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Functional beverage brand, Illicit Elixirs, has launched a range of non-alcoholic, fizzy, RTD beverages designed to support dopamine production. The brand’s mission is to bring “happy hedonism” to consumers through its beverage range, which is claimed to support production of the “happy hormone”, dopamine, through its curated functional ingredient mix. Four flavours are available in the range: Let’s Party Peaches, Watermelon Lime Thirst Trap, Late Night Fruity Call and Vegas Debauch-A-Berry. Each flavour is made with real fruit juices, carbonated water and ‘DopaJoy’, the company’s functional ingredient mix including vitamins, amino acids and antioxidants such as niacin (B3), saffron, vitamin B6, vitamin C, ginseng, decaffeinated green tea extract, taurine and l-theanine. The company’s co-founder, John Valiton, said: “There are a lot of products on the market boasting various health benefits, energy boosters, etc., but when it really comes down to it, people are looking to drink something that tastes good and makes them feel fulfilled in a meaningful way”. “These two fundamental attributes are at the core of Illicit Elixirs and are why we developed a beverage that combines carefully curated ingredients to taste great, with no harsh side effects, no aftertaste and no empty promises.” Illicit Elixirs 12-packs are currently available online and with ecommerce partners including Walmart, coming soon to Amazon. Additional US distribution announcements, including the release of four-packs and individual 12 oz cans, are expected to follow throughout the year.