Wellness Drinks: Do They Actually Work?
The Rise of ‘Calm Drinks’ and Why Regulators Are Taking Notice
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(Image: TRIP via ASA Part of a screen shot of the trip banned advert from its website, showing a light blue can of Trip drink. In text it says a host of ingredients are “crafted for calm”.)
For Lucy, a busy marketing executive, and Serena, a frazzled teacher, the promise of a little calm in a can is incredibly appealing.Both women found themselves turning to drinks marketed as offering relaxation and stress relief – beverages boasting ingredients like adaptogens, L-theanine, and CBD. But what happens when the marketing veers into territory that suggests these drinks can actually help with mental health? That’s what regulators are now questioning.
The growing Market for ‘Functional’ Drinks
The wellness industry is booming, and with it, a surge in “functional” drinks promising everything from improved focus to better sleep. These aren’t your typical sugary sodas. Brands like trip, Grass&Co, and DeStress are tapping into a growing desire for natural solutions to everyday stress and anxiety.
Trip, in particular, gained popularity with its CBD-infused drinks marketed as promoting calm. However, the Advertising Standards Authority (ASA) recently banned one of Trip’s adverts after deeming its health claims to be misleading. The advert stated ingredients where “crafted for calm,” a phrase the ASA ruled implied the drink could help with mental health issues – a claim that wasn’t backed by sufficient evidence.
This isn’t an isolated incident.The ASA has been cracking down on similar marketing tactics used by other brands in this space, highlighting a crucial point: there’s a significant difference between promoting a feeling of relaxation and suggesting a product can treat or alleviate mental health conditions.
The Fine Line Between Calm and Cure
There is a fine line between advertising that a product will give you a feeling of calm and quiet, and claiming these kinds of drinks will help with mental health problems. The ASA’s rulings underscore the importance of responsible marketing in the wellness industry.
Psychologist Natasha Tiwari says mental health and well-being are “increasingly conflated” in the wellness sector, creating a “toxic mix”. She explains that while these drinks can offer a temporary mood boost,attributing that to the ingredients alone is misleading.”There can be a positive – yet temporary – change in mood and consumers might feel a buzz,” she says, “not as of the ingredients necessarily, but because ‘everything around the experience of the product is real’.”
Think about it: you’ve purchased a drink that’s a little bit of a treat, perhaps pricier than your usual choice. You consciously set aside time to enjoy it, appreciating the branding and the quiet moment it provides.
“So you’ve bought a drink which, let’s say, is a little bit pricier than the alternatives in the market. Therefore you make a commitment to sit down quietly and enjoy it nicely,” Tiwari says.”You look at the branding – which is lovely and calming – you’re processing your habitat in the moment, and then actually what you’re experiencing truly is a calm moment in your otherwise busy day. That’s not fake.”
And it’s that little window of peace that Lucy and Serena yearn for - and for a few minutes, a fizzy drink in a can gives them that, whether the science fully supports it or not.The ritual, the mindful pause, can be just as powerful as the ingredients themselves.
What Do the Brands Say?
The question remains: how are the brands responding to this increased scrutiny?
BBC News contacted all the brands mentioned in this article. Grass&Co told us it’s their mission “to deliver high-strength natural adaptogen and vitamin-packed blends formulated by experts… which are supported by approved health claims.”
This suggests a commitment to evidence-based formulations and responsible marketing. However, the ASA’s recent actions highlight the need for continued vigilance and clear guidelines within the industry. Consumers deserve accurate information and shouldn’t be led to believe that a drink alone can solve complex mental health challenges.