'Sleep Well' milk launches

Friday 15 September 2017

Gone are the days of counting sheep. Sleep Well, a natural drink made of Jersey Milk, honey and valerian has just launched, and is on a mission to help people sleep.

It was invented by Allan and Sam Watts as a natural alternative to medicinal calming drinks.

Sam Watts came up with the idea to create a natural milk drink to help you sleep after a long-haul flight from Los Angeles last year. She explained: “I’m a nervous flyer and I struggle to sleep on planes. At the airport, I picked up a bottle that contained all sorts of additives, including melatonin, which you can only get on prescription in the UK.  We thought there had to be something more natural and non-medicinal which would have the same calming effect. Leading busy lives juggling work, children, family, friends and an over-excitable Labrador, we realised a natural drink that could help us, and our family, relax and sleep would be fantastic. But there was nothing on the market. So, we did our research and, after a lot of testing in our kitchen, we got the ingredients and blend just right.”

It took a year to develop the Sleep Well product and brand and the first commercial production run will be taking place this week. Allan and Sam Watts set up their business with entrepreneur John Davey, and officially launched Sleep Well in London at the Speciality and Fine Food Fair at Olympia last week. The product was chosen by leading trade publication The Grocer as one of its top ten most innovative products at the show. 

The milk is produced by Jersey Dairy, who have developed the recipe created by the founders and have sourced the key ingredients, including the valerian which is grown organically in Rutland in the UK. Valerian has been used for over 2,000 years for its calming effect and is the common ingredient in many leading sleep products available on the market.

Pictured: Allan and Sam Watts, the brains behind Sleep Well Milk Drink.

Allan Watts continues: “We wanted to use Jersey milk from Jersey cows in Jersey. They produce the best milk in the world, which is 20% higher in protein and calcium than milk from other breeds.  It is also primarily A2 protein which is suitable for people who are lactose intolerant. The result is a drink that is totally unique in the market.  The response from the trade following Speciality and Fine Foods to the concept, branding and taste has been phenomenal. We were one of the most visited stands at the Show with some buyers coming back on consecutive days bringing colleagues with them.”

Sleep expert Dr Neil Stanley, who has helped the company create a sleep guide for launch and advised on the effects of valerian, says: “Sleep, or lack of it, is a huge issue globally. Our modern lives create all sorts of barriers to getting a proper night’s sleep, from stress at work to using mobile phones and laptops in bed. It’s important to have a regular bedtime routine and the bedtime drink is a part of that.”

A member of Genuine Jersey, Sleep Well is a long-life milk product. It can be drunk cold or warm about 30 minutes before bed, though it can be enjoyed at any time to help you relax. Launching in vanilla flavour, a chocolate version is in development. The drink comes in handy ‘sip and snooze’ 200ml cartons, with one litre family packs available later this year. It is suitable for anyone over 12 months old.

Pictured: Launched in vanilla flavour, Sleep Well could soon be available in chocolate.

An initial amount will be available to purchase through the company’s website www.sleepwellmilk.com. There has already been a huge amount of trade interest in the product and it’s hoped it will also soon be available in retailers, delis, coffee shops as well as being supplied direct through the catering industry to hotels and on board commercial flights.