'Som' is a new drink for sleep that is set to launch soon, introducing consumers to a simple way to encourage a better night of rest. The low-calorie beverage itself is vegan, non-carbonated and non-habit forming, plus it is free from dairy, gluten, GMO ingredients and allergens.
Som is set to offer two scientifically advanced formulas, including Original and Zero Sugar varieties that are meant to be consumed about 30 minutes before bedtime. Some of the key ingredients in the formula are magnesium, Vitamin B6, gaba, L-Theanine and melatonin, which promote relaxation and support a healthy sleep routine.
Although there is already a large industry for sleep supplements that come in the form of pills, there is a growing number of functional food and beverage products that aim to make falling asleep as easy as enjoying a light beverage or snack before bed.
What's Driving This Trend
- Functional Sleep Beverages
- Disruptive innovation opportunity: Create new sleep beverage formulas using unique ingredients to promote relaxation and support a healthy sleep routine.
- Non-habit Forming Beverages
- Disruptive innovation opportunity: Develop beverages that provide sleep-inducing effects without causing dependency or addiction.
- Alternative Sleep Solutions
- Disruptive innovation opportunity: Explore new ways to help people sleep better by providing innovative sleep-enhancing products like Som.
Who This Affects Most
- Functional Food and Beverage
- Disruptive innovation opportunity: Expand the market for functional food and beverage products that promote health benefits such as better sleep.
- Sleep Supplement
- Disruptive innovation opportunity: Reinvent the sleep supplement industry by introducing new and innovative formats, such as sleep beverages.
- Health and Wellness
- Disruptive innovation opportunity: Tap into the booming health and wellness industry by creating products that address specific sleep-related concerns.
