Everlane founder Michael Preysman is launching a sports beverage for health and wellness obsessed Gen Z. Magna positions itself as the “world’s first magnesium-powered daily hydration formula” and targets those who engage in regular exercise but are not professional athletes. Because, unlike many sports drinks on the market, Magna has no added sugar, making it an attractive option for those not exerting as much energy during a workout. The functional beverage market, which includes energy and sports drinks, has grown significantly over the past few years and now accounts for 10% of the U.S. nonalcoholic beverage market. The core target audience is 25-50-year-olds (not exactly Gen Z), but we’ve already seen young people’s obsession with energy drinks and fitness as simple solutions to improve their well-being. (Fast Company)
📊 YPulse data: 68% of 13-39-year-olds drink energy drinks
