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Beverages Chill Out

Contact Author Meredith Hollihan, Mintel
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This is only an excerpt of the full article that appeared in P&F Magazine. The full content is not currently available online.

On average, consumers feel more overwhelmed today than they felt several years ago. The current recessionary economy has caused many to lose their jobs and be hit by a rapid succession of major declines in home and stock prices. These taxing events have resulted in a need for more remedies that help individuals cope with stress. Instead of depending on energy drinks to handle daily pressures, some now take an opposite approach to face their hardships—that is, with beverages claiming to calm and ease the mind. The calming trend’s increased prevalence within the drink sector certainly comes at a good time.

Drinking for Tranquility

A stiff cocktail used to be the beverage of choice to help “take the edge off.” Now individuals can choose from a variety of non-alcoholic drinks designed to soothe the mind and body in order to retreat from a stressful world. Though still somewhat niche, the calming attribute is gaining ground in the global beverage category as more manufacturers introduce drink products in various formats, featuring ingredients associated with relaxing properties. General convenience and affordability make beverages an ideal category to adopt calming functionality.

One of the first calming beverages to come to market is RelaxCo’s Blue Cow drink in the United States. The makers of Blue Cow maintain the relaxation drink can be consumed to face any type of situation that raises stress levels. Blue Cow houses a proprietary blend of ingredients to promote relaxation without drowsiness—chamomile, hops, passion flower, hawthorne berry, lemon balm and Suntheanine—a patented brand of the primary amino acid, L-theanine, found in green tea. Blue Cow does not contain caffeine, calories, carbohydrates or sugar.

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