The first was I AM SLEEPY, from the I AM line - taste was tough, but the impact was great. Peaceful sleep from LAX to New York.
Second was Marley's Mellow Mood - Citrus version - and tasted like a pleasant Lemon Tea. Again, after a long couple of days of travelling the flight to Brussels passed rapidly, peacefully - and with plenty of zzz's.
So, the products work. Is there an opportunity?
While the Marley idea is very cool, I would be concerned that it is not a refreshment beverage idea. The shot is more convenient, and delivers a functionality in a fun way. I would be concerned that the only relaxation times are in the evening - when the competitive set is alcohol.
Then there are Lazy Larry's melatonin brownies... These "Amsterdam-inspired" relax with a brownie concept is edgy and cool. But may be at the edge of what is OK.
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