In 2024, TRIP and mental wellness app Calm teamed up to launch the Cucumber Mint Mindful Blend and for summer 2025, there's a new co-branded flavor to savor, TRIP x Calm Wild Strawberry. Like the previously released Mindful Blend, this alcohol alternative naturally supports a sense of calm and relaxation with ingredients like magnesium, chamomile, lion's mane and lemon balm to promote unwinding. Alongside natural flavorings and botanical extracts, this lightly sparkling beverage in a can also includes fermented grape juice concentrate and a touch of sweetness from stevia.
As part of this collaboration, consumers who purchase a can of the new flavor get a free, three-month subscription to Calm Premium. This new product and initiative strive to support millions of young people reporting worsening mental health.
What's Driving This Trend
- Alcohol-free Calming Beverages
- Consumers increasingly seek alcohol-free alternatives infused with calming ingredients, reflecting a shift towards prioritizing mental wellness.
- Subscription-based Wellness Collaboration
- Collaboration between wellness brands and apps offers new opportunities for businesses to engage customers through bundled services and products.
- Functional Ingredients in Beverages
- Functional ingredients like magnesium and lion's mane are gaining traction in beverage formulations, catering to the demand for both taste and health benefits.
Who This Affects Most
- Beverage Industry
- The integration of calming botanical extracts into beverages is revolutionizing how consumers perceive functional drinks, adding a therapeutic dimension to traditional refreshment.
- Mental Health and Wellness Industry
- Partnerships between mental wellness apps and food and beverage products demonstrate an innovative approach to enhancing consumers' psychological well-being.
- Subscription Service Industry
- The expansion of subscription models through co-branded collaborations presents novel ways for customers to experience and engage with lifestyle and wellness products.
