Sleep supplement beverages are the anti-energy drinks

Som as an alternative for the millennial and Gen Z “energy generation” that has become reliant on energy drinks and coffee throughout the day, ultimately wreaking havoc on their sleep cycles. The drinks retail for $9.99 per 4-pack. The company is also in talks with several chain retailers across specialty and mainstream channels. Other brands offering sleep beverages have emerged, including Neuro Drinks and Dream Water, but the category is still nascent and the functional ingredients often force brands to identify as dietary supplements for regulatory reasons.