One of the founders is CPG expert Chris Bernard who joined the NutraCast to tell us about Mindright, his new functional food and nutritional supplement brand that's tailored to the hyper achiever who sees happiness as the key to success.
“The concept was grown from the fact that we continue to see functional foods really driving the food market and within functional foods, its condition-specific products that are really pushing things along," explained Bernard. "Condition-specific meaning things that promote gut health with probiotics, beauty from within with collagen, and sleep support, immune support, and when we started this journey, we really look to find something that really fit our lifestyle in mindset and when you start to investigate where these trends began we look at supplements and within the supplement space, we see that mood and mental health are exploding through nootropics, adaptogens and other various brain supplements, and that's kind of where we started to get the idea.”
The bar includes ingredients like ashwagandha, ginseng, MCT, cordyceps and is sweetened with coconut palm sugar.
“One of Rob's strengths is that through the process he validates every point of the opportunity and he really pushed testing and validating the concept,” said Bernard, while referring to his co-founder, former professional skateboarder Rob Dydrek.
Mindright was built in partnership with the Dyrdek Machine, a venture creation studio that provides expertise, capital, and amplification to entrepreneurs.
Bernard said that while he’s not one to spend a ton of money on research prior to launch, he’s grateful that Dyrdek pushed him to do so.
“What resonated really highly and indexed greatly was people wanted foods to help them to feel better, that supported mood, that made them happy and it was just so overly indexed that we were like, well, we've got the ingredients that really support those claims. They reduce stress, they enhance mood, they can give you energy. Why don't we lean into this idea of foods that support mood?” said Bernard.
To hear more about what is in store for the Mindright and who hasn’t had a negative thought in 18 months, listen to the NutraCast.
NutraCast is a podcast that focuses on insights from inside the nutrition industry. It is a production by NutraIngredients-USA. Music by Kevin Macleod.