Pepsi has announced Driftwell, a new enhanced water beverage it claims will improve sleep quality. The drink contains L-theanine, an amino acid founds in mushrooms and tea. It provides hydration before bed and assists in improving sleep quality and combating the symptoms of stress.
The product:
- The idea came from an internal competition within Pepsi where employees developed new product ideas.
- The drink also has 10% of the daily recommended dose of magnesium.
- It will be available online in December and in stores in Q1 2021.
The industry:
- Since the early 2000s, consumer preferences have changed, with sugary drinks being one of the most common items eliminated or reduced in diets.
- In 2012, the average child under 18 drank 79 calories (over half a can of coke) less per day than in 2004. This means that, on average, each child consumed 200 cans of sugary carbonated drinks less per year in 2012 than in 2004.
- From 2015 to 2020 the market for sugary soft drinks fell by an average of 3.6% each year.
- In 2016, the sales of bottled water overtook the sales of sugary soft drinks for the first time.
- 80% of consumers now want to drink bottled water that serves a functional benefit.
