New Limited-Edition SKU Targets Digital-First Consumers
Mitra9 has launched Neon Berry, a limited-edition functional seltzer designed for gamers, streamers, and content creators seeking focus and energy during immersive digital activities.
The product features a berry flavor profile and distinctive neon purple packaging—a departure from Mitra9's existing can design. The company positions Neon Berry as a cultural exploration within the broader functional beverage category, signaling a shift toward experimental, time-limited offerings.
"Neon Berry represents our entry into digital-first culture," said Dallas Vasquez, CEO of Mitra9. "It's built for immersive moments where focus, creativity, and energy come together."
Distribution and Formulation
Neon Berry will be available exclusively online for a limited time, according to the announcement. The seltzer joins Mitra9's existing lineup of functional beverages, which the company says are crafted to support mood, clarity, and performance through plant-based innovation.
Mitra9's portfolio contains mitragynine and kava-based formulations. The company operates in more than 30,000 retail locations and reports 150,000 customers.
Why It Matters
The launch reflects broader industry momentum around functional beverages targeting niche lifestyle communities. By pursuing exclusive online distribution and limited-time availability, Mitra9 is employing scarcity-driven merchandising common in gaming and energy drink marketing—a strategy designed to drive urgency and social media engagement among younger consumers.
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Written by FBM Publications Editors