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.
-The Morning Brew