Formulated with ingredients such as magnesium, chamomile and valerian root, the dual launch offers consumers two wind-down products which don’t contain CBD.
TRIP founder Olivia Ferdi said the launch represents the brand’s continued focus on supporting relaxation, with both products including a complimentary three-month premium membership to Calm, the world’s leading app for sleep, meditation and relaxation.
“We’ve brought calm to the daytime, and Dream Blend is an exciting step in allowing us to show up in even more moments when consumers are looking to unwind,” she said. “Our community has been asking us for a sleep-focused product for a long time, and we’re proud to have created options that fit easily into everyday routines, while helping people unwind at night and wake up ready for the day ahead.”
Sleep as a rising consumer concern
The global sleep supplement market is valued at roughly $6.8 billion, and is predicted to reach $11.8 billion by 2034, according to Allied Market research.
This growth can be attributed to growing consumer recognition of the importance of sleep for health and the significant proportion of people experiencing sleep struggles, with figures from Statista suggesting that 40% of people are not sleeping well regularly.
The rise of sleep issues has led to a boom in sleep supplements hitting the market, with ingredients such as magnesium, chamomile and ashwagandha benefiting, particularly in countries where melatonin is a prescription-only medicine, such as the UK.
A range of sleep supplement formats have come to market in recent years, from capsules and tablets to dissolvable oral strips, but TRIP’s decision to release both gummies and a powder was grounded in a mission to fit into consumers’ everyday routines.
“The powder is all about ritual, something you can stir into water as a cue to slow down before bed,” a TRIP spokesperson told NutraIngredients. “The gummies are more about ease and convenience, offering a simple, on-the-go option.”
As well as differing in format, the products have varying ingredients. While the pomegranate and blueberry-flavoured gummies contain magnesium, lavender, chamomile, passionflower, valerian, griffonia, lemon balm and vitamin b6, the powder contains tart cherry, magnesium glycinate, L-theanine, chamomile and lavender.
“Interest in these ingredients continues to rise, with searches for magnesium glycinate increasing by around 44% over the past year,” the spokesperson said. “The aim was to create blends that support both body and mind, while staying plant-based, low in sugar, free from artificial colours and flavoring and easy to use.”
The Dream Blend campaign
To promote the launch, TRIP has kicked off its Dream Blend campaign, designed to cut through the noise of the sleep category by offering a simple, one-step evening product.
The campaign slogan, “Dream Better to Dream Bigger”, frames the products as a nightly ritual to help put restless nights to bed and enhance sleep quality.
“The Dream Blend campaign is about reframing how people think about sleep, from something reactive to something you actively build into your routine,” the spokesperson said. “It’s about encouraging simple evening rituals that help you properly switch off, supported by both our products and tools like Calm. Ultimately, it’s about helping our community unwind in the evening, so they can wake up ready for the day ahead.”