Mental Wellbeing Be the New Goal of Functional Beverages
A beverage brand ‘Recess’– with its tagline, “We canned a feeling” has predicted that it will increase its distribution from 4,000 to 8,000 stores by the end of this year. The rationale behind it is that more consumers’ desire to seek ways to relax, without turning to alcohol.
For this reason, Recess has picked up magnesium and adaptogen-infused beverage lines across the United States and is on course to generate 50% of the sales in the coming months.
The brand states that they see it as a broader category for relaxation, with several subcategories for it to play in. Addressing the new mood flavors, it is certain that the brand taps into key trends such as “mental wellbeing and alcohol moderation.”
With customers prioritizing the trend of mental wellbeing over alcohol moderation – it is likely to impact several other retailers and brand categories in the years to come.
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