Trip has continued to diversify beyond CBD with the addition of a new Dream Blend range to tap into the “fast-growing sleep supplements category”.
Dream Blend comes in two formats – Dream Powder (rsp: £29.99/30 servings) and Dream Gummies (rsp: £24.99/60 gummies). Both have launched via Trip’s website and on TikTok shop, and will hit Boots this spring.
Dream Powder blends tart cherry with magnesium glycinate, L-theanine, chamomile and lavender into a powder that can be stirred into water before bed. Dream Gummies are designed for on-the-go consumption and contain magnesium, vitamin B6, chamomile and lavender.
Both products are low in sugar and free from artificial colours or additives.
Sleep was becoming “one of the biggest priorities in modern wellbeing”, with the market for sleeping aids set to reach $162.6bn by 2034, Trip said, citing Polaris Market Research data.
There was “a growing online movement” geared around “optimising routines and habits to improve sleep”, it noted, adding the search term ‘sleepmaxxing’ had already generated more than 500 million views on TikTok.
This highlighted how younger consumers were “actively investing in better sleep as part of their mental wellbeing and self-care routines”, Trip added.
“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,” said Trip co-founder Olivia Ferdi. “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.”
Having started out as a pureplay CBD supplier, Trip has extended into broader functional wellness in recent years. In 2024, the brand debuted its Mindful Blend range, containing mushrooms and adaptogens lion’s mane, magnesium, ashwagandha and L-theanine.
The brand, valued at $300m as part of a recent fundraise, now generates the majority of its UK revenues from non-CBD products.
No comments yet