Functional ice cream startup Snooz has entered the market with three tubs designed to support sleep quality.
Vanilla, Salted Caramel and Chocolate (rsp: £8/470ml) are listed via GoPuff and health wholesaler CLF Distribution.
The ice creams contain natural ingredients and adaptogens associated with relaxation and sleep, including chamomile, magnesium, L-theanine and lemon balm.
Chamomile offers soothing properties that may help extend sleep duration, while magnesium supports a deep, restorative sleep. L-theanine helps promote relaxation for quicker, deeper sleep, and lemon balm provides a calming effect to encourage a peaceful night’s rest.
The tubs contain no additives or colourings and include added fibre to “reduce energy spikes before bedtime”, according to Snooz.
They were developed to tap evening ice cream consumption, which accounts for 40% of occasions, according to Mintel data [Ice cream report, 2024].
“Ice cream and sleep aren’t natural bedfellows,” said the brand, adding that products “often contain colourings, additives and are high in sugar”, which may disrupt a good night’s sleep.
Snooz cited data showing that 74% of UK workers report poor sleep quality, while only 33% of adults achieve the recommended seven to eight hours per night [Work in Mind, 2022].
“Sleep is foundational to all human health, and most adults enjoy a sweet treat (especially ice cream) in the evenings,” founder Ben Cowley told The Grocer. “For us, it was a natural combination.
“Healthier indulgence is a huge opportunity and we feel like our clean label, British-made ice cream can define a growing category.”
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