News in Brief
Inno-Bev gets US patent on botanical formula for alterness
The patent describes the invention as providing an “awakening effect” and covers “compositions of plant extracts that help improve well-being.” The formula is based on guarana, ginkgo biloba and elderberry, and is sweetened with a low glycemic fruit extract.
The energy drink market is a crowded one, with major players like Red Bull, Monster and Rock Star duking it out for market share at the top. But the consumers in this category have proven amenable to trying new things, too, giving room for reams of smaller brands. Inno-Bev is positioning WakeUp as a postprandial beverage to counteract the so-called post lunch dip.
Inno-Bev says the beverage is “non-caffeinated.” Guarana itself is often used as a source of natural caffeine, but the extract used in the Inno-Bev formula provides only a minimal 10mg/serving dose (a typical cup of garden-variety coffee provides about 80 mg, and many Starbucks beverages provide 200 mg or more). Inno-Bev founder and CEO Eli Faraggi said the formula speaks to the suspicion some consumers are starting to have about the perception that the ingredients in some of the top brands in the category are artificial.
The category has also come under the radar of regulators and lawmakers because of the practice in the past by some brands to aggressively market products to an underage demographic.
“This Inno-Bev patent approval comes at a time when energy drinks are under renewed scrutiny due to concerns over negative health effects associated with overconsumption, and when major beverage brands are investing huge sums in healthy, science-based beverages,” he said.
Farragi said Inno-Bev has done a significant amount of research on the formulation. Four clinical research studies conducted with third-party partners indicated that WakeUp can help counteract fatigue and balance the body’s circadian rhythm.
“In randomized controlled trials, WakeUp was shown to overcome the post-lunch dip/morning inertia, and improve vigilance, focus, and work performance with no tolerance effect or the side effects, such as those associated with caffeinated beverages and other stimulants,” said science and regulatory specialist Risa Schulman, PhD, following an expert scientific review of Inno-Bev’s formulations. “In addition, when consumed consistently over a 30-day period, it could help improve brain function.”
