sleep-aid Drink by Pepsi

PepsiCo Inc. has a new addition to the “functional” beverage category coming nationwide in December: Driftwell, a beverage that aims to help consumers relax and fall asleep.

Driftwell will roll out online first and then head to select retail shelves in the first quarter of 2021, a strategy chosen to drive interest in the product before it hits stores, the company said.

Developed through an internal pitch competition in 2019 and launched in less than a year, Driftwell contains L-theanine. Theanine is also found in tea and is used to ease anxiety and improve mental function.

Driftwell also has a “spa-water inspired flavor” of BlackBerry and lavender. Driftwell isn’t carbonated and doesn’t contain sugar or calories.

The new beverage comes at a time when many consumers are reporting trouble sleeping due to anxieties related to the coronavirus pandemic.

PepsiCo PEP, -0.76% says Driftwell was in development before COVID-19, though recognizes the need during the pandemic.

“Relaxation and dealing with stress is a lifestyle shift,” according to a statement from PepsiCo.

Over-the-counter sleep aids are a $1 billion market with a more than 9.5% four-year compound annual growth rate (CAGR), according to data provided by PepsiCo.

Driftwell falls into what PepsiCo calls an “emergent” category, which means it could be placed in a variety of places throughout the grocery store, including health and beauty.

Tags
anxieties
Driftwell
grocery store
PepsiCo
Relaxation

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