PepsiCo is launching a new drink called Driftwell to help consumers unwind before bed.
The idea to create a relaxing drink came from employees PepsiCo last year, the basis for it was the frequent reports of doctors about the rapid growth of stress in the US (and indeed around the world). It is possible that the creation of Driftwell would have taken several years in the end, as is often the case with the development of new products. But then the coronavirus pandemic began and the world, more than ever, began to need relaxation.
Emily Silver, vice president of innovation for PepsiCo's North American beverage division, said it was the fastest new product the company had ever launched. She also claims that clinical studies have proven the effectiveness of the drink as a relaxing agent.
The name Driftwell can be translated as "calm drift", it is not only sonorous and easy to remember, but also well conveys the purpose of the product. The drink contains 10% of the daily value of magnesium, as well as 200 milligrams of L-theanine, an amino acid found in green and black tea and some mushrooms. Several studies have shown that this ingredient can improve sleep quality and reduce the physical symptoms of stress.
PepsiCo is not the first company to create a drink with a relaxing effect. So, various relaxing drinks are very popular in Japan. And on the US market, cannabidol soda is sold, the creators of which claim that this is a good tool for improving sleep or relaxation, although there have been no special studies confirming such claims (and there are legal questions, too). But in general, this market is still in its infancy, and the arrival of such a player as PepsiCo may mean the rapid development of this direction.
Driftwell is expected to be available on the company's online store in December 2020. It will be available in regular stores starting in January 2021. The drink will be available only in 0.2-liter metal cans and only in blackberry-lavender flavor.