Last Updated: 1/31/2011 9:37 AM
I AM Sleepy is a product that’s designed to promote healthy and proper sleep (recommended consumption is one bottle before bedtime). With ingredients like melatonin, chamomile, L-tryptophan, lemon balm, passionflower, GABA, hops flower, and L-theanine, the brand has virtually every natural sleep and relaxation aid represented. That being said, the formulation of I AM Sleepy is a bit less unique than the other varieties that make up the I AM brand. However, it’s still a pleasant product to consume, with a tart and sweet fruit flavor that’s low in calories and carbohydrates (two things most people don’t necessarily want right before going to sleep) thanks to the use of stevia and erythritol. The branding, on the other hand, is definitely something that’s unique and well executed, with the name, “I AM SLEEPY”, and graphics (a bunch of “Z”s) pretty easy to figure out. Like the other I AM flavors, it’s very cleanly executed, which ultimately should add another bit of credibility to the product. And putting all of this together, we think that I AM has a very marketable product in Sleepy, especially given the explosive state of the relaxation category.