One Brainy Beverage?

What Is A “Functional” Beverage?

Wikipedia:“… a drink product that is non-alcoholic, ready to drink and includes in its formulation non-traditional ingredients.” This includes herbs, vitamins, minerals, amino acids or additional raw fruit or vegetable ingredients, so as to provide specific health benefits that go beyond general nutrition.

“Kitchen Sink” Formulation

These ingredients are working against each other

International Society of Sports Nutrition 2013 Statement:

“Products that contain numerous ingredients merit further study to demonstrate their safety and potential effects on mental and physical performance.”

“Indiscriminate use of ingredients, especially if more than one serving per day is consumed, may lead to adverse events and harmful side effects.”

Nutraceuticals World, 2013

Optimal performance peaks when you are “in the zone”.

The “zone” represents an ideal combination of emotional, cognitive, and physical attributes that facilitates peak performance and success within a defined and brief period of time.

The Zone

Energy Drinks Take You Out Of The Zone

The classic energy ingredients include:CaffeineTaurineGlucuronolactoneB Vitamins

Brands add other ingredients with unclear functional relevance (milk thistle).

These ingredients affect the body “above the neck” and “below the neck”.

This combination rapidly takes you “out of the zone”.

Out Of The Zone

What it looks like to be out of the zone.

Need a nonstimulant achieve the zone

Cognizin® Citicoline Cytidine triphosphate + phosphocholine

CDP choline

Phosphatidylcholine

Ach phospholipids

Additional impact on DA/NE

Cognizin®

CholineCholine

CytidineCytidine

CDP -CholineCDP -

Choline

Cognizin®

In Your Body

Acetyl-cholineAcetyl-choline

Phos-pholipids

Phos-pholipids

Improved Concentration

& Focus

Improved Concentration

& Focus

BenefitsTo Your Brain

CDP–choline passes through the blood-brain barrier increasing the natural acetylcholine and phospholipid levels in the brain leading to improved concentration and focus.

Improved Concentration &

Focus

Citicoline

Cognizin® Citicoline Cognizin® supplementation and metabolite markers (Babb et al.; Silveri et al,)

Most recent study - 60 healthy individuals randomized to placebo, daily dose of 250mg or 500mg of Cognizin ® Citicoline for 28 days.

Both treatment groups made fewer errors on the CPT II, a standard clinical measure of attention.

Citicoline

Citicoline Creates The Zone

• Cognizin citicoline– More than 500 articles published demonstrating improvement in performance.

Before

After

EEG theta activity

EEG alpha activity

EEG coherence

Improved attention

Improved attention

Better organization

Nawgan Creates The Zone

In The Zone With Nawgan

Perfect Focus Perfect Execution

Awareness Building Through Influencers

Media

Word of Mouth

Field Marketing

Sampling

Social Media

Brand Awareness

Consumer Acceptance

Word of Mouth Engine

Campaign Out of Home

Campaign Out of Home

Consumer milestones

Health and wellness

At workFacebookGo DaddyMicrosoftTesla

SportsRamsCardinalsRedsoxWhitesox

Creating a more functional world