Mood to Order

When Megan Williams opened Thrive Juice Bar & Kitchen in Bar Harbor, Maine, 10 years ago, her superfood smoothies were lost on a few people. “They weren’t buying the smoothie because it had maca powder in it, and it was up to me to educate them,” she says. “It’s been cool to see more and more people coming in now, looking for these types of superfoods.”

Over the years Thrive’s smoothies and juice options have grown, and Williams has added functional ingredients like sea moss gel, bovine collagen, mushroom powders, blue spirulina, and more into the mix. “There’s so much information at our fingertips, and I think it’s awesome that people are taking their choices up another step. They’ve done their research and want what they’re putting in their body to help with the battle they have with their skin or a superfood that’s good for hormonal, thyroid or cognitive health,” she says.

For guests seeking healthy skin, Thrive serves a Cherry Berry Glow with cherries, strawberries, unflavored bovine collagen, sea moss gel, dates, lemon, vanilla coconut cream and almond milk. “It’s a radiant skin-promoting smoothie. Williams characterizes it as the brand’s answer to the Strawberry Glaze Skin Smoothie created by celebrity/influencer Hailey Bieber.

For hormonal well-being, Thrive offers a Dirty Chai Chaga Smoothie made with almond butter, banana, vanilla protein powder, cold brew and chaga spice mix. “Mushrooms are getting huge traction in the health and wellness world,” she says. “Chaga is an amazing, powerful mushroom and, to my knowledge, is thought to have cancer-fighting potential and anti-tumor properties.”

The ingredient is also found in the Chagaccino at Chicago’s Goddess and The Baker, where barista director Shelbi Parker combines mushroom powder with cocoa powder, cinnamon, oat milk and espresso for an umami-rich drink. “People get a little turned off after learning what chaga is, but most of the flavor comes from the cocoa powder and cinnamon. The mushroom is a bit earthy, but not a predominant flavor. You get the health properties, but don’t feel like you’re eating soup,” she says.

Be it TikTok’s tart cherry-and-melatonin “sleepy girl” mocktail before bed, starting the day with electrolyte and creatine power combos or getting an adaptogen boost via reishi and lion’s mane, functional ingredients are making regular appearances on beverage menus from small juice bars to big chains. And they definitely aren’t lost on consumers anymore—the brighter, cold foam frothier, and more protein-boosted, the better.

“This whole movement for functional beverages is getting bigger, not smaller,” says Kim Haasarud, founder of beverage consultancy Liquid Architecture. “Protein and energy are top of mind, but so are additives being combined to invoke a specific mood: nighttime relaxation, happy and energetic, something to calm anxiety. It’s whole food as medicine and finding health benefits in a drink. Mood is a big trend.”

Michigan-based Beyond Juicery + Eatery, which has served feel-good fare for 20 years, recently introduced six functional smoothies and coffees to aid in everything from gut health to immunity. The options include the Matcha Wave Smoothie, Collagen Coffee Cloud Smoothie, and Iced Functional Latte, with each featuring mood-boosting ingredients such as L-theanine, chaga, lion’s mane, blue spirulina and even collagen-infused cold foam.

The lineup also marked Beyond Juicery’s first time venturing into the coffee space (the brand just began serving breakfast last year). “We wanted to do it in a way that everyone hasn’t already done, as it’s a tough segment to tap into,” says Will Parsons, director of franchising. Rather than “beef up everyone with caffeine,” Beyond Juicery worked with Everyday Dose, which specializes in mushroom coffee, to bring functional benefits that would help customers feel energized but also focused and healthy.

The brand also introduced three fruit-based mood-boosting smoothies last year: Blue Mood Rush with blue spirulina, ashwagandha and lion’s mane; Wild Berry Glow with sea buckthorn, rose hips and biotin; and Spiced Pineapple Revive with turmeric, chia seeds and electrolytes. “When consuming a beverage with so many benefits to the body, customers are looking at it as an investment in themselves,” says Parsons.

One of the largest players in the category, Smoothie King, is also embracing and expanding its line of good-for-you beverages. “It’s really part of the core of who we are,” says product development scientist Amanda Daily. The brand organizes its offerings by function with categories like Get Fit, Feel Energized, Manage Weight and Be Well. As such, the offerings range from high-protein almond mochas to OG smoothies like the Hulk and Gladiator to coconut water and electrolyte-enhanced hydration smoothies. And the selection is only growing as the brand dives deeper into the functional wellness game.

“People are becoming more aware of their health, and it’s been helpful to have options on the go,” says Daily. “They’re busy and looking for something that’s delicious, but if we can provide something that also gives them fuel, purpose and energy throughout their day, that’s the sweet spot. I think it’s driving a lot of innovation and what drives it for us.”

Smoothie King has also been quick to develop, scale and promote fun, limited-time specials (hell Heinz Tomato Ketchup Smoothie!) that speak to specific trends consumers are hopping onto. In early 2024, it served a Sleepy Girlzzz Smoothie, with tart cherries, whey, pear, banana and passionfruit. It’s also added a fiber-maxing Supergrains Enhancer as a permanent menu option. “Creating these purposeful smoothies is a part of who we are,” says Daily. “When we see these trends that are really focused on functionality and it’s in our wheelhouse, it just makes sense for us.”