The sector of health-beneficiary products is currently expanding at a higher rate than usual as increasing number of people, sports enthusiasts and lifestyle consumers, are being health cautious – not just in terms of food or innovations that help you stay fit, but also beverages.

Evolving consumers means diversifying demands. People are starting to look for products that provide more than just health benefits, like heightened energy, better mental wellbeing, or environmental-friendliness, and hence new products are being introduced as well.

Driftwell is being launched by PepsiCo, it is said to be able to make consumers unwind and relax and is hence targeting people who overstress or have trouble sleeping. It contains magnesium and L-theanine (that promotes calmness), and zero calories, zero sugar, and zero carbonation. It is currently available in Q4 eCommerce in 2 flavors of lavender and blackberry and will come to shelves in Q1 2021.

Koios, that previously sold nootropic capsules, has also decided to enter the beverage industry after seeing the success of their supplement line. The beverages are carbonated canned with nootropic ingredients (that improves cognitive features) like caffeine from green tea, medium chain triglycerides from coconut oil, Lion’s Mane mushroom, and vitamins B6 and B12. And, their latest product, Fit Soda, are for those looking for a soda fix, containing zero sugar and BCAAs (that are branched chain amino acids).

Now, not all that is imagined can be backed up by science, at least not yet. Brands, apart from keeping the taste and texture of the beverages in mind, need to be vocal about the advantages their products can provide and also be honest about the ingredients or side effects. Otherwise it’ll take only a few social media posts for them to lose all their customers’ trust.