Walmart Launches Mood & Mind Set with TRIP

Walmart has unveiled its new Mood & Mind set, a dedicated beverage category designed to meet the diverse cognitive needs of shoppers throughout the day. The new set, which follows the success of Walmart's Modern Soda set, places TRIP, the world's leading calming drinks brand, at the heart of this growing category.

TRIP, founded in 2019 by husband-and-wife team Olivia Ferdi and Daniel Khoury, has rapidly expanded across Europe and North America, and is on track to reach $200 million in revenue in 2026. The brand has built a loyal, returning community with the highest repeat rate in the category, and consumers reach for TRIP across more occasions than soda or sparkling water, with almost 50% of TRIP drinkers citing multiple usage occasions throughout the day, compared to 28% for soda and 27% for sparkling water.

Since launching nationwide in the US in 2025, TRIP has seen strong year-over-year growth, with the brand now the fastest-growing sparkling drinks brand in the US year to date. In September, TRIP launched its biggest campaign to date, "Calm in the Chaos," featuring new Global Ambassadors Kendall Jenner, Joe Jonas, and Madeline Argy, which has further propelled the brand's momentum.

The Mood & Mind set, which includes TRIP, is Walmart's newest beverage set, signaling a shift in consumer demand towards products that support mental wellbeing. According to recent data from SPINS, the category of mood support is now the fastest-growing functional benefit in beverage, outpacing protein by nearly three-to-one. The category is also gaining traction among consumers, with Gen Z ranking mental wellbeing as its number one health concern, ahead of weight loss.

Walmart's move to create a dedicated home for mood-forward beverages, alongside TRIP's continued growth, signals the dynamic expansion of the calming and mood-support category. The company's latest set is a clear indication that calm is now a key need state for modern consumers, seeking balance and moments of presentness amid a busy day.

Walmart's new Mood & Mind set is a testament to the growing demand for mood-focused need states, such as calm, and reflects the company's commitment to supporting its customers' diverse needs.