PepsiCo enters health and wellness sector with sleep-aid drink Driftwell
PepsiCo is to launch a beverage branded Driftwell in the US which it says helps consumers relax and sleep easily.
Driftwell will be non-carbonated, free of sugar and calories and infused with BlackBerry lavender flavour.
According to the company, Driftwell contains 10 per cent of magnesium and 200 milligrams of L-theanine. Both ingredients are suggested to improve sleep quality and reduce physical symptoms of stress.
The drink was developed last year and before Covid-19. However, its launch comes at a time when people are facing stress and sleep problems due to lifestyle impacts from the pandemic.
With Driftwell, PepsiCo has taken its first step into the functional water market, which was valued at US$2.97 billion last year, according to Euromonitor International. However, the company said the new drink belongs to what they call “emergent category”, which means it can be placed anywhere.
The new product will be available online this December and at retailers in the first quarter next year. Any plans for international distribution have not been revealed.