Week 17 Roundup

Justifying our caffeine consumption, brownies made from vegetables, and more better-for-you soda news

The Caffeinated Conundrum

For millions, the day doesn’t truly begin until the first cup of coffee. As the world’s most consumed stimulant, caffeine is deeply integrated into our productivity cycles, valued for its proven ability to enhance alertness, concentration, and energy. Beyond the immediate boost, moderate consumption is linked to significant long-term health benefits, including a reduced risk for cardiovascular disease, type 2 diabetes, and even neurodegenerative disorders. However, caffeine’s benefits exist on a spectrum. Exceeding personal tolerance can quickly lead to adverse effects such as anxiety, insomnia, and heart palpitations. This duality requires a mindful approach to consumption, balancing the quest for performance with the potential for negative health impacts.

This ever-present demand has spurred remarkable innovation across the beverage and wellness industries. While traditional coffee still dominates, accounting for the majority of caffeine intake, the market has expanded to cater to a wide range of consumer preferences. The energy drink sector, for instance, has seen explosive growth, offering highly potent options that are particularly popular among younger consumers. Concurrently, alternatives like matcha are gaining market share by offering a different experience—a “calm alertness” attributed to the amino acid L-theanine, which modulates caffeine’s effects. From caffeinated gums to functional snacks, the proliferation of these products ensures that caffeine remains a central, and increasingly versatile, part of the modern diet.

Recipe of the Week

Sweet Potato Brownies

• 1 large sweet potato

• 1 cup of smooth almond butter

• 2 large eggs

• 2/3 cup of maple syrup

• 2 tsp of vanilla extract

• 2/3 cup of cocoa powder

• 1/2 tsp of baking soda

• 1 tsp of salt

• 1 cup of chocolate chips

Chop and boil sweet potato. Peel off skin once cooled. Add all ingredients besides the chocolate chips to a food processor or blender. Blend until smooth scraping sides halfway through. Fold in chocolate chips and pour into a lined 9x9 baking pan. Bake for 20-25 minutes at 350.

Notable and Newsworthy

• Actor Ben Stiller launches a better-for-you soda company called Stiller’s with backing from Lerer Hippeau

• Tito’s acquires a majority stake in Austin-based tequila brand LALO

• Ames Watson acquires Claire’s North American division for $140M with plans to keep open 800+ stores across the country

• NikeSkims, activewear collaboration between Nike and Kim Kardashian’s slims launched this week

• Happy Dad is now the 4th hard seltzer brand in the US convenience channel and the official hard seltzer of Joe Rogan’s podcast

• Ketone IQ secures 7 figure investment from Steven Bartlett, Jon Jones, and Seaside Ventures

Podcast of the Week

How I Built Think with Guy Raz - Poppi: Allison and Stephen Ellsworth. From Farmers Market Vinegar Drink to $2B Soda Sensation

• Apple Podcasts

• Spotify