Walmart’s Mood & Mind set gives TRIP a new retail home while highlighting the broader shift towards beverages organised around emotional and cognitive needs.
TRIP has secured a prominent place in Walmart’s new Mood & Mind beverage set, giving the calming drinks brand an additional retail setting alongside its existing supermarket placements. The assortment is designed around need states including calm, focus and evening wind-down, positioning functional beverages as products for different moments rather than a single energy-led occasion. TRIP also remains available in Walmart’s ambient beverage aisle, where it sells singles and multipacks, and in the cold New & Noteworthy set, where it has six stock-keeping units.
The move reflects a narrower change within the functional beverage category: mood support is being treated as a distinct benefit alongside more established associations such as protein, hydration and gut health. SPINS data cited by TRIP identifies mood support as the fastest-growing functional benefit in beverage, expanding nearly three times faster than protein. The company also cites consumer survey findings showing that mental wellbeing, stress and sleep rank among prominent health concerns, particularly for younger consumers.
TRIP’s Walmart presence builds on its wider US expansion since nationwide availability began in 2025. The brand says it has become the fastest-growing sparkling drinks brand in the US year to date, based on SPINS data, while Numerator data cited by the company shows the highest repeat rate in its category. Almost half of TRIP drinkers surveyed by Numerator reported using the drinks on multiple occasions during the day, compared with 28% for soda and 27% for sparkling water.
The brand’s retail momentum has also been supported by marketing activity. In September, TRIP introduced its global Calm in the Chaos campaign with Kendall Jenner, Joe Jonas and Madeline Argy, with Jenner serving as the company’s global ambassador. TRIP was founded in 2019 by Olivia Ferdi and Daniel Khoury, and its products are positioned as lightly sparkling drinks made with magnesium and botanicals. The company says it is on track to reach $200 million in revenue in 2026.
For Walmart, the dedicated set creates a clearer navigational framework for shoppers seeking beverages linked to mood and mindset. For TRIP, it adds visibility within a major retailer while reinforcing the brand’s association with calm across ambient, chilled and need-state merchandising. The arrangement illustrates how functional drinks are being organised around daily routines and emotional contexts, although the longer-term strength of the category will depend on whether that positioning translates into sustained repeat purchasing.
