Forget sugary, vitamin-dusted waters—new hyper-functional, ultra-healthy, virtually medicinal Beverages are about to flood the market.
Whether you’re in need of an energy boost, focusing your thoughts, or quality shut-eye, there’s a drink for that—no specialty store required. Rebbl’s organic blends are available at supermarkets for $3.99, Torii Lab’s Awake tonic is stocked in cool hotel mini-bars, and you can order a case of Dirty Lemon’s ultra-stylish range by text message. Next year, these tonics will get even more purse-size and portable.
What’s responsible for the functional beverages boom? More people are turning to ancient remedies for their modern maladies. “In the medicinal community, it’s overwhelmingly accepted that herbal and natural extracts with proven efficacy can have significant impact on attitude, appearance, and overall well-being,” says Zak Normandin, Dirty Lemon’s co-founder. “This format takes the guesswork out of the pills and powders which have traditionally dominated the function-specific product space.”
And there’s no need to hold your nose as you sip. As Sheryl O’Loughlin, CEO of Rebbl (whose reishi-mushroom chocolate drink is the grown-up version of Yoohoo), puts it, “Why would I have to take a pill and then eat my food if it’s all in one—and tastes so good?”
