A soda that merely quenches your thirst is no longer enough. Pop open a canned beverage this summer and you’ll have the opportunity to improve your digestion or sip your way to smooth, silky hair. Or maybe you’ll try to boost your mood and sharpen mental acuity with an adaptogen or nootropic enhanced beverage. Canned self-improvement comes in all kinds of flavors.
According to Olipop, a line of sodas imbued with prebiotics—or dietary fiber that helps gut health—“functional” sodas are “the fastest-growing segment across all beverages, having grown 360% last year,” a year in which traditional versions reported just 9% growth. It’s led, says Ross Colbert, the managing director and head of global beverage coverage for KPMG Corporate Finance, “to a blurring of the category lines between refreshment beverage and a health-and-wellness beverage.”
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