Mt. Angel Vitamins rides on nootropic wave with launch of Brain Boost

By Adi Menayang contact

- Last updated on GMT

Mt. Angel Vitamins rides on nootropic wave with launch of Brain Boost
As consumer interest in boosting cognitive performance continues, more products are launched in the nootropic category. The latest addition to the category comes in the form of Oregon-based supplements company Mt. Angel Vitamins’ Brain Boost.

The capsule supplement contains Kyowa Hakko’s branded citicoline Cognizin and Bacopa monnieri in the form of the branded Synapsa by PLT Health Solutions, ingredients that are common staples​ in formulations designed for cognitive function.

The rest of the formulation is Mt. Angel Vitamins’ proprietary blend called ‘NOOtropic DMAE,’ formulated “to super-charge brain power and provide anti-aging neuroprotection for better mental concentration,” ​said Rob Ugianskis, CEO.

Research: The best way to ‘weather nootropics storm’

Nootropics have been gaining attention in the past few years—Google Trends revealed​ that searches for the term ‘nootropics’ have continued to climb since 2010.

But whether the attention is in a positive or negative light is not so clear. In 2016, the AMA warned its members about the rise of nootropics​, and the category has been in the crosshairs of policymakers like Sen. Claire McCaskill (D-MO), who in 2015 asked the FDA​ to pull some supplements marketed for brain health from shelves.

However, Cognizin, an active ingredient in Brain Boost, is one of the most studied for cognitive function. The ingredient was launched at SupplySide West back in 2008.

A 2011 study​ by The Brain Institute researchers at The University of Utah found that 250 mg of citicoline may be effective in improving attention. Another study​ from the same university in 2015 found that citicoline supplementation may improve attention in adolescent males. The ingredient manufacturer has argued that extensive research is the best way to weather the negative shadow cast over the nootropic category.

In a previous interview​ with NutraIngredients-USA, Karen Todd, a registered dietitian who is also director of global marketing for Kyowa Hakko USA, said that building a suite of scientific evidence to support proper dietary supplement-style structure function claims is what can and should set a correctly marketed dietary ingredient apart from the pack of products hovering in a gray realm between the supplement and drug worlds.

“That’s where we really need to distinguish ourselves. McCaskill is going after things that are making claims they definitely shouldn’t have made,”​​ she said. 

Related topics: Markets, Product claims, Cognitive function

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