# Immunity-Focused Beverage Blends JOYÀ Debuts a New Immunity-Focused Superblend and a Rebrand By Grace Mahas | Published 2023-03-30 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/immunityfocused-superblend References: [thejoyalife](https://www.thejoyalife.com/en-ca)  [JOYÀ](https://www.trendhunter.com/trends/adaptogenic-functional-chocolates) – the wellness brand reimagining functional health into an easy, effective and delicious daily ritual – is expanding its Superblends line with the launch of [DEFEND](https://www.trendhunter.com/trends/functional-mushroom-coffee-range) and unveiling a rebrand. The new Vanilla-Maca flavored blend provides your daily dose of defense – ethically sourced and chef-crafted with a [powerful botanical blend of adaptogens](https://www.trendhunter.com/trends/botany-elixirs) – including Ashwagandha, Reishi mushroom, Lion’s mane mushroom and Maca to support foundational health, immune function, cellular health and the body’s resistance to stress. Simply add a scoop to your daily coffee, tea or smoothie & reap its functional benefits. This new SKU joins the existing line of Superblends, inclusive of FOCUS, RESTORE and CALM. In addition to this exciting innovation, the brand is unveiling a rebrand, inclusive of consumer-centric product messaging, packaging redesign and a revamped e-commerce experience. Incorporating eye-catching earth-tone colors and a bold stripe representative of the most prominent flavor notes of the product, JOYÀ aims to invite new consumers to explore and enjoy the benefits of functional wellness. ## Trend Insights (Trend Hunter) - Score: 4.7/10 - Popularity: 56% | Activity: 69% | Freshness: 15% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### What's Driving This Trend - **Immunity-focused Beverages:** Creating functional health beverages that provide a daily dose of defense using ethically sourced and chef-crafted botanical blends. - **Adaptogens:** Incorporating adaptogens like Ashwagandha, Reishi mushroom, Lion’s mane mushroom, and Maca into wellness products to support immune function, cellular health and the body’s resistance to stress. - **Wellness Rebranding:** Revamping packaging, messaging and e-commerce experiences with eye-catching design to invite new consumers into the benefits of functional wellness products. ### Who This Affects Most - **Wellness and Functional Foods:** Using ingredients with functional benefits such as adaptogens and botanical blends to create products that focus on immune system support and overall health. - **Beverage:** Exploring new flavors and ingredients to create functional beverage blends that support immune health. - **E-commerce:** Revamping the online shopping experience to include educational information about functional health and wellness products and to better connect with consumers. ## Related on Trend Hunter - [Flavorful Wellness-Forward Blends](https://www.trendhunter.com/trends/everyday-dose.md) - [Immunity-Supporting Daily Blends](https://www.trendhunter.com/trends/allinone-immune.md) - [Functional Effervescent Tea Drinks](https://www.trendhunter.com/trends/adaptogenic-sparkling-teas.md) - [Wellness-Promoting Fruit Drinks](https://www.trendhunter.com/trends/rebbl-1.md) - [Mushroom-Infused Wellness Shots](https://www.trendhunter.com/trends/immunity-blueberry-clementine.md) - [Functional Fall Superfood Blends](https://www.trendhunter.com/trends/blume.md) - [French-Inspired Functional Drinks](https://www.trendhunter.com/trends/journee.md) - [Immunity Liquid Beverage Enhancers](https://www.trendhunter.com/trends/immunity-liquid-beverage-enhancers.md) - [Functional Reishi-Powered Refreshments](https://www.trendhunter.com/trends/rebbl-revive-reishi-vanilla.md)