Food In Canada

Daydream’s initial success shows Canadians are open to adaptogenic beverages

November 25, 2021   by Nithya Caleb


Eat Beyond portfolio company Daydream Drink recently secured distribution with several retail and foodservice brands, such as Sobeys, Choices Market, Metro Ontario, Chopped Leaf and Farm Boy. This is in addition to select Loblaws and Superstores across Canada.

Daydream is an Ontario-based beverage company that has created Canada’s first sparkling water infused with hemp extracts and adaptogens. Made without sugar, chemicals or caffeine, Daydream has pioneered a 10-calorie functional drink with plant-based herbs to help support the body’s endocrine system.

“This early traction for Daydream is an encouraging sign that the company is on the right track, resonating with consumers, and well on its way to securing distribution in over 1000 retail stores,” said Michael Aucoin, Eat Beyond CEO. “The increasing interest from foodservice is also an exciting milestone for the brand, making the product even more widely available to consumers and offering increased exposure.”

Adaptogens

According to Aucoin, adaptogens are natural ingredients that help create a normalizing effect on body function. They are particularly valued for their stress-relieving properties. Adaptogens have been in the market for a while now. The adaptogens most commonly found in products are ashwagandha, ginseng, moringa, reishi mushroom, schisandra, and tulsi.

“With the recent increase in mental health awareness, there has also been a tremendous increase in demand for products to assist consumers in self-managing their own mental health. This has led to the emergence of adaptogenic beverages as a vibrant growth and innovation category,” he said.

Sober culture

Further, there is growing interest in functional beverages in general, particularly those with a more natural approach.

“We really have seen this space begin to mature and move far beyond vitamin waters and sports drinks to incorporate new and innovative active ingredients. The same forces that are driving this trend, such as an increased interest in mental health and wellness, particularly in the wake of the pandemic, are also moving some consumers to swap what might be their typical evening alcoholic beverage with what are often healthier options, which could be everything from sparkling waters to adaptogenic beverages or teas. This is becoming increasingly normalized socially – choosing health and taking stock of one’s mental health is definitely trending,” added Aucoin.

Growing market

According to Verified Market Research, the adaptogens market is projected to reach USD 16.25 billion by 2028.

“We believe there is tremendous growth potential in this sector as the broader population opens consideration to alternative categories to better manage mental health. We believe we will continue to see strong innovation as consumers develop a better understanding of adaptogens of their functionality,” said Aucoin. “Daydream drinks are innovative and original. They look and taste unlike anything on the market and their unique blend of plant-based adaptogens usher in a new age of functional mood management beverages.”


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