Chris Miller's struggles served as the motivation behind building his growing functional canned beverage business.
For most of his life, Miller told Food Dive he struggled with attention deficit hyperactivity disorder. After college, he was prescribed Adderall to help him focus, but he said he experienced trouble sleeping.He didn't want to eat,and even saw his cortisol levels shoot up as a result of the medication.
"It's pretty dangerous stuff, especially taken in high quantities over long periods of time," Miller said."...As my health started to deteriorate, I sort of hit rock bottom in terms of the way that I felt I was sick and tired of being sick and tired. And so I started working on my own to develop a formula from Earth-grown nutrients and herbs and various things that would basically mimic the effect that I was feeling or getting on Adderall."
Miller set out to find an alternative to help himself and others. He started doing research and got a basic framework together for a supplement that he wanted to launch using nootropics, which are supplements that can improve cognitive abilities. Then he worked with doctors, chemists and nutritionists to refine his formula since he didn't have that background himself. In 2014, his company, called Koios, launched a supplement. A year later, Koios put out its first beverage.
Chris Miller
Looking back, he said that beverage was a "terrible first attempt" because it didn't taste good and the packaging didn't fit with the brand.In 2017, the company decided to reformulate the beverage, which he said was the right step for the company's growth.
"We decided to very painfully take a huge step back and rebrand, reformulate and basically start from scratch," Miller said. "We wanted to push the boundaries of 'How do you make one of the most functional, organic, natural beverages that can drive human performance, but also make it taste amazing.' "
The company spent a year developing flavor profiles and delivering a better tasting product including flavors such as apricot vanilla and pear guava, while keeping more than 2,000 milligrams of active ingredients.
Prioritizing the taste and benefits of the drink helped the company find more success in the last year.Koios beverages are now sold in more than 4,300 stores nationwide, including Walmart and GNC, as well as online through Amazon. In addition to its Koios drink, this year the company addeda new functional beverage to its portfolio. Fit Soda has electrolytes, no sugar and is infused with branched-chain amino acids.
Miller expects the products' reach to grow along with brand awareness.He estimated Koios will be in 10,000 to 15,000 stores next year, making $8 million to $10 million in revenue.Since it reformulated, the company has grown substantially, jumping from $43 in product revenue at the end of fiscal year 2018 to $242,440 in 2019, according to its financial statements.
Miller predicts substantial growth for the brand because he says Koios is at the forefront of a new trend in food and beverage: brain health.
"I always tell investors it's sort of like being a part of kombucha before it was kombucha. Everybody kind of understands gut health now,"Miller said. "To me, the brain is the next frontier and it's the next driver in terms of growth in nutrition."
Functional foods and beverages have become more popular in recent years. A report from Tastewise, an Israel-based food trends prediction and intelligence startup, found 37% of consumers are using food as a functional tool to reach their health goals. And a white paper from ingredients company Kerry reported that 65% of consumers seek functional benefits from their food and drink.
"I always tell investors, it's sort of like being a part of kombucha before it was kombucha. Everybody kind of understands gut health now. To me, the brain is the next frontier and it's the next driver in terms of growth in nutrition."
Although many people are just learning about nootropics now,the market size is estimated to be worth $4.94 billion by 2025, according to Grandview Research. Koios contains a variety of nutrients and minerals including MCT oil, electrolytes, lions mane mushrooms and amino acids like L-tyrosine and L-theanine. These ingredients combined classify the beverage as a nootropic drink.
Nootropics have gained popularity in the supplement industry in recent years, withdozens of over-the-counter products claiming to help with various high-level brain functions, like memory and decision-making. There aren't as many food products with these ingredients now,and many researchers and companies are still determining their effectiveness.
Guillaume Fond, a psychiatrist with Frances Aix-Marseille University Medical School who has studiedcognitive enhancement told Time Magazineearlier this year that some of these ingredients do provide attention benefits, but data is "still lacking to definitely confirm their efficacy." Beverage brand LGNDand nootropics companyNeurohacker Collective both make energy drinks with the ingredient.
To show consumers the impact of the products,Koiospartnered with one of the top neurofeedbackcompanies in Colorado, which does cognitive training for the Denver Broncos and the Colorado Rockies. The firm started doing brain scans on people before and after Koiosconsumption and saw enhanced brain function after,according to a report. The company showcases the brain scanson its website.
The companys functional and unique ingredients make it stand out, Miller said. But they are just getting started with innovation.
Koios is working on developing a nootropic coffee drink and already developed an intial CBD-enhanced beverage line under its Fit Soda brand.
Miller said there is still a lot of gray area with CBD, so the company is holding off untilfederal regulations about CBD in food and drink are established and one of the big box retailers that they work with wants to put it on shelves. When that happens, Koios will be ready.
Koios
In August, Koios addedTravis Tharp,president and chief operating officer of Keef Brands one of the first companies to put cannabis in soda to its advisory board.Keef Brands will supplycrystallized, water-soluble CBD for Koios beverage products.
"It'll be much easier for us to scale our CBD product than most of our competitors," Miller said. "We already have the relationships once it's greenlit, we'll have a huge head start."
Follow this link:
Why Koios says nootropics are the 'next frontier' of functional beverages - Food Dive
- Curious About Brain Optimization? Thesis Nootropics May Be Your In - The Edge - April 20th, 2024 [April 20th, 2024]
- Do nootropics and prebiotics actually do anything? Here's what the experts say - New York Post - April 20th, 2024 [April 20th, 2024]
- This coffee is amazing rave fans of London Nootropics Zen blend now 15% off... - The Sun - April 20th, 2024 [April 20th, 2024]
- What science reveals about adaptogens, probiotics, nootropics and CBD in rising functional drink trends - The Northlines - April 20th, 2024 [April 20th, 2024]
- A Forty-Something's Guide to the Best Brain Boosting Nootropics - Psychedelic Spotlight - October 29th, 2023 [October 29th, 2023]
- Unlocking brain health: The nootropic revolution - Smartbrief - October 29th, 2023 [October 29th, 2023]
- Customer Review: How I Dropped Two Pants Sizes With Inno Supps ... - Muscle & Fitness - October 29th, 2023 [October 29th, 2023]
- One research firm thinks Mississippi is a lot smarter than everyone ... - Darkhorse Press - October 29th, 2023 [October 29th, 2023]
- Assistance from AI: Virginian students struggle the most in the U.S. ... - Augusta Free Press - October 29th, 2023 [October 29th, 2023]
- Building better cognitive health supplements with smart formulations - Natural Products Insider - May 18th, 2023 [May 18th, 2023]
- Podiatry Treatment Market: Forthcoming Developments and ... - Cottonwood Holladay Journal - May 18th, 2023 [May 18th, 2023]
- That movie where Russell Crowe plays an exorcist might have ... - PC Gamer - May 18th, 2023 [May 18th, 2023]
- We tried the new soft drink called 'g-spot' by Gillian Anderson - Metro.co.uk - May 18th, 2023 [May 18th, 2023]
- Brain Health Supplements Market New Pathways for Research and Innovation are Being Opened by Trends ,Growth 20 - openPR - May 18th, 2023 [May 18th, 2023]
- Aussie nootropics start-up, Yootropics, eyes opportunities in healthy ... - NutraIngredients-Asia - May 2nd, 2023 [May 2nd, 2023]
- Nootropics Market Opportunities, Share, Growth and Competitive Analysis and Forecast 2029 - openPR - May 2nd, 2023 [May 2nd, 2023]
- SmartProtein Rebrands As Nutriv With Expanded Vision On ... - Digital Journal - May 2nd, 2023 [May 2nd, 2023]
- The Industry-Loved Supplement That Can Boost Brain Power - SheerLuxe - May 2nd, 2023 [May 2nd, 2023]
- Filler Bite Reaches 100% Funding Goal in Less Than 2 Days on ... - Digital Journal - May 2nd, 2023 [May 2nd, 2023]
- Social Shrooms Have Inspired The Next Wave Of Sober Curiosity - mindbodygreen - May 2nd, 2023 [May 2nd, 2023]
- The 12 Best Nootropics 2022: Top Smart Drugs and Brain Supplements - February 5th, 2023 [February 5th, 2023]
- The 10 Best Nootropic Supplements to Boost Brain Power - Healthline - February 5th, 2023 [February 5th, 2023]
- 8 Natural Nootropics To Improve Intelligence, Memory, And... - Biostrap - December 28th, 2022 [December 28th, 2022]
- London Nootropics adaptogenic coffee has all the perks without the crash - The Independent - October 19th, 2022 [October 19th, 2022]
- Keeping Your Brain In Shape Is Equally Important And Here's How To Do It - Seen in the City - October 19th, 2022 [October 19th, 2022]
- The keto diet and mental health: how closely should the food industry watch this trend? - FoodNavigator.com - October 19th, 2022 [October 19th, 2022]
- Nootropics revolution - patentability in the UK and EU - Lexology - October 13th, 2022 [October 13th, 2022]
- 'Sober' drinks are popular: Why? Are they a good alcohol alternative? - USA TODAY - October 13th, 2022 [October 13th, 2022]
- Almost Half Of US Adults Face Stress - This Company Believes Its Wearable Tech Is The Answer - Benzinga - October 13th, 2022 [October 13th, 2022]
- Focus On Functional Foods: 22 October | Feature Synopsis - The Grocer - September 22nd, 2022 [September 22nd, 2022]
- Nootropics That Actually Might Work, Say Experts Eat This Not That - Eat This, Not That - September 11th, 2022 [September 11th, 2022]
- The Nootropic Supplement This Former Gymnast Swears By For All-Day Energy - mindbodygreen - August 15th, 2022 [August 15th, 2022]
- Best Weight Loss Pills That Actually Work - Outlook India - August 2nd, 2022 [August 2nd, 2022]
- NooCube Reviews: Does It Work? - The Daily World - July 29th, 2022 [July 29th, 2022]
- Global Nootropics Market Report 2022: Market is Expected to Grow to $6.61 Billion in 2026 at a CAGR of 13 - Benzinga - July 29th, 2022 [July 29th, 2022]
- This Week's New Beverages: Black Adam-Themed Energy Drinks, Non-Alcoholic Aperitivos and Psychedelic Microdoses - BevNET.com - July 29th, 2022 [July 29th, 2022]
- The Terminal List season 1, episode 5 recap "Disruption" - Ready Steady Cut - July 4th, 2022 [July 4th, 2022]
- Improve Your Performance and Neurogenesis With These Five Easy Tips - Sporteluxe - July 4th, 2022 [July 4th, 2022]
- Supporting Brain Health with Foods, Beverages, and Supplements - WholeFoods Magazine - July 4th, 2022 [July 4th, 2022]
- Kin Euphorics Expands With a Mood-Boosting Ros, and Other News - Surface Magazine - May 21st, 2022 [May 21st, 2022]
- Alkalife pH Booster Drops Rated #1 for the Second Year in a Row - Digital Journal - May 11th, 2022 [May 11th, 2022]
- Reality goes beyond fiction. This cryptocurrency can change the future of businesses - Yahoo Finance UK - May 11th, 2022 [May 11th, 2022]
- Nootropics Market by Manufacturers, Types, Regions and Application Research Report Forecast to 2028 Queen Anne and Mangolia News - Queen Anne and... - May 7th, 2022 [May 7th, 2022]
- More than human: What is biohacking? - Daily Maverick - May 7th, 2022 [May 7th, 2022]
- Healthy Extracts First Major Brand Influencer Launches New Line of Natural Health and Fitness Formulations on WhitneyJohns.com - Yahoo Finance - May 7th, 2022 [May 7th, 2022]
- Best Brain Supplements, Nootropics and Memory Pills - NDTV - April 9th, 2022 [April 9th, 2022]
- These New Drinks Are Taking Over Your Grocery Store's Alcohol Aisle Eat This Not That - Eat This, Not That - April 9th, 2022 [April 9th, 2022]
- Best Nootropics - Buy the Top Brain Booster Nootropic Supplements - Okanogan Valley Gazette Tribune - March 13th, 2022 [March 13th, 2022]
- 4 Best Nootropics in 2022: Top 4 Brain Supplements and Smart Drugs - The Hindu - March 8th, 2022 [March 8th, 2022]
- HOP WTR Leans Into the Positive Power of "No" With "Up To No Good" Campaign - BevNET.com - March 8th, 2022 [March 8th, 2022]
- In the Aisle: Non-alcoholic beverages go beyond zero proof - New Hope Network - March 8th, 2022 [March 8th, 2022]
- Smart Pill Technologies Market 2022 Size, Share, Growth, Trends, COVID-19 Impact Analysis, and Forecasts to 2028 - Digital Journal - February 21st, 2022 [February 21st, 2022]
- Read This Before You Buy Nootropics. What are the Best Nootropics? Thesis Customized Nootropics Review: The Most Effective Brain Supplements. -... - February 11th, 2022 [February 11th, 2022]
- Here's Why the Jonas Brothers Invested in a Vegan Snack Company - VegOut Magazine - February 11th, 2022 [February 11th, 2022]
- Global Connected Healthcare Market Growing Demand, Future Trends, Competitive Regions and Forecast 2021 to 2027 The Grundy Register - The Grundy... - February 9th, 2022 [February 9th, 2022]
- Sometimes you feel like a nut: almonds in the mood food movement - FoodNavigator-USA.com - February 9th, 2022 [February 9th, 2022]
- Global Nootropics Market Is Set To Reach $5959 Million By 2024 | Exclusive Report by Esticast Research The Grundy Register - The Grundy Register - February 7th, 2022 [February 7th, 2022]
- Hop Wtr Heads Into 2022 With Zest: Introducing Lime - Brewbound.com - February 7th, 2022 [February 7th, 2022]
- Brain health: how to age-proof your brain and stay sharp - Get The Gloss - February 7th, 2022 [February 7th, 2022]
- Best Nootropics (2022) Review Top-Rated Nootropic Supplements - Kirkland Reporter - January 30th, 2022 [January 30th, 2022]
- You Wont Believe What Bella Hadid Just Revealed About Her DrinkingWere So Surprised! - SheFinds - January 30th, 2022 [January 30th, 2022]
- Beverages With Benefits: Do They Really Work? OR Are Beauty Drinks Too Good to Be True? - The New York Times - January 21st, 2022 [January 21st, 2022]
- 3 Key Supplement and Wellness Trends to Watch in 2022 - Green Entrepreneur - January 21st, 2022 [January 21st, 2022]
- Global Smart Drugs Market 2021 Valuable Growth Prospects and Upcoming Trends till 2027 Discovery Sports Media - Discovery Sports Media - January 21st, 2022 [January 21st, 2022]
- How To Clear Your Frazzled Brain and Regain Your Focus - Intelligent Living - January 21st, 2022 [January 21st, 2022]
- LifeVantage to Announce Second Quarter Fiscal Year 2022 Results on February 1, 2022 - Stockhouse - January 21st, 2022 [January 21st, 2022]
- The Different Types Of Supplements And Their Main Benefits - Toys Matrix - January 17th, 2022 [January 17th, 2022]
- This Energy Drink Uses Nootropics To Give Your Brain The Boost It Needs - TMZ - January 9th, 2022 [January 9th, 2022]
- Keep yourself healthy this winter with up to 30% off supplements from Amazon - SFGate - January 9th, 2022 [January 9th, 2022]
- Methylene Blue Nootropics Expert - December 7th, 2021 [December 7th, 2021]
- Can Mushrooms Help in Managing Alzheimer's Disease? Here's What we Know - India.com - December 7th, 2021 [December 7th, 2021]
- These 3 Trends Will Impact the Future of Snacking - NACS Online - December 7th, 2021 [December 7th, 2021]
- Drinking To The Future: Heres How Bella Hadid And Jen Batchelor Are Leading The Age Of Sober Curiosity With Kin Euphorics - Forbes - December 7th, 2021 [December 7th, 2021]
- Nootropics Expert | The Authority on Nootropic Supplements - December 3rd, 2021 [December 3rd, 2021]
- IFF Health Advances in Brain Health Innovation with New Research that Demonstrates Benefits on Cognitive Performance - PR Web - December 3rd, 2021 [December 3rd, 2021]
- Mondelez executive expects three issues to impact snacks category - Food Business News - December 3rd, 2021 [December 3rd, 2021]
- The Complete Introduction To Nootropics, From Beginner To ... - November 28th, 2021 [November 28th, 2021]
- Buy Piracetam Powder | Nootropics Depot - November 28th, 2021 [November 28th, 2021]
- RTD beverages broaden appeal with functional ingredients - Natural Products INSIDER - November 19th, 2021 [November 19th, 2021]
- Buy Piracetam Capsules 800mg | Nootropics Depot - November 15th, 2021 [November 15th, 2021]