Less sugar and zero sugar × Gut health 2 pieces of evidence in this Compass link these two territories.
Our concept sketch Fiber soda for the skeptics
A soda with 3 grams of sugar, no sweeteners, and a few grams of fiber, aimed at regular soda drinkers who say they would never switch to a prebiotic soda.
From Less sugar and zero sugar An analysis of 108 prebiotic sodas launched from 2021 to 2025 found an average of 35 calories and 5 grams of sugar per 12-ounce can, and nearly two-thirds used non-nutritive sweeteners versus 12% of regular sodas.
American Society for Nutrition, via Newswise , July 25th, 2026
From Gut health In a Zappi survey of 2,000 U.S. consumers, 43% of regular soda drinkers said they would not switch to prebiotic sodas, while only 10% of diet soda drinkers ruled it out.
Zappi , April 9th, 2025
A starting question What would a regular soda drinker have to taste in the first sip to try a gut-health soda?
Brief: Less sugar and zero sugar Brief: Gut health
Less sugar and zero sugar × The GLP-1 era 2 pieces of evidence in this Compass link these two territories.
Our concept sketch Zero-sugar protein soda
A clear, fizzy, zero-sugar drink with protein in it, sold to people who are drinking less full-sugar soda and buying more protein.
From Less sugar and zero sugar Quincey said GLP-1 users drink less full-sugar soda but more diet soft drinks, and noted "a big shift towards protein drinks" while calling it early days.
FoodNavigator-USA , Oct 21st, 2025
From The GLP-1 era In a May 2026 Attest survey of 1,000 U.S. adults, 42% said they bought fewer soft drinks, 51% bought more high-protein foods, and 45% reduced alcohol purchases; 14% of respondents were GLP-1 users.
Attest , June 25th, 2026
A starting question Does protein belong in a soda can, or does it only work in a shake?
Brief: Less sugar and zero sugar Brief: The GLP-1 era
Less sugar and zero sugar × Calm, mood, and sleep An open crossing. No evidence card in this Compass is filed under both territories yet, so this is open ground for a new idea.
Our concept sketch Calm with no sweeteners
A magnesium and L-theanine drink with under 5 grams of sugar, sweetened only by fruit, for people who want to wind down without sweeteners on the label.
From Less sugar and zero sugar The 2025 to 2030 Dietary Guidelines say no amount of added sugars or non-nutritive sweeteners is part of a healthy diet, and say no one meal should contain more than 10 grams of added sugar.
AP, via AZ Family , Jan 7th, 2026
From Calm, mood, and sleep Recess raised a $30 million Series B, is sold in over 15,000 U.S. stores, and gets 95% of sales from its magnesium-based Mood line.
Athletech News , Oct 30th, 2025
A starting question How much sweetness does a calming drink need before the shopper stops trusting it?
Brief: Less sugar and zero sugar Brief: Calm, mood, and sleep
Less sugar and zero sugar × Hydration and electrolytes 1 piece of evidence in this Compass links these two territories.
Our concept sketch Everyday low-sugar hydration
A lightly flavored electrolyte drink with 5 grams of sugar or less, made for the desk and the commute instead of the gym bag.
From Less sugar and zero sugar Gatorade Thirst Quencher carries 48 grams of sugar in the bottle AP cites (the article does not give its size); Gatorade Lower Sugar, launched in March 2026, has 75% less.
AP, via Fox 9 , April 16th, 2026
From Hydration and electrolytes A starting question Who is the shopper that buys a sports drink without playing a sport, and what do they want it to taste like?
Brief: Less sugar and zero sugar Brief: Hydration and electrolytes
Less sugar and zero sugar × Alcohol-free social drinks 1 piece of evidence in this Compass links these two territories.
Our concept sketch The low-sugar bar mixer
A non-alcohol spirit-style mixer with under 3 grams of sugar that a bar can serve in place of a sugary cocktail.
From Less sugar and zero sugar In a May 2026 Attest survey of 1,000 U.S. adults, 42% said they bought fewer soft drinks, 51% bought more high-protein foods, and 45% reduced alcohol purchases; 14% of respondents were GLP-1 users.
Attest , June 25th, 2026
From Alcohol-free social drinks NielsenIQ data shows non-alcohol spirits volume more than doubled and value rose 67% in the year to date through August 2, 2025.
Shanken News Daily , Aug 15th, 2025
A starting question What does a non-alcohol drink at a bar need to taste like to earn a second order?
Brief: Less sugar and zero sugar Brief: Alcohol-free social drinks
Gut health × The GLP-1 era An open crossing. No evidence card in this Compass is filed under both territories yet, so this is open ground for a new idea.
Our concept sketch Fiber for people eating less
A small protein drink with 5 to 8 grams of fiber, made for people on GLP-1 drugs who eat less food and may miss fiber.
From Gut health Only 7% of U.S. adults meet fiber recommendations, based on NHANES data for 2013 to 2018 (preliminary findings presented in 2021).
American Society for Nutrition , June 9th, 2021
From The GLP-1 era Circana says about 23% of U.S. households have a GLP-1 user, and projects those households will account for 35% of food and beverage units sold by 2030.
Food Dive, citing Circana , Nov 25th, 2025
A starting question Is fiber a claim a protein drink can carry, or does it need its own product?
Brief: Gut health Brief: The GLP-1 era
Gut health × Calm, mood, and sleep 1 piece of evidence in this Compass links these two territories.
Our concept sketch Evening fiber soda
A magnesium soda with prebiotic fiber, sold as the drink for the end of the day and an easy stomach.
From Gut health FMI's Power of Beverage report says mood support, immune health, and digestive health beverages are growing at double-digit rates.
Food Business News, citing FMI , Aug 13th, 2026
From Calm, mood, and sleep Recess raised a $30 million Series B, is sold in over 15,000 U.S. stores, and gets 95% of sales from its magnesium-based Mood line.
Athletech News , Oct 30th, 2025
A starting question Which comes first for the shopper, the calm or the gut, and does the label have to choose?
Brief: Gut health Brief: Calm, mood, and sleep
Gut health × Hydration and electrolytes An open crossing. No evidence card in this Compass is filed under both territories yet, so this is open ground for a new idea.
Our concept sketch Fiber in the electrolyte stick
A powder stick that adds electrolytes and 5 grams of fiber to a glass of water, in the drink-mix format that is already growing.
From Gut health Only 7% of U.S. adults meet fiber recommendations, based on NHANES data for 2013 to 2018 (preliminary findings presented in 2021).
American Society for Nutrition , June 9th, 2021
From Hydration and electrolytes Circana says unit sales of sports drink mixes rose nearly 20% in the year ending March 22, 2026, while bottled water was flat; the article says at least 150 brands have entered non-athlete hydration in recent years.
AP, via Fox 9, citing Circana , April 16th, 2026
A starting question Where else in the day could fiber arrive besides a soda can?
Brief: Gut health Brief: Hydration and electrolytes
Gut health × Alcohol-free social drinks An open crossing. No evidence card in this Compass is filed under both territories yet, so this is open ground for a new idea.
Our concept sketch The gut-friendly non-alcohol beer
A non-alcohol beer brewed with added fiber, pitched to people who are cutting back on drinking and watching their stomachs.
From Gut health In the Zappi survey, 46% said prebiotic and probiotic sodas are healthier than diet soda, 22% called them a fad, and only 32% said they understand both terms.
Zappi , April 9th, 2025
From Alcohol-free social drinks IWSR reports non-alcoholic beer volume grew 9% worldwide in 2024 while total beer fell about 1%; in the U.S., Athletic Brewing holds 17% of category volume, up from 4% three years earlier.
NBC News, via CNBC , May 29th, 2025
A starting question Would a beer drinker believe a health claim on a beer, or does it need a different shelf?
Brief: Gut health Brief: Alcohol-free social drinks
The GLP-1 era × Calm, mood, and sleep An open crossing. No evidence card in this Compass is filed under both territories yet, so this is open ground for a new idea.
Our concept sketch The bedtime protein drink
A small evening protein drink with magnesium, built for people eating smaller meals who want something to close the day.
From The GLP-1 era BellRing fiscal 2025 net sales were $2,316.6 million, up 16.1%; Premier Protein sales rose 16.8%, and its ready-to-drink shake dollar consumption rose 20.4% in the final 13 weeks.
BellRing Brands, SEC filing , Nov 18th, 2025
From Calm, mood, and sleep Recess raised a $30 million Series B, is sold in over 15,000 U.S. stores, and gets 95% of sales from its magnesium-based Mood line.
Athletech News , Oct 30th, 2025
A starting question Is the bedtime slot a protein occasion, a calm occasion, or both at once?
Brief: The GLP-1 era Brief: Calm, mood, and sleep
The GLP-1 era × Hydration and electrolytes 1 piece of evidence in this Compass links these two territories.
Our concept sketch Hydration for smaller appetites
A light electrolyte drink in a small serving, named for the occasion, such as a skipped meal, and never for a drug. It carries a little protein and no more than a few grams of sugar.
From The GLP-1 era In a Kantar study, 24% of U.S. GLP-1 users sought hydrating drinks with added electrolytes and collagen.
Beverage Daily, citing Kantar , March 4th, 2026
From Hydration and electrolytes Circana says unit sales of sports drink mixes rose nearly 20% in the year ending March 22, 2026, while bottled water was flat; the article says at least 150 brands have entered non-athlete hydration in recent years.
AP, via Fox 9, citing Circana , April 16th, 2026
A starting question What does a hydration drink need to contain for someone eating less, and who can say so without naming a medicine?
Brief: The GLP-1 era Brief: Hydration and electrolytes
The GLP-1 era × Alcohol-free social drinks 2 pieces of evidence in this Compass link these two territories.
Our concept sketch The dinner aperitif, small and alcohol-free
A low-calorie non-alcohol aperitif in a small can, made for people on GLP-1 drugs who cut back on alcohol and still want a drink at dinner.
From The GLP-1 era Kantar reports 71% of global GLP-1 users restrict alcohol, and 45% of U.S. users express some preference for switching to lighter, zero-alcohol, low-alcohol, or premium drinks.
Beverage Daily, citing Kantar , March 4th, 2026
From Alcohol-free social drinks In a May 2026 Attest survey of 1,000 U.S. adults, 42% said they bought fewer soft drinks, 51% bought more high-protein foods, and 45% reduced alcohol purchases; 14% of respondents were GLP-1 users.
Attest , June 25th, 2026
A starting question Does a person eating less want a drink that looks like a cocktail or one that looks like a meal?
Brief: The GLP-1 era Brief: Alcohol-free social drinks
Calm, mood, and sleep × Hydration and electrolytes An open crossing. No evidence card in this Compass is filed under both territories yet, so this is open ground for a new idea.
Our concept sketch Magnesium in the electrolyte drink
An electrolyte drink with extra magnesium, built for the end of a hard day, sold for recovery and for winding down.
From Calm, mood, and sleep Recess raised a $30 million Series B, is sold in over 15,000 U.S. stores, and gets 95% of sales from its magnesium-based Mood line.
Athletech News , Oct 30th, 2025
From Hydration and electrolytes LMNT passed $206 million in sales in 2023, nearly triple its 2022 level.
Sherwood News , Sept 5th, 2024
A starting question Does a mineral drink get bought for the workout or for the evening, and which one should the label lead with?
Brief: Calm, mood, and sleep Brief: Hydration and electrolytes
Calm, mood, and sleep × Alcohol-free social drinks 2 pieces of evidence in this Compass link these two territories.
Our concept sketch The calm social tonic, without hemp THC
A non-alcohol tonic built on magnesium and L-theanine for the bar menu, free of hemp THC, ready to take the seat of a THC drink if the federal cap removes them.
From Calm, mood, and sleep Trip says calming drinks are the fastest-growing U.S. functional segment and cites data that 45% of Gen Z adults sometimes swap alcohol for another drink and 66% of adults are cutting back on sugar (company claims).
FoodBev Media , June 2nd, 2026
From Alcohol-free social drinks Federal law will cap hemp-derived products at 0.4 mg of total THC per container; a funding bill signed on Sept 2nd, 2026 moved the start of that cap from Nov 12th to Dec 11th, 2026, without a permanent resolution.
Foley Hoag, Cannabis and the Law , Sept 15th, 2026
A starting question Who inherits the occasion if THC drinks leave the market?
Brief: Calm, mood, and sleep Brief: Alcohol-free social drinks
Hydration and electrolytes × Alcohol-free social drinks An open crossing. No evidence card in this Compass is filed under both territories yet, so this is open ground for a new idea.
Our concept sketch The second glass at the bar
A small, flavored electrolyte drink served at the bar between rounds, next to non-alcohol beer, as the glass of water with something to say for itself.
From Hydration and electrolytes Electrolit generates roughly $400 million in U.S. retail sales a year, and is building a $400 million plant in Waco, Texas.
Food Dive , Nov 19th, 2024
From Alcohol-free social drinks Gallup found 54% of U.S. adults drink alcohol, a record low, and 66% of adults 18 to 34 say moderate drinking is harmful.
Michigan Public, reporting Gallup , Aug 13th, 2025
A starting question What would a bar need to put a hydration drink on the menu?
Brief: Hydration and electrolytes Brief: Alcohol-free social drinks