Cognitive decline can be due to decreasing levels of cyclic Glycine-Proline (cGP) – a naturally occurring molecule in the body that is essential for the formation of small blood vessels.
This usually happens around 40–45 years old. Therefore, protecting brain health at different life stages can help manage or delay brain health issues.
Michael Dunsire, managing director of Vitality Wellness, said: “Brain health isn’t just about how you function on a day-to-day basis. More importantly, it’s about how your brain develops over the years and how you’ll be in the future.
“After 40, cGP levels naturally decline, leading to cognitive decline and increasing risks of neurodegenerative diseases like dementia, Alzheimer’s, and Parkinson’s.”
He adds that educating people about the importance of early intervention is key.
“We all produce cGP, but levels decrease with age. Most people don’t realise there’s a problem until they’ve got a problem. The key challenge is educating consumers on the importance of early intervention, especially if they have a family history of neurological conditions. These products can’t cure the disease, but they can help delay its onset,” said Dunsire.
He also shared that the firm is focusing on meeting demand for brain health supplements.
The firm has just launched Brain Support – blackcurrant-based supplements for cognitive and physical strength. Each capsule has 100mg cGP-Pro, an ingredient developed and own by cGP Lab – a firm that specialises in cGP supplements, and also supplies cGP Pro as a raw material to other brands.
Each Brain Support capsule contains the active cGP made from New Zealand sourced ingredients including blackcurrants. It also contains 300mg Bacopa monnieri extract, a herb known for its cognitive benefits.
“cGP Pro is beneficial for sleep quality, brain fog, concentration, and overall brain health. Bacopa monnieri supports cognitive function, so the two ingredients complement each other,” said Dunsire.
He added that Brain Support is an updated version of Brain Shield, which contained New Zealand blackcurrant, linseed oil, and omega-3.
Another key difference is the stability of cGP.
“In Brain Shield, the cGP was not always as stable as we wanted. To improve this, we worked on enhancing cGP’s stability by incorporating hydrolysed collagen, which not only stabilises cGP but also contains some naturally occurring cGP. The updated cGP Pro formulation ensures a standardised, stable cGP level and is manufactured in New Zealand under GMP (Good Manufacturing Practice) standards,” said Dunsire.
Brain Support is targeted at those above 45.
The firm also plans to develop more omega products for brain support earlier in life.
Omega supplementation
Omega supplementation is crucial for brain health as gamma-linolenic acid (GLA) – a type of omega-6 fatty acid – can be converted into DHA, a key component of brain function.
Therefore, the firm is planning to develop children’s supplements to support brain growth and development.
Dunsire observed that while there is demand for omega products, many consumers might not be fully aware of what makes a product effective.
He said that consumers tend to buy omega products for brain health simply because they’re affordable, without considering the actual formulation or dosage effectiveness.
“Consumers need to understand what’s on the label. Specifically, the levels of DHA, GLA, and omega-3, 6, and 9. They also need to consider dosage. Just because you buy a large, inexpensive bottle doesn’t mean it will provide the right benefits,” said Dunsire.
