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Now the Multibillion-Dollar ‘Functional’ Industry Is All About Uppers—and Downers

From ashwagandha calm drops to 120mg cold-brew tea cans, functional beverage brands are pitching to a bifurcated consumer base. Here is why positioning for specific need states is the new retail playbook.

Now the Multibillion-Dollar ‘Functional’ Industry Is All About Uppers—and Downers

We haven't written up this one. Inc. has the full story — the link below goes straight to it.

Read the original at inc.com →

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