{"id":17696,"date":"2026-11-07T00:41:37","date_gmt":"2026-11-06T21:41:37","guid":{"rendered":"https:\/\/handoli.com\/index.php\/2026\/11\/07\/now-the-multibillion-dollar-functional-industry-is-all-about-uppers-and-downers\/"},"modified":"2026-11-07T00:41:37","modified_gmt":"2026-11-06T21:41:37","slug":"now-the-multibillion-dollar-functional-industry-is-all-about-uppers-and-downers","status":"publish","type":"post","link":"https:\/\/handoli.com\/index.php\/2026\/11\/07\/now-the-multibillion-dollar-functional-industry-is-all-about-uppers-and-downers\/","title":{"rendered":"Now the Multibillion-Dollar \u2018Functional\u2019 Industry Is All About Uppers\u2014and Downers"},"content":{"rendered":"<p>From ashwagandha calm drops to 120mg cold-brew tea cans, functional beverage brands are pitching to a bifurcated consumer base. Here is why positioning for specific need states is the new retail playbook.<\/p>","protected":false},"excerpt":{"rendered":"<p>From ashwagandha calm drops to 120mg cold-brew tea cans, functional beverage brands are pitching to a bifurcated consumer base. Here is why positioning for specific need states is the new retail playbook.<\/p>\n","protected":false},"author":1,"featured_media":17697,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"rop_custom_images_group":[],"rop_custom_messages_group":[],"rop_publish_now":"initial","rop_publish_now_accounts":[],"rop_publish_now_history":[],"rop_publish_now_status":"pending","footnotes":""},"categories":[1],"tags":[],"class_list":["post-17696","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-explore"],"_links":{"self":[{"href":"https:\/\/handoli.com\/index.php\/wp-json\/wp\/v2\/posts\/17696","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/handoli.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/handoli.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/handoli.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/handoli.com\/index.php\/wp-json\/wp\/v2\/comments?post=17696"}],"version-history":[{"count":0,"href":"https:\/\/handoli.com\/index.php\/wp-json\/wp\/v2\/posts\/17696\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/handoli.com\/index.php\/wp-json\/wp\/v2\/media\/17697"}],"wp:attachment":[{"href":"https:\/\/handoli.com\/index.php\/wp-json\/wp\/v2\/media?parent=17696"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/handoli.com\/index.php\/wp-json\/wp\/v2\/categories?post=17696"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/handoli.com\/index.php\/wp-json\/wp\/v2\/tags?post=17696"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}