--- title: The business of bedtime snacks - The Hustle description: Businesses are looking to lure bedtime snackers with better-for-you, sleep-promoting treats. image: https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1602465686-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-sleepy-snacks_20230629233531.webp --- # The business of bedtime snacks ![Juliet Bennett Rylah](https://53.fs1.hubspotusercontent-na1.net/hubfs/53/assets/hubspot.com/web-team/WBZ/HubSpot%20Media/Blog%202021/Images/Nav/Optimized/TheHustle_Icon_Dark.svg) [Juliet Bennett Rylah](https://hs-sbup.thehustle.co/author/juliet-bennett-rylah) [Juliet Bennett Rylah Twitter profile ](https://twitter.com/JBRylah) Published: June 30, 2023 Updated: October 11, 2023 For as long as I can remember, the fourth meal has been Taco Bell. Specifically, a Crunchwrap Supreme at 2:15am after closing down a karaoke bar. ![bedtime snacks](https://hs-sbup.thehustle.co/hs-fs/hubfs/The%20Hustle%20News/Assets/Images/1602465686-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-sleepy-snacks_20230629233531.webp?width=595&height=400&name=1602465686-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-sleepy-snacks_20230629233531.webp) But now, there’s a new fourth meal designed to give you a peaceful night’s sleep at a reasonable hour. #### **Bedtime snacks** The global sleep aids market was valued at [$67.5B](https://www.polarismarketresearch.com/industry-analysis/sleeping-aids-market) in 2022, per Polaris Market Research. Meanwhile, interest in “functional” [beverages](https://thehustle.co/07072021-som-sleep/) and snacks, with special ingredients for things like focus, energy, and relaxation, has also taken off in recent years. Thus, it’s not surprising that there’s an emerging market of sleep treats, [per](https://www.fooddive.com/news/eating-your-way-to-sleep-cpgs-are-keeping-a-close-eye-on-sleep-inducing-fo/652845/) *Food Dive*. Examples include: - Nightfood, which makes cookies and ice cream - Nestle’s Goodnight chocolates - Post’s Sweet Dreams cereal Nightfood’s products are designed for people who already indulge before bed — [containing](https://nightfood.com/pages/faqs) less sugar, fewer calories, and sleep ingredients like tryptophan, which our bodies use to produce melatonin. Post’s cereal [contains](https://www.postconsumerbrands.com/sweet-dreams/) lavender, chamomile, and vitamins that support melatonin production. #### **But do they work?** We’re certain they’re more fun to nosh on than melatonin gummies, and more satisfying than downing a couple valerian capsules. But can they replace them? It’s long been said you shouldn’t eat before bed, but recent studies suggest that while a large meal hurts, a light snack [could help](https://www.sleepfoundation.org/nutrition/is-it-bad-to-eat-before-bed#:~:text=Although%20experts%20do%20not%20recommend,Source%20or%20staying%20asleep%20longer). That’s especially true if it’s rich in nutrients, low in calories, and includes sleep-inducing ingredients — like tryptophan. It may be a while before we get studies on these *specific *products, but they’re probably better for you than chowing down on a Crunchwrap Supreme before passing out… … Though we can’t guarantee we won’t do that again. 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