SHOT TO HEALTH
Next-gen wellness shots offer consumers a serious boost
8 in 10 youth in the U.S. and UK (80% and 79%, respectively) say that being healthy makes them more productive, a stat that underscores how youth’s overall prioritization of health and wellness is driving their purchase behavior in this space. These consumers want healthful, functional snacks and beverages that fit seamlessly into their busy modern lifestyles. Enter the wellness shot: that portable boost of superfoods that offers consumers nourishment on-the-go.
Rooted Shots launched just last year, offering consumers individual plant-based wellness shots in a highly-convenient, highly-portable format: the shots are a powder, not a liquid. The unique format means that consumers still get maximum benefits from each Rooted Shot’s 500 mg of vitamin C and organic superfoods with minimal hassle, especially when they’re on the go. The shots come in three flavors and incorporate plant-derived, real-food ingredients like powdered lemons, oranges, and strawberries alongside superfoods such as turmeric and ginger. Think of Rooted Shots as a healthier Emergen-C: a daily dose of vitamin C, sans added chemicals and sugar.
Last March, superfood company Navitas Organics released a line of four Superfood Wellness Shots as part of its expansion into the ready-to-drink functional beverage space. Each Navitas wellness shot is named and formulated according to its intended effect (the brand offers Bliss, Calm, Focus, and Restore shots), but all contain 20 mg of CBD in the form of full-spectrum hemp oil extract. In addition to the potentially stress-alleviating and anti-inflammatory CBD, the shots contain other trendy superfood ingredients such as acai, goji, matcha, and turmeric.
As 2019 drew to a close, dairy disruptor Good Culture—known for its probiotic sour cream and ‘clean’ cottage cheese—launched Wellness Probiotic Gut Shots, a line of on-the-go probiotic shots formulated with cultured kefir. These USDA certified organic shots incorporate the natural probiotics found in cultured kefir with buzzy superfoods such as matcha, adaptogenic mushrooms, and collagen. What’s more, the shots are low-glycemic: they’re only lightly sweetened with sweet potato juice and coconut sugar. With this offering, Good Culture hopes to afford consumers an easy way to ingest probiotics and superfoods in a highly-convenient package.