Startup CPG Newswire:
Drink Happy Thoughts introduces a New Name and Upgraded Formula to Deliver Happiness in a Can

PRESS RELEASE — NEWS PROVIDED BY Lauren Doyle for Happy Thoughts (Formerly Illicit Elixirs)

MINNEAPOLIS, MN (FEBRUARY 2026) – Drink Happy Thoughts, a functional sparkling juice brand designed to support brain health and elevate mood, today unveiled a vibrant new brand identity. Formerly known as Illicit Elixirs, the transition to Happy Thoughts aligns the brand’s name directly with its core mission: helping consumers find their inner magic.

The purposeful 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, featuring subtle formulation tweaks for an enhanced flavor profile.

“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 our packaging.”

The shift was a natural progression; “Happy Thoughts” previously served as a prominent tagline. Data from a survey of 250 functional drink consumers (ages 18-34) bolstered the decision, revealing the new name performed 37% better in overall appeal and drove a purchase intent of over 48%.

Led by a team of CPG veterans with over 100 years of combined expertise, the identity spotlights three primary benefits: Focus, Brain Health, and Mood Boost.

“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,” added Patrick Otten, VP of Sales.

The brand plans to expand nationally through key distributors including KeHE, Core Mark, and Faire, with dedicated local support in Los Angeles, Las Vegas, Chicago, and Milwaukee. The refreshed cans will roll out online in early February and in select retailers—including Kroger banners, Bristol Farms, and Green Valley Grocers—starting in March.

About Drink Happy Thoughts

Drink Happy Thoughts is a functional juice brand sharing delicious and healthy with consumers seeking a little more joy. We believe happiness is an inside job, crafting healthy sodas with real fruit juice and science-backed ingredients.

Our caffeine-free blend of amino acids, vitamins, and antioxidants boosts mood and focus. Whether it’s a morning vibe shift, an afternoon pick-me-up, or mocktail, we offer a delicious ritual to elevate your mind without the crash. Our mission is to inspire the connection between a healthy body and a positive mind. Feel like yourself, only better.

Think clear. Feel good. Find your inner magic.
Drink Happy Thoughts.

If your brand wants to publish a press release on the Startup CPG Newswire,  fill out the form here. 

The news and images contained on this page has been provided by a third party. Startup CPG does not verify, endorse, or vouch for any information or content submitted by third parties, or verify the identity, credentials, or expertise of third parties. We encourage you to consider carefully the source of all information and content provided by third parties on this website.

Join Startup CPG!

Have you joined our *free* Slack community yet? Join the largest CPG community in the world to receive and share on-the-spot advice, industry news and data, and exclusive discounts and opportunities for emerging brands.

If you want to be the first to know about key business updates from the most innovative early CPG brands, sign up for our bi-weekly Newswire roundups here.