Bigfood is targeting a new niche in the market: “sleep snacks.”
Pepsi and Nestle are among the food manufacturing giants that have entered the market in recent years, introducing foods and drinks packed with vitamins and minerals to improve sleep.
Cereal brand Post was the latest company to jump on the bandwagon last week, launching its Sweet Dreams cereal, which it claims is “part of a healthy sleep routine”.
While the granola contains zinc, folic acid and B vitamins that have been shown to promote restful sleep, it also has a whopping 13 grams of added sugar, the opposite of what many sleep experts want you to eat before bed.
Studies show that about a third of American adults don’t get seven hours a night, leading to a booming market for sleep aids.
Breakfast cereal brand Post has launched two breakfast cereals meant to be eaten just before bed to help you fall asleep. However, they are high in sugar, which experts say can disrupt sleep
“More than ever, consumers want to embrace acts of self-care, especially when it comes to bedtime routines, and we believe a relaxing bedtime routine is key to a good night’s sleep,” Logan Sohn, Post’s senior brand manager, said in a statement. said. statement.
“We’re excited to now also be able to help fans build healthy nighttime habits by offering a nutritious bedtime snack designed to support a sleep routine they’ve only dreamed of.”
Post is one of America’s leading cereal brands and also makes breakfast favorites such as Fruity Pebbles, Honey Bunches of Oats and Golden Crisp.
Sweet Dreams comes in two flavors, Blueberry Midnight and Honey Moonglow.
Both contain lavender, chamomile, and what Post describes as “composite vitamins and minerals to support natural melatonin production.”
The nutrition label provides ample amounts of daily vitamins and minerals, with a single one-cup serving providing 50 percent of a person’s recommended intake of vitamin A.
The two headings of the ingredient panel, zinc and folic acid, are known to be good sleep aids.
Zinc helps convert tryptophan, an amino acid produced naturally by the body, into melatonin – the hormone responsible for regulating sleep in the body.
Folic acid helps stimulate the production of serotonin, which is responsible for regulating many body processes, including the sleep-wake cycle.
But what may put some off the late night treat is the high carbohydrate content.
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A cup of blueberries contains a total of 46 g of carbohydrates, of which 13 g are added sugars. The honey flavor has 12g of added sugars with 43g of total carbs.
It accounts for just under 20 percent of the recommended daily intake of carbohydrates and more than a quarter of the allowable amount of added sugar.
Excess sugar at any time of the day can seriously affect a person’s sleep quality.
A Saudi Arabian research team found last year that college students who ate the most added sugars were up to 50 percent more likely to report poor sleep quality than their peers.
Sugar before bed can pose an additional problem, as nutritionists warn that it provides an energy boost that prevents the body from reaching the relaxed state it needs to fall asleep.
Because a person does not actively burn it while sleeping, the body stores the sugar as fat.
Dr. However, Michael Ormsbee, a sleep expert from Florida State University in Talhahassee, told DailyMail.com that food can help you sleep when eaten in the right amounts.
He notes that the 3g of fiber and 5g of protein in each serving can help you sleep well. These are both complex carbohydrates that release tryptophan and help you sleep.
“But the amount of food eaten is probably the point where things can go from ‘beneficial’ to ‘problematic,'” he continued.
“I am not surprised that with the tremendous increase in sleep physiology and the general understanding of the importance of sleep in many aspects of our lives, sleep-inducing ‘foods’ are now being marketed.”
High-carbohydrate diets are also linked to someone not getting good sleep, meaning they feel less refreshed in the morning.
Post isn’t the only major grocery brand dabbling in sleep aids.
As sales of melatonin supplements have skyrocketed in recent years, and as many Americans seek better sleep, nutritional companies have seen opportunities for profit.
Swiss food giant Nestlé launched Goodnight chocolate in 2019. The candy is packed with 70 mg of magnesium.
How successful the product was is unclear. Nestle told DailyMail.com the product had been discontinued.
Pepsi launched Driftwell in 2020, an “enhanced water drink” that can help someone sleep
Nestle launched Goodnight chocolate products in 2019 hoping to capitalize on the sleep market. The product has since been discontinued, the company told DailyMail.com
Nightfood is a brand that only sells food that aims to help people fall asleep more easily
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Pepsi, best known for its iconic soft drink brand, launched Driftwell in 2020 – a canned drink intended to be used as a sleep aid.
The “fortified water drink” came in two flavors: Strawberry Lemon Balm and Blackberry Lavender.
A pack of ten cans costs $29.98 – each can costs about $3. However, it is also unclear whether Pepsi still sells the product.
It is not available from online retailers like Amazon and Walmart listed on the official website. The dedicated Instagram page has not been posted in a full calendar year.
Pepsi Co. did not immediately respond to a request for comment from DailyMail.com.
Nightfood Inc, based in Tarrytown, New York, is a food brand specializing in sleep products, including night bars and ice cream.
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Crystal Leahy is an author and health journalist who writes for The Fashion Vibes. With a background in health and wellness, Crystal has a passion for helping people live their best lives through healthy habits and lifestyles.
