Driftwell from PepsiCo Helps with Relaxation and Sleep
Michael Hemsworth — September 16, 2020 — Marketing
References: pepsico & trndmonitor
The Driftwell enhanced water beverage is a new product from PepsiCo that will provide consumers with a way to help relax, unwind and potentially enjoy better sleep. The product is infused with 200 mg of L-theanine along with magnesium to make it a wellness-focused refreshment that doesn't skimp on delivering nutritional and hydration support. The drink could become a mainstay part of the average consumer's routine when it comes to relaxing and unwinding when stress levels rise.
Vice President of Innovation and Capabilities at Pepsi's North American Beverages Unit Emily Silver spoke on the new Driftwell enhanced water beverage saying, "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. From a scientific and regulatory perspective, we feel really good about making that claim around L-theanine. Specifically, we have safety in clinical data to prove that it works."
Vice President of Innovation and Capabilities at Pepsi's North American Beverages Unit Emily Silver spoke on the new Driftwell enhanced water beverage saying, "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. From a scientific and regulatory perspective, we feel really good about making that claim around L-theanine. Specifically, we have safety in clinical data to prove that it works."
Trend Themes
1. Enhanced Wellness Water - Opportunity for creating enhanced water beverages that offer wellness benefits such as relaxation and better sleep.
2. L-theanine Infusion - Potential for infusing beverages with L-theanine, a compound known for promoting relaxation and stress reduction.
3. Hydration Support - Importance of developing beverages that provide both nutritional and hydration support for consumers' wellness routines.
Industry Implications
1. Beverage Industry - Disruptive innovation opportunities in the beverage industry by offering enhanced wellness water beverages that cater to consumers' relaxation and sleep needs.
2. Wellness Industry - Opportunity to tap into the wellness industry by creating beverages that promote relaxation and better sleep as part of consumers' wellness routines.
3. Functional Drink Industry - Potential for disruptive innovation in the functional drink industry by incorporating ingredients like L-theanine and magnesium to enhance relaxation and hydration benefits.
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