FDBusiness.com

Caffeinated Stimulants Get a WakeUp! Call

 Breaking News
  • Continued Growth by Marston’s Marston’s, a leading British pub operator and independent brewer, has reported a 4.7% rise in underlying revenue to £553.1 million for the 26 weeks ended 30 March 2019, reflecting strong growth in its brewing business, the contribution from new openings and pub acquisitions and positive like-for-like sales in its pub businesses. Underlying operating profit at [...]...
  • UK Ethical Food and Drinks Sales Hit £8.2 Billion British consumers are increasingly eating with a conscience as latest research from Mintel reveals that last year the nation spent £8.2 billion on ethical food and drink, including organic, Fairtrade, Rainforest Alliance and Marine Stewardship Council (MSC) certified products. Over the past five years, sales of ethical food and drink have shot up by 43% [...]...
  • UK Restaurant Closures Accelerating as High Street Pressures Mount The number of restaurants in Britain fell by 2.8% in the year to March 2019, the latest edition of the Market Growth Monitor from CGA and AlixPartners reveals — with high streets in the south of England, excluding London, hit especially hard by closures. The figure equates to net closures of 768 restaurants over 12 [...]...
  • European Commission Clears Acquisition of European and Thai Businesses of BRF by Tyson Foods The European Commission has approved, under the EU Merger Regulation, the $340 million acquisition of the European and Thai Businesses of BRF of Brazil by Tyson Foods of the US. BRF’s European and Thai businesses are active throughout the poultry supply chain in Thailand, and import into and further process poultry meat in the European [...]...
  • Samworth Brothers Launches New Food-To-Go Business Samworth Brothers, the family-owned British food group, has launched a new food-to-go business and delivery service – Fresh Food For Now Company. The new venture marks the evolution of the existing Ginsters van operation into a fresh new business, offering vendors a complete food-to-go solution with an extended range of brands and products to cater [...]...

Caffeinated Stimulants Get a WakeUp! Call

Caffeinated Stimulants Get a WakeUp! Call
March 06
09:54 2018

InnoBev Ltd has received a US patent for WakeUp!®, its plant-based alertness formula. The patent describes a method for providing an ‘awakening effect’ as well as for compositions of plant extracts that help improve well-being. The WakeUp formula is designed to counteract ‘post-lunch dip’, the time of day when fatigue, drowsiness and foggy thinking can stunt productivity. It can help provide a lift on slow mornings and evenings as well.

The formula incorporates functional extracts of guarana, ginkgo biloba, and elderberry, and is sweetened by a low-glycaemic fruit extract. The non-caffeinated beverage answers a growing demand among today’s, health-conscious consumers who want to perform at optimal levels throughout the day, without the jitteriness, crash, and other drawbacks of caffeine.

“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,” says Eli Faraggi, founder and CEO of Inno-Bev. “Our internal clock helps regulate sleep patterns, feeding behavior, hormone release, and blood pressure. WakeUp alertness drink is designed to help consumers balance that internal clock.” WakeUp recently won ‘Best Functional Drink’ awards in Europe and the US.

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,” explains 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.”

Faraggi notes that InnoBev originally sought only a solution to the post-lunch dip phenomenon. “Following the first clinical study, we quickly understood that we had developed an effective, safe, and clinically supported way to improve wakefulness throughout the day,” he explains.

The company now has two formulas: WakeUp, for dietary supplements, and Rhythm™, for beverages. Analysis of new product launches, tracked by Innova Market Insights from 2013-2017, sees “green” energy drinks that feature natural energy sources, as having a major impact on the energy drink/alertness/stimulation category moving forward.

Additional clinical research is being conducted on WakeUp by Giora Pillar, PhD, head of sleep laboratory at Israel’s leading science institute, the Technion Faculty of Medicine, Haifa. The studies are scheduled to be completed in the third quarter of 2018.

“The timing for launching WakeUp in the US and elsewhere is based on the important milestones already achieved, new research in the pipeline, and InnoBev’s long-term commitment to innovative science-based food and beverage development,” says Faraggi. The WakeUp formula can be integrated into cereals and dairy yogurts for a comprehensive range of ‘BioWaker’ solutions.

Inno-Bev currently is seeking partnerships with leading US beverage and supplement companies. “We believe our scientifically supported and ready-to-market approach will disrupt the energy category,” Faraggi states. “Our business model includes joint-ventures and licensing of the Inno-Bev IP, either by application or by market segment. WakeUp also can be readily integrated into existing consumer brands.”

About Author

mike

mike

Related Articles



Food & Drink Business Conference & Exhibition 2016

Upcoming Events

  • June 18, 2019Multimodal 2019
  • June 25, 2019BevExpo 2019
AEC v1.0.4

find food jobs

The Magazine

F&D Business Preferred Suppliers

New Subscriber

Subscribe Here



Advertisements