Trip has launched a new Wild Strawberry flavoured drink featuring an on-pack partnership with meditation app Calm.
The latest edition to Trip’s Mindful Blend lineup has launched in Sainsbury’s, Tesco and Waitrose (rsp: £2.30/330ml). It is also available in the Sainsbury’s meal deal offer.
The NPD contains magnesium and botanicals including chamomile, lion’s mane and lemon balm. It offered notes of “sweet wild strawberry with tangy grape and a touch of aromatic sage”, according to Trip.
Every can of Wild Strawberry comes with three months of free Calm Premium (worth £39.99), accessible via a code on the back of pack.
Trip has been working with Calm since 2023, but this is the first time the app’s branding has appeared on one of its products in the UK.
The tie-up would offer consumers an “easy, low-cost path to better mental health”, said Trip.
“We’re absolutely fizzing with excitement to be partnering with Trip,” said Calm co-founder Michael Acton Smith. “Calm was created to help people feel happier and healthier; Trip is all about finding calm in everyday chaos, so this really is a perfect match.”
Trip co-founder Olivia Ferdi added: “The meal deal is a national ritual – we saw a chance to meet people where they already are, and offer them something genuinely helpful for their mental health. It’s a small change to your lunch break with a potentially massive impact on your mind.”
Last year, Trip secured fresh investment from a slew of high-profile celebrities to fuel further growth domestically and overseas.
Celebrities to back the brand in its latest fundraising round included reality TV star Millie Mackintosh, actor Paul Wesley and model Ashley Graham.
Graham recently fronted a campaign for Trip and Calm in the US in support of a listing in Target stores.
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