PepsiCo is launching a new drink called ‘Driftwell’ that is meant to help consumers relax and unwind before bed.
As the coronavirus pandemic takes a toll on the nation’s stress level, PepsiCo’s latest drink Driftwell is pitching itself as a way to combat the problem.
The idea is to help consumers de-stress and relax before bed as part of an internal competition that started last year by CEO Ramon Laguarta.
The concept won, and the food and beverage giant went to work to make it a reality. Emily Silver, VP of Innovation and Capabilities at Pepsi’s North American Beverages Unit, said it is the fastest new product to ever come out of the company. Driftwell will be available nationwide on e-commerce sites in December and in grocery stores by the first quarter of 2021.
Driftwell will be available nationwide starting in December.
“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,” Silver said.
A few studies have suggested that the ingredient can improve sleep quality and can help reduce the physical symptoms of stress.
“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.
Driftwell also contains 10% of the recommended daily value of magnesium. The drink comes in 7.5-ounce mini cans and just one flavor: blackberry lavender. According to Silver, it’s the perfect size for hydrating before bedtime without requiring another trip to the bathroom.