Two former college athletes transformed their passion for performance into Neuro, a functional gum and mint brand. Co-founder Kent Yoshimura explained how he and co-founder Ryan Chen identified a crucial gap in the market: the need for convenient, shareable brain health supplements that don’t require carrying around bottles or mixing powders.
“Us being in college was all about shareability,” said Yoshimura. “So you can’t share energy drinks with each other. You can’t obviously share supplements with each other, or they’re just sitting in like your medicine cabinet collecting dust after time after New Year’s. So what if you could put it into your pocket, put it into your friend’s pocket and share it like you can with gum?”
Speaking to NutraIngredients-USA at Expo West, Jennifer Chang RDN, VP of Commercial, Neuro, explained that the company’s innovative approach to delivering clean energy and cognitive benefits through gum and mints has disrupted the traditional energy drink market. As consumers increasingly seek healthier alternatives to sugar-loaded energy drinks, Neurogum has positioned itself at the forefront of this shift.
Yoshimura discussed his successful TikTok strategy, where authentic creator partnerships and genuine product experiences have driven remarkable growth. The company’s collaboration with Steve Aoki exemplifies their commitment to meaningful partnerships, and an upcoming project with Mr. Beast is also in the works.
To hear more about the brand, how the company leverages TikTok and what’s next, watch the full interview.
