Nature's Bounty enters esports market

By Danielle Masterson contact

- Last updated on GMT

Image courtesy of Nature's Bounty
Image courtesy of Nature's Bounty

Related tags: natures bounty, eSports, gaming, Brain health, Cognitive health

The flagship brand of The Bountiful Company has unleashed three new products as it forays into the esports and brain health markets.

Brain HP is the brand’s first jelly bean format and cognitive health dietary supplement designed for adult gamers and esports pros. The company said these watermelon-flavored jelly beans help support brain health, focus, reaction time, visual perception, and attention, without the caffeine or jitters.

The jelly beans contain ingredients backed by clinical research, such as L-theanine, an amino acid aimed to improve reaction time, lutein to help filter out blue light and assist with visual perception, along with Kyowa Hakko’s branded citicoline ingredient Cognizn, which supports attention. 

“Dozens of colleagues from across The Bountiful Company and Nature’s Bounty brand —including scientists, engineers, and manufacturing, quality and regulatory experts — all contributed to the launch of Brain HP. They spent the last several years researching safe and effective ingredients for brain health, alongside gaining an understanding of the needs of esports athletes to develop a product that delivers on the consumer experience. We also worked directly with the gaming community through focus groups to ensure we met their needs,”​ explained David Despain, director, Nutrition Science & Communications for Nature’s Bounty.

Brain HP has joined forces with top gaming influencers like Kyle "Bugha" Giersdorf, Kristen "KittyPlays" Valnicek, Joedat "VoyBoy" Esfahani, "BunnyFufuu", "AVAGG" and Autumn Rhodes, Bree "BreeBunn" Morgan, to name a few. 

Multiple gaming titles 

Despain said that since most esports fans follow just one gaming title, it was important for Nature’s Bounty to follow that same strategy. “League of Legends, Overwatch League and Call of Duty League are well-known franchised leagues in esports, and our teams presented some really creative ideas to introduce our product to their fans.”

The launch is backed up with support from strategic team partnerships, including League of Legends' Counter Logic Gaming, the Overwatch League's New York Excelsior, and the Call of Duty League's Atlanta FaZe and Florida Mutineers. The teams will collaborate with Nature's Bounty to develop original content and giveaways to promote the product. 

Demand 

Desdain said that health and wellness are quickly becoming a top priority for gamers and esports pros who want to compete at the highest level. 

“With over 2.86 billion gamers and 450 million esports fans globally, we saw an opportunity to provide a product unique to that market segment looking for an edge in their play. Brain HP was developed with gamers in mind and it can help improve players’ reaction time for next-level gaming performance. The product also supports visual perception, attention, and focus,”​ explained Despain.

Lineup 

The Brain Health Platform also includes Brain Superfood, a vegan capsule blend of plant-based antioxidants to support brain health, and Brain Focus, a chewable tablet aimed to calm the mind and help with focus.

The new brain products are currently available on Amazon and will hit retail shelves later this spring.

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