PepsiCo Steps Into New Drink Category, Targets Restless Sleepers

Moves by Big Soda into emerging categories like sleep and relaxation will become more common

In the biggest bedtime innovation since ad-free Counting Sheep Premium, consumer goods giant PepsiCo is releasing an enhanced water beverage called Driftwell to help you sleep better.

The backstory: Emerging from an employee incubator program, Driftwell went from ideation to production in under a year. The accelerated timeline comes as demand for “functional” beverages (those that provide value outside of just taste/nutrition) is on the rise, especially during a pandemic when people have struggled to sleep

  • “I think we’re launching this at a time when there’s more consumer interest than there previously was, given everything that’s going on from a macro perspective,” Pepsi VP Emily Silver told CNBC. 

What’s in the can: The active ingredient is L-theanine, an amino acid found in some mushrooms and teas, that PepsiCo says achieved results in clinical testing. At 7.5 ounces, it’s intended to provide the perfect amount of hydration without forcing a midnight trip to the bathroom. 

Bottom line: As Big Soda confronts a decline in the popularity of sugary drinks, moves into emerging categories like sleep and relaxation will become more common.


Via Morning Brew

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