Challenger brand vybey has unveiled its new, ambitious alternative to coffee, Braincare Smart Focus -a pioneering, medicinal-mushroom based brew powered by beneficial nootropics and adaptogens.
Gordon Belch, vybey co-founder, said he was determined to create a coffee alternative for time-poor individuals that offered improved focus and clarity of thought throughout the day, after he had become increasingly concerned about his growing dependence on coffee, an addictive morning brew which offered no nutritional worth and with an unwelcome reputation for fuelling jitters and energy crashes.
The scope to create a drink that prioritised brain health optimisation whilst super-charging one’s overall wellbeing made perfect sense, a sustained energy offering that leaned on a number of trusted ancient ingredients with proven cognitive upsides: Lion’s Mane mushroom (improved concentration and brain health), Maca Root (increased energy and endurance), chaga mushroom (powerful anti-oxidant) turmeric (reduced inflammation).
“Breakfast is an untapped eating occasion offering so much scope for genuinely holistic brands to prosper,” Belch noted.
“From Day 1 vybey’s snowballing status as a category disruptor meant it was well placed to extend its reach beyond basic nutrition to also encompass brain health. Our entire range is meticulously formulated with an array of premium quality, sustainably sourced plant-based proteins and brain health ingredients, including adaptogens, nootropics and prebiotics.”
The new product, available in Cacao and Matcha flavours, follows the Glasgow-based business securing Wholefoods listing in May for its nutritionally complete plant-based powders and complete meals in a bottle.
As the all-encompassing potential of quality protein powders extends far beyond the pro-active gym community to encompass anyone seeking a healthy, active lifestyle, this growing acceptance has seen the appetite for protein products accelerate, encompassing everything from frozen puds and snack bars to breakfast yogurts.
A recent US trends report states that 60 per cent of global consumers are choosing food and beverages with clear preventative health benefits, recognising the inextricable ties regarding what they consume and their wider wellbeing.
Established by Scottish co-founders Gordon Belch and Rory Paterson (plus the recent arrival of EU co-founder, Hylke Reitsma), vybey is an ambitious challenger brand with a strong B2C track record in Australia, that arrived in UK and Europe in March last year.
The business has enjoyed a 670 per cent increase in online sales over last 12 months and is forecast to hit an annual $4 million run rate over the coming 12 months.