PepsiCo Inc. has expanded its portfolio with the addition of new range. The company will launch a new canned drink “Driftwell” to help consumers relax and fall asleep. Driftwell comes in 7.5-ounce mini-cans.
“Relaxation and dealing with stress is a lifestyle shift,” PepsiCo said. “While PepsiCo ultimately envisions relaxation beverages owning a space similar to the energy category today, how that grows will largely depend on how consumers look for them and the brands’ ability to react to that shopping behaviour.”
The drink will be available in online later this year and in stores in early 2021. It contains L-theanine, an amino acid commonly found in tea leaves and 10% of the daily value of magnesium. Driftwell comes with a flavour of blackberry and lavender.
“We started this project before COVID, but especially now with all the stress, we’re juggling a lot of things and need sleep,” said Emily Silver, vice president of innovation and capabilities at PepsiCo Beverages North America.
“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,” Silver said.
Note to readers: AlCircle brings two-day event for aluminium industry players. We look forward to meeting you virtually at “Global Aluminium Expo 2020” on October 6-7, 2020. For registration, visit www.alcircleevents.co
Responses
