WHAT: Freeze-dried caffeinated and decaffeinated coffee based on the circadian rhythm

WHY: The product is composed of a morning, afternoon, and nighttime freeze-dried coffee roast, all bagged individually but presented as a series. Different levels of caffeine will be displayed across all three packages from the strongest for the morning roast to the decaffeinated roast for nighttime.

The brand is geared toward adults who enjoy coffee, especially for its full and robust taste but are conscious of maintaining a healthy, consistent circadian rhythm. Consumers will feel a sense of routine through daily encouragement to stay on top of their body’s natural rhythm while enjoying a cup of coffee, without experiencing the negative effects of caffeine.

WHAT IS THE CIRCADIAN RHYTHM?
Circadian rhythms are 24-hour cycles that are part of the body’s internal clock, running in the background to carry out essential functions and processes. One of the most important and well-known circadian rhythms is the sleep-wake cycle.

Different systems of the body follow circadian rhythms that are synchronized with a master clock in the brain. This master clock is directly influenced by environmental cues, especially light, which is why circadian rhythms are tied to the cycle of day and night.