The first of three new products in Nature’s Bounty’s Brain Health Platform is aimed at helping support cognitive health among a demographic who needs an assist in focus, reaction time and attention — gamers. Brain HP is a jelly bean-format supplement designed to help gamers and esports pros 18 years old and older who are looking to support brain health and other cognitive elements without caffeine.
Brain HP includes l-theanine to support reaction time; Cognizn to provide citicoline; and lutein to help filter blue light and support visual perception. The watermelon-flavored jelly beans can be taken 30 minutes prior to gaming and up to twice a day. The product already has launched on Amazon and are set to hit CVS and Meijer shelves this spring.
To support the launch, the company has forged strategic team partnerships with the League of Legends Counter Logic Gaming team, the Overwatch League’s New York Excelsior, the Call of Duty League’s Atlanta FaZe and the Florida Mutineers. They will work to develop original content and giveaways to promote the product. Influencer partners include Kyle "Bugha" Giersdorf, Kristen "KittyPlays" Valnicek, Joedat "VoyBoy" Esfahani, "BunnyFufuu", "AVAGG" and Autumn Rhodes, Bree "BreeBunn" Morgan, among others.
"I'm all about products that help me game better, but I also want to feel good about what ingredients I'm putting in my body. That's why I'm stoked to help launch Brain HP – it improves reaction time without the caffeine," said Giersdorf, who is the reigning Fortnite World Cup champion, the Game Awards Gamer of the Year and member of the Forbes 30 under 30 list. "I hope this partnership with Nature's Bounty and Brain HP helps more gamers and streamers realize the importance of their health, and the impact it has on their career.”
The Bountiful Company’s general manager of e-commerce and digital said that market research found enthusiasm among gamers for the product.
"With 2.86 billion gamers globally who are constantly seeking ways to improve their performance, it was a no-brainer to introduce Brain HP to help support their passion and take their gaming skills to the next level,"Mattingly said, citing Statista numbers. "Through extensive research, we found gamers were excited about the new jelly bean format and loved that they taste great, are easy to eat and caffeine-free, to calm the brain to focus."
Also part of Nature’s Bounty's Brain Health Platform is Brain Superfood — a vegan capsule with a blend of plant-based antioxidants meant to support brain health, short-term memory and concentration — and Brain Focus, a Coolmelts tablet meant to calm the mind to help with focus.