Walmart Puts Focus on Functional Beverages With New Mood & Mind Category
Earlier this month, Walmart launched a new retail category. Mood & Mind, now a category at about 1,000 stores in the United States, was designed for shoppers looking for drinks around occasions like focusing, energizing, recharging and unwinding, the company said.
The new category, which includes exclusive items from Nowadays, Recess, Juni, Neutonic and Trip, was launched in response to the growing popularity of mood-forward beverages. About 31% of Walmart's Mood & Mind assortment is carried only by the retailer.
"Beverage culture is changing, and our customers aren’t necessarily shopping within the traditional categories anymore," said Brian Salmon, VP of beverage at Walmart U.S. "Mood & Mind brings together a new set of beverages in one destination, making it easier for customers to discover drinks that fit different moments in their day, from energy and focus to relaxing and unwinding."
With Mood & Mind, Walmart is answering the trend toward shoppers who seek beverages that support how they want to feel, in addition to what they want to drink.
"Walmart has a unique ability to help take an emerging trend mainstream," Salmon said. "Mood & Mind puts some of the most exciting brands in beverage front and center, with new discoveries and Walmart exclusives that give customers even more reasons to explore what’s next in beverage."
One such brand is Trip, a calming drinks brand that launched in the United States in 2025. Trip's products are available in Walmart's ambient beverage and cold New & Noteworthy sections, as well as in its new Mood & Mind retail category.
"As we built out Mood & Mind to represent the different moments and mindsets our customers are shopping for, calm was an important part of the assortment. Trip is a natural brand to include in the assortment," Salmon said. "They've built a strong following around calm, and we're excited to give Walmart customers another way to discover Trip."
Trip's products specifically fit into Walmart's Mood & Mind category for shoppers looking for calm and focus at work or looking to wind down at night.
"Calm is the need state for modern times," Trip co-founder and Co-CEO Olivia Ferdi said. "People are searching daily for balance, and a moment to feel present in a busy day. We're excited to work with Walmart creating a dedicated home for calm and Trip's proud to be part of this milestone for the whole category."
Walmart's Mood & Mind category launched at stores on Oct. 3.
This article was originally published on P2PI sibling brand Progressive Grocer.
