The multinational food and drinks company PepsiCo announced that it will offer a beverage to help people relax. The new offering, called Driftwell, could enter the market in 2021.
New Beverage Venture
The health crisis may have caused many people to worry more. Now, the parent company of the popular drink Pepsi introduced a new beverage that could help people relax before dozing off to sleep.
According to PepsiCo’s Emily Silver, the company launched the product at a time of growing interest among consumers. She serves as the VP of innovation and capabilities in the company’s North American unit.
Telling CNN, Silver said that there’s an opportunity with relaxation-inducing beverages, especially during this crisis. “We certainly see a massive need in this functional space.”
Driftwell: A Drink for Relaxation
The new drink contains an amino acid called L-theanine, usually found in tea leaves. The component is particularly popular among wellness circles. Moreover, Pepsi considers Driftwell as “enhanced water.” Additionally, CNBC noted that several studies remarked that L-theanine can aid in easing physical symptoms of stress. Moreover, the new beverage will also have 10 percent of the recommended magnesium intake.
With Driftwell, which PepsiCo classifies as an "enhanced water," the company takes aim at a $1 billion over-the-counter sleep aid industry and a relaxation aid market where people turn to outlets such as music, hot baths & meditation to soothe their nerves https://t.co/nZWIvr2Kl3
— CNN Business (@CNNBusiness) September 21, 2020
Silver said: “From a scientific and regulatory perspective, we feel really good about that claim around L-theanine. Specifically, we have safety in clinical data to prove that it works.”
Born of a Company Competition
According to a CNBC article, the concept came from company employees. It actually started from a competition from last year initiated by its chief executive Ramon Laguarta. Eventually, the idea of a relaxation beverage won, and Pepsi pursued with the product.
Pepsi plans to roll out Driftwell in online stores by December. Meanwhile, it could hit physical stores in 2021.
