TRIP is leading the Mindful Consumption megatrend

Adriana Motta
Mar 4
4 min read

Updated: Mar 29

TRIP Drinks launched in 2024 a new line, Mindful Blends, a premium functional beverage range featuring adaptogenic herbal infusions designed to support mental wellbeing and focus.

This collection combines CBD with adaptogens, nootropics, and botanical extracts in ready-to-drink can. The beverages are lightly carbonated, low-calorie, and available in sophisticated flavour combinations.

Three colorful drink cans, labeled "TRIP Mindful Blend," with pastel hues: blue, pink, yellow. Text describes flavors and ingredients.

Product innovation

The innovation behind TRIP Mindful Blends lies in its formulation that combines 15mg of high-quality CBD with synergistic adaptogens like ashwagandha, L-theanine, lemon balm, and chamomile. The product utilises advanced nano-emulsification technology to enhance CBD bioavailability, ensuring great absorption compared to standard CBD products. This technology creates water-compatible CBD molecules that disperse uniformly throughout the drink, providing consistent effects without the bitter aftertaste often related with similar products.

The tech: TRIP has developed a specialised low-temperature extraction process that preserves the flavour of their botanical ingredients while maintaining the efficacy of the active benefits. The beverages contain no artificial sweeteners, colours, or preservatives, using natural fruit extracts and organic agave for subtle sweetness.

Smiling woman in a blue top and black cap holds two TRIP cans, one yellow and one blue, in a bright indoor setting.

TRIP Mindful Blends addresses the growing consumer focus on mental wellbeing and functional nutrition, offering a convenient solution for stress management and cognitive support in an increasingly demanding world.

The product resonates with consumers seeking alternatives to alcohol and caffeine for relaxation and social consumption occasions.

Their competitive advantage focuses from several factors. First, the brand has established credibility in the CBD beverage space, with formulations that deliver perceptible effects rather than merely ingredient inclusions. Second, TRIP has successfully positioned itself as a lifestyle brand with strong visual identity and premium positioning that appeals to health-conscious millennials and Gen Z consumers. Third, TRIP Mindful Blends targets specific mental states through differentiated formulations, offering consumers tailored solutions for various needs throughout the day.

The products also benefit from TRIP's established distribution network, which spans both mainstream retail and specialised channels, making functional CBD beverages accessible to a broader audience than many competing brands.

Development

The concept creation of the Mindful Blends emerged from founder Olivia Ferdi's personal experience using CBD to manage stress and anxiety after leaving a demanding legal career. Noticing the gap between clinical CBD products and consumer-friendly formats, Ferdi and co-founder Daniel Khoury developed TRIP as a brand that would normalise functional CBD consumption through approachable, lifestyle-oriented products.

Yellow TRIP can with a hand symbol. Text reads: "95% of TRIP customers felt that Mindful Blend made them feel calmer." Blue "NEW" label.

This line specifically was developed through extensive consumer research identifying the need for more targeted functional beverages addressing different aspects of mental wellbeing beyond simple relaxation. The process involved collaboration with food scientists, herbalists, and psychologists to identify optimal combinations of adaptogens and nootropics that would complement CBD's.

TRIP conducted multiple rounds of formulation testing, focusing on both efficacy and sensory experience. The final NPD phase included shelf-life optimisation and packaging innovation to maintain the ingredients stability without preservatives. Throughout the development, TRIP maintained their commitment to transparency and third-party testing for all active ingredients, establishing quality standards that exceeded regulatory requirements.

Four pastel-colored cans of "TRIP Mindful Blend" drinks in purple, blue, yellow, and pink against a gradient background.

Trend

TRIP Mindful Blends capitalises on several converging consumer trends. According to Mintel's 2023 Global Food and Drink Trends report, 78% of UK consumers now prioritise mental wellbeing as much as physical health in their food and beverage choices, with particular emphasis on stress reduction and cognitive performance.

The product additionally aligns with what Euromonitor International terms the "Mindful Consumption" megatrend, with their research showing that 64% of global consumers actively seek products that support mental wellbeing, a 24% increase since 2019.

Furthermore, Euromonitor reports that the global market for adaptogenic beverages reached $4.8 billion in 2023, with projected annual growth of 12.5% through 2027.

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World Energy Drinks: Increase in Selected Health Claims, 2022 - 2023

Bar chart showing % increase in health claims. Mental Wellbeing leads at 65%, followed by Ayurvedic at 30%. Purple bars on white.

Source: Euromonitor International World EnergyDrinks Report, 2023

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According to NielsenIQ data from Q3 2023, functional beverages containing CBD experienced 42% year-on-year growth in the UK market, significantly outpacing the broader functional beverage category which grew at 14%. Their research also indicates that 53% of functional beverage consumers specifically seek products addressing stress and anxiety.

Kantar Worldpanel's 2023 Health & Wellness report reveals that 67% of UK consumers aged 25-40 have reduced their alcohol consumption, with 48% citing mental wellbeing as a primary reason. Among these consumers, 72% report actively seeking adult-oriented non-alcoholic alternatives with functional benefits.

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Reasons to reduce alcohol consumption in the UK among those over 18 years of age

Bar chart showing reasons to reduce consumption. Mental health leads with 45%, followed by saving money and weight reduction. All bars are pink.

Source: Kantar Worldpanel's 2023 Health & Wellness Report, 2023

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The growth in this category also reflects the broader "sober curious" movement, with IWSR data showing that 58% of no/low alcohol consumers are not abstaining completely but rather moderating consumption based on occasion and wellness considerations.

Hands holding a green "TRIP" can and a glass, against a beige wall. Shadows form an "OK" gesture. Bright, minimalist setting.

Launch Details

TRIP's line launched in the UK in September 2023, with initial distribution through premium retailers including Selfridges, Planet Organic, and Whole Foods Market, as well as the brand's D2C e-commerce platform.

Following a strong initial performance, distribution expanded to include Waitrose and Sainsbury's in January 2024.

The product was priced at £2.99 per 250ml can, positioning it in the premium functional beverage category. TRIP also offered multipack options online at £17.50 for a six-pack, providing a slight volume discount for regular consumers.

International expansion began in February 2024 with entry into select European markets including France, Germany, and the Netherlands, maintaining similar premium positioning with pricing adapted to local markets.