Nowadays Launched Unwind Beverage at Walmart

The functional beverage maker is moving into national retail, offering entrepreneurs a new model for scaling relaxation-focused products.

Updated on Oct. 7, 2026 in Consumer Goods

A single glass bottle of functional beverage on a wooden retail display shelf, illuminated by warm, low-angle morning sunlight. — Nowadays has launched its Unwind functional beverage line at Walmart, marking a transition from THC-focused products to the mainstream retail market. AI Illustration. Upload story photo >

Live Poll

Would you purchase a functional relaxation beverage if it were available at your local grocery store?

Founder-led company Nowadays has debuted its functional beverage line, Unwind, at Walmart stores and on Walmart.com. The 12-oz. drinks, which feature magnesium L-threonate and L-theanine, are priced starting at $2.79 per unit.

Why it matters

The launch marks a significant shift for the brand as it expands from its origins in the THC space into mainstream retail channels. By positioning its zero-caffeine, low-sugar product for mass-market availability, the company is testing consumer demand for relaxation-focused functional beverages.

Nowadays has achieved $100 million in total sales over the past three and a half years, providing a substantial baseline for the rollout of five Unwind varieties. The new product enters the competitive functional beverage market with a single-can price point of $2.79.

The players

Nowadays

A beverage company that has generated $100 million in total sales over three and a half years.

Walmart

A multinational retail corporation operating a chain of hypermarkets and a major e-commerce platform.

The details

The rollout leverages a broad national marketing strategy that includes creator partnerships, in-store sampling, and paid media. The drinks utilize Magtein-formulated magnesium, catering to a growing interest in functional ingredients. By partnering with Walmart, the brand gains immediate access to a nationwide supply chain while simultaneously planning to scale direct-to-consumer reach through TikTok Shop.

2023 marked the founding of the beverage company Nowadays.
October 2026 will see the product become available on TikTok Shop.
Early 2027 is the scheduled period for additional national retail rollouts.

Market Landscape

This move highlights the ongoing shift of functional beverage brands from niche online segments to major national retail chains. It follows a pattern where emerging drink companies secure mass-market distribution to capitalize on consumer interest in health-adjacent, caffeine-free products.

Operators should monitor the consumer uptake of premium functional ingredients like magnesium L-threonate in mainstream retail to gauge if customer demand justifies similar inventory shifts. Watch how the brand uses TikTok Shop in October 2026 to see if digital-native social commerce effectively drives in-store sell-through.

The takeaway

The successful transition of a specialized drink brand into a major retailer like Walmart signals that mass-market consumers are increasingly open to functional ingredients. Business owners should track the performance of the $2.79 entry price point as a benchmark for premium functional category pricing.