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Neuro Gum and one of its investors, DJ and record producer Steve Aoki, announced a limited-edition flavor to its product line of mints and gums that they say can increase energy levels, focus, memory and relaxation.
Aoki, who throws cakes into the audience during his concerts, worked with the company to create the new flavor, strawberry cake, according to the press release.
The flavor’s frosted confection moniker and Neuro’s claim that its products promote a desired state of mind align with Aoki’s signature concert stunt and his philanthropic foundation.
The Aoki Foundation’s mission is to support “organizations in the brain science and research areas with a specific focus on regenerative medicine and brain preservation.” And its stated vision “is to one day see a world where degenerative brain diseases do not exist and science and technology play a direct role in extending the healthy lives of ourselves and our loved ones.”
In previous years, the foundation has supported organizations that research Alzheimer’s disease, autism, brain imaging, brain infections and other conditions related to brain function, wellness and age reversal.
“…Collaborating on the strawberry cake-flavored mint seemed like a natural way to honor how much the brand has benefited my energy levels, focus, and performance…” Aoki said via a press release.
A portion of the proceeds from sales of the strawberry cake mint will go to his foundation. The announcement did not indicate what portion of revenue the foundation would receive. However, the Neuro website states the company gives back “1% of everything – whether it’s time for the community, profits for a cause or product to non-profits.”
What Neuro Says About The Strawberry Cake Mint
Neuro’s promise for the effect of the strawberry cake-flavored mint is the same as other items in its stimulant line. The company says its caffeinated mints and gums produce “healthy energy, cognition, and mental clarity.”
Neuro includes asterisks next to its list of ingredients to indicate that none of the statements have been evaluated or proven by the U.S. Food and Drug Administration. After Neuro’s products launched in 2015, TIME magazine evaluated the company’s claims and concluded that any energy enhancement would be modest.
Although Neuro does not provide any assessment of the new mint’s effectiveness, it does state that its ingredients are similar to a product it tested previously, which has twice the amount of caffeine.
The strawberry cake mint contains 20 milligrams of caffeine, 0.7 milligrams of B6, 2.4 micrograms of B12 and L-theanine. The company’s Energy & Focus mint has 40 milligrams of caffeine and B vitamins.
Wasifa Jamal, who holds a doctorate in electrical and electronic engineering and an undergraduate degree in electronic engineering, led Neuro’s pilot study to determine how the Energy & Focus Mint affected people performing cognitive tasks, a spokesperson for Neuro said.
BrainCo, a company that works on developing technologies that enable communication between the brain and digital devices, conducted the experiment, the spokesperson said.
The pilot included 20 people who took three cognitive tests. Researchers divided the 20 test subjects into three groups: one that ate Neuro’s caffeinated mint, a control group that did not have a mint and a placebo group that ingested a regular mint. Neuro’s site does not provide details on how many people were in each of the three groups.
The group that took Neuro’s Energy & Focus mint reportedly outperformed the other groups by 13% to 20% on the tests measuring focus and attention state, according to Neuro’s website.
What’s In The Strawberry Cake Mint
The caffeine amount in the new strawberry cake-flavored mint, according to Neuro, offers a “gentle boost.” An eight-ounce cup of coffee contains about 95 mg of caffeine, but its absorption as a liquid would be slower.
Research available via the National Library of Medicine indicates that the absorption of caffeine via chewing gum into the lining of the lips and cheeks happens faster than caffeine absorption in the gut.
According to the Cleveland Clinic, L-theanine is an amino acid that can improve mental clarity, improve sleep quality and relieve anxiety. It’s commonly found in loose-leaf tea and green tea. Neuro’s site states that the company includes the amino acid to counteract “jitters” that might result from the strawberry mint’s caffeine.
Vitamin B6, which is also in the strawberry cake mint, is essential to maintain health, and small amounts of it are necessary for metabolism, according to the National Institutes of Health. Depending on age, people need between 0.1 milligrams and 2 milligrams of B6 each day.
According to Neuro, the company includes B6 as an ingredient in the strawberry mint for cognitive function. The National Institutes of Health provides this information on its fact sheet. “Some research indicates that elderly people who have higher blood levels of vitamin B6 have better memory. However, taking vitamin B6 supplements (alone or combined with vitamin B12 and/or folic acid) does not seem to improve cognitive function or mood in healthy people or in people with dementia.”
The federal organization also advises seeking a consultation with your physician before consuming additional B6 beyond what’s available in your regular diet.
Neuro said it included B12 in the strawberry cake mint for energy production. That vitamin is essential to prevent megaloblastic anemia. People with that condition will feel weak or tired. If doctors determine a person has a B12 deficiency, they might administer a prescription form of the vitamin.
According to the NIH, B12 deficiency is rare. Through their diet, most people receive the nominal amount of micrograms they need to remain healthy, the NIH stated.
Additionally, the human “body stores 1,000 to 2,000 times as much vitamin B12 as you’d typically eat in a day, so the symptoms of vitamin B12 deficiency can take several years to appear,” the institute advised.
If a person is B12 deficient, a vitamin supplement could help. The Cleveland Clinic states that “if your vitamin B12 level is normal, there isn’t much research that suggests taking vitamin B12 will boost your energy. But if you’re currently vitamin B12 deficient, chances are, you’re struggling with weakness and fatigue. Making a point to eat more vitamin B12-rich foods is a great way to boost your energy if your system is lacking.”
Regarding energy production, guidance from the National Institute of Health is similar to that of the Cleveland Clinic: “Manufacturers often promote vitamin B12 supplements for energy, athletic performance, and endurance. However, vitamin B12 doesn’t provide these benefits in people who get enough B12 from their diet.”
