The Problem in Numbers
Energy Drinks
$86B market built on sugar & caffeine. Delivers “energy” but drives crashes, stress and long-term harm.
Protein RTDs
Over $18B globally, but muscle-only focus. Ignores recovery, gut health, and real wellness foundations.
Vitamins
NZ survey: 44% default to vitamins & minerals, only 10% recognise botanicals. The gap is education.
How Lullaa™ Redefines Wellness
| Category | What It Gives | Common Gaps | Lullaa™: Multi-System Wellness |
|---|---|---|---|
| Energy Drinks | Quick caffeine, sugar | Crash, stress on body | Sustained vitality, no crash |
| Protein RTDs | Muscle protein | Lack recovery, gut support | Protein + botanicals + synbiotics |
| Vitamins | Basic micronutrients | Don’t address stress/inflammation | Clinically validated botanicals |
The Global Shift is Already Here
Big Beverage is investing billions into functional waters, probiotics, and collagen RTDs. But only Lullaa™ is IP-protected (formula, process, packaging) — defending its category creator status.
From the U.S. to Asia, validated botanicals and biotech wellness are becoming the standard. New Zealand must lead, not follow.