Whether it’s that lack of focus while working from home or the cognitive decline that comes with aging, brain health is now one of the fastest growing categories in the VHMS market across all demographics.
Nature’s Bounty recently introduced their Brain Platform, which includes Brain HP, Brain Superfood and Brain Focus.
David Despain, the Director of Nutrition Science & Communications for Nature’s Bounty, explained that Brain HP is a cognitive health dietary supplement designed for esport athletes, a demographic that Nature’s Bounty worked directly with through focus groups.
“With every consumer group you have varying suggestions, varying feedback, but then there are clear signals. Some of the signals that we had were that gamers were looking for a caffeine-free product, for example. Another signal that we had was they wanted something that was enjoyable, that they could snack on, however, they weren't too interested in something that would cause them to have to get up from their game and perform a lot of work like mixing up a product. And so that led to some ideation on our part and our scientists sought out some other unique formats and the jelly bean format was one of those formats that came to mind. And when we tested the jelly bean format with gamers, we found that it really resonated with them,” explained Despain.
He added that gamers aren’t the only ones reaping the benefits from the jelly beans.
“I certainly take them. I play chess every once in a while, so I take them for playing chess and also just simply for working. I would certainly be thrilled if we went after the chess market because those are my people.”
To hear more about the insights obtained from the focus groups, ingredients, and packaging design, 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.