Nowadays Founders Pivot to Relaxation with New Beverage Brand Unwind

The brand launches with five distinct flavors—Berry, Cherry, Citrus, Tropical, and Spicy Lime—each formulated with Magtein-branded magnesium L-threonate and L-theanine. By omitting caffeine and keeping sugar and calorie counts low, the founders intend to position these drinks as a daily tool for shifting gears in an increasingly loud environment. Each can is priced at $2.79, with four-packs retailing for $10.99.

This move represents a strategic expansion for Tidwell and Puterman, who previously scaled Nowadays to over $100 million in sales within three and a half years. According to Tidwell, the goal is to apply their experience in identifying shifting consumer behaviors to the relaxation category, making the concept of winding down more approachable for the average shopper. The company plans to scale its retail footprint significantly by early 2027, supported by a national marketing campaign that includes sampling events and creator partnerships. Beyond the initial Walmart rollout, the product will be available through TikTok Shop starting in mid-October.