A Happy Staycation

The new normal of cutting back and the growing popularity of the staycation has increasingly drawn consumers towards products that provide a moment of escape from daily life. VIB’s (Vacation in a Bottle) Happy Relaxation Drink is a mango-lime flavored, carbonated beverage formulated to promote relaxation through amino acids and B vitamins. The product is vitamin- and mineral-fortified, low in calories and salt, and caffeine-free. The package shape is reminiscent of a spray-on sunscreen bottle and displays an inviting beach scene. VIB’s (Vacation in a Bottle) Happy Relaxation Drink seeks to transport consumers to a tropical place, and, with an innovative formulation and packaging, the product looks the part.

Information in this column is from the Global New Products Database, the premier source of global product intelligence, published by Mintel International Group; 351 W. Hubbard, 8th Floor; Chicago, IL 60610; call: 312-932-0600; fax: 312-932-0474; or e-mail mhollihan@mintel.com.pf

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