The ‘biohacking’ trend is driving a raft of food and drink launches that boast brain-altering properties without those unwanted side effects. And these products are geared to those work-smarter rather than work-harder types, according to the Food & Drink 2017 report from JWT Intelligence.
Finland-based Four Sigmatic nutrient replacement drink Ambronite – the Nordic response to Soylent – is a mushroom- based beverage that promises to boost brain function and keep drinkers stimulated, but without the jitters. Key ingredients here include the likes of chaga, lion’s mane and cordycep mushrooms.
Then there’s Nootropic – cognitive enhancing – coffee with Hackers Brew offering a ‘humanistic approach’ to food, supplements, and technology. “When it comes to nootropics and mental performance, we want a real boost, but not at the expense of good taste,” the outfit says. It also isn’t out to banish traditional produce from our tables, adding that “we love coffee, and we love meals – let’s not replace either”.
San Francisco start-up Nootrobox has come up with Go Cubes, a chewable coffee candy product containing theanine, B6 and methylated B12, which apparently up the effects of caffeine ‘for enhanced focus and clarity’. Two units of Go Cubes can provide users with the ‘the kick of coffee with the relaxation of green tea’. And Nootrobox has got its boost in the the form of $2 million in seed investment from leading venture capitalist Andreessen Horowitz.
Image: Hackers Brew