Format flexibility: Australian nootropic brand Neuratech switches to powders after regulatory shift
Last year, we interviewed the company on its existing supplement (Enhance) which was sold on the market and two other products (Boost and Calm), in which it was testing delivery formats.
All three supplements are nootropics and aim to support brain and metal health and performance. Enhance targets memory and learning; Boost is for focus, mood, energy; and Calm is for stress, sleep and relaxation
According to founder Filip Saric, Enhance has sold about 1,500 units since its launch last year.
However, this year, the firm has decided to formulate all three supplements in powdered versions.
Saric said this move was a response to the new regulation changes by Australia’s Therapeutic Goods Administration (TGA), in which supplements making claims such as muscle gain, increase mental focus, increasing metabolism and come in tablets, capsules or pills form will have to be regulated as therapeutic goods.
This meant that companies who wish to continue selling its products will have to bear a high costs, not only to list its products on the market, but also in preparing evidence to back up the claims.
“We found ourselves in the middle ground, so we decided to formulate our products as food, and switch over to powders. By doing so, we also get a chance to use higher dosages of certain ingredients, work on flavour and create a routine for consumers to take our products,” Saric told NutraIngredients-Asia.
“Because of the powder format, I think they're going to be way more applicable to a more mainstream audience.”
The first products to launch is Calm, and pre-orders will start in July. In addition, Neuratech has opened an early access waitlist for Calm which offers a 20% off pre-orders, where there are now about 100 people on the list.
Enhance will likely be launched in Q3 and Boost in Q4 2021. The existing capsule version for Enhance will be discontinued.
Enhance is a vanilla powder that can be mixed with water, smoothies, shakes, foods or coffee. Targeted for memory and learning, it is recommended to take daily long-term.
The new powdered version will see Lion's Mane Mushroom content increase from 500mg to 1g. It will also contain new ingredients including algae DHA (500mg), hydrocurc (500mg), vitamin C, D, E on top of existing vitamin B.
Calm is targeted for stress, sleep and relax and available in a chocolate powder, it is designed to be mixed with hot water or milk and consumed as a hot chocolate.
It contains magnesium glycinate, GABA, sensoril ashwagandha, reishi mushroom, L-theanine, chamomile extract, and astragin.
Boost is designed as a short-term product for focus, energy and mood, taken when needed. It is a raspberry flavoured powder, recommended to be mixed with cold water. Boost contains ingredients including zynamite, L-theanine and teacrine.
The supplements are sold through its online store for now, although there are plans to enter health food stores, pharmacies and food retailers once all three products have been launched into market.
Neuratech is planning to sell all three supplements in neuroboxes as a monthly package, to cover the entire spectrum of brain support for consumers.
In addition, it hopes to sell individual ingredients available in its nootropic supplements online. “Many people are getting into the nootropic space and with growing health enthusiasts, they like to buy individual ingredients and experiment with such ingredients.”
Saric added that the firm is also keen in entering the functional food space, incorporating its nootropics in formats such as protein bars, gummies, and interesting ones including tinctures, mouth sprays and chewing gum.
“I think one of the ways the nootropics industry is going to grow is by making it part of your daily routine through these delivery methods.”
It was also eyeing the potential of an algae omega-3 supplement either in soft gel or gummy.
While its main priority remains the nootropic category, it is not stopping the company from exploring the healthy ageing realm in the future.
Eventually, the firm also hopes to expand into China, US and India. Saric said: “These markets would understand our products, and are into products that help improve brain function and cognitive performance.”
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