Introducing Drink Happy Thoughts: A Functional Beverage Brand Evolving to Spread Daily Happiness

[Minneapolis, MN] – [February 3, 2026] – Drink Happy Thoughts, a functional sparkling juice brand designed to support brain health and elevate mood, today unveiled a vibrant new brand identity. Building on the foundation laid by its predecessor, Illicit Elixirs, the transition to Happy Thoughts marks a strategic evolution, aligning the brand's name directly with its core mission: helping consumers find their own inner magic.

The rebrand follows extensive market research and feedback from consumers, distributors, and retailers. While the name has changed, the commitment to high-quality, functional ingredients remains. Additionally, subtle tweaks to the formulation provide an enhanced flavor profile designed to engage a more discerning consumer.

"Consumers and retailers kept saying they love the concept and the flavor profile, but the original name didn't fully capture the positivity inside the can," said Lauren Doyle, VP of Marketing. "We wanted a name that highlights our product's benefits and inspires happiness. It turns out the answer was already right there on the package."

The shift to Happy Thoughts was a natural progression, as the phrase was previously a prominent tagline. The decision is bolstered by data from a recent survey of 250 functional drink consumers (aged 18-34), which revealed the name performed 37% better in overall appeal than the previous moniker, driving a purchase intent of over 48%.

Ideally suited for its key demographic—female consumers aged 18-34—the new identity spotlights the functional benefits sought by consumers: Focus, Brain Health, and Mood Boost. Leading this new chapter is a team of CPG industry veterans with over 100 years of combined expertise.

"Buyers and consumers gravitate towards our colorful flavors and clean ingredients," said Patrick Otten, VP of Sales. "As the healthy soda category expands, we offer a cleaner, low-calorie option that fits perfectly in the cold set across traditional, natural, and convenience channels."

Drink Happy Thoughts is committed to its retail partnerships and plans to expand nationally through key distributors including KeHE, Core Mark, and Faire. To ensure an effective presence, the brand will provide dedicated local support in key markets such as Los Angeles, Las Vegas, Chicago, and Milwaukee.

The refreshed branding and cans will roll out online and through regional partners in early February. Consumers can also expect to find the product in select Kroger banners, Bristol Farms, and Green Valley Grocers starting in March.

About Drink Happy Thoughts: Drink Happy Thoughts is a functional beverage brand dedicated to bringing fun to the functional space through a line of delicious, purposeful drinks with unexpected branding. Formerly known as Illicit Elixirs, the brand creates products that support brain health, enhance mood, and improve focus, all while embodying a mission to help consumers tap into the best version of themselves, one sip at a time.