Imagine there being a low-calorie beverage that gave you 10 grams of collagen–which is above the daily recommended dosage–from a small bottle. On top of that, imagine if that drink came in an enjoyable sweet flavor and also contained fiber, Vitamin C & D, aloe vera and bamboo extract. Fortunately, there are two beverages on the market that meet that description, Watermelon Mint and Cherry Vanilla from Neuro.
Neuro founder Diana Jenkins spoke to A Global Lifestyle about the recent growth of the brand. More on Neuro can be found online at www.drinkneuro.com.
Where did the Neuro concept come from?
We started the company on a quest to create a better energy drink. Our first drink was Sonic. The idea was to provide a “spark” for the brain as well as the body. We accomplished this with very unique and functional ingredients, then validated the benefits in a double-blinded, placebo-controlled clinical trial. This led to developing drinks for other health benefits with the “brain” driving the benefit. For example, with Bliss, the drink changes the oscillatory rhythm in the brain, favoring a state of “relaxed attentiveness.” The changes in the brain produce the desired outcome–a “blissful” state. This concept has worked across every product and “Neuro” is our brand identity.
When in the Neuro creation process, did you come up with the idea of crafting it with collagen?
We set out to make a vegetarian protein drink, but the vegetable proteins tasted funny and didn’t work in our product format. We then discovered this unique source of marine collagen that was super-clean and tasted amazing. When we got the results back from our first round of prototypes we knew we had a winner on our hands. And with the amount of collagen we’re using per bottle–10 grams–we also knew this was the single largest dosage of collagen available in the U.S. market in drink format, providing our customers a clinically-relevant daily dose of collagen in one bottle of Neuro Protein.
Is there an ideal time of day to drink Neuro?
Late evening. It’s effective when consumed at any point during the day, but consuming in the late evening supplies the body with a hefty dose of collagen, silica, biotin and antioxidants to help repair the body during rest, while bolstering the supply of collagen in skin, hair, nails and joints.
Do you have a favorite of the Neuro flavors?
Lychee-flavored Bliss has been my favorite from the start.
What is coming up for the brand in the coming months? I’ve read that you recently joined up with Amazon.
Neuro is launching and rolling out its “groundbreaking” Protein drink in the enhanced water segment across the country, February through June. We launched Protein this month on our e-commerce platform with Amazon and on our very own Neuro e-store. The national retailer rollout begins now in the grocery, mass, and convenience channels with retailers such as Kroger, Safeway/Albertsons, Walmart, and QT, as well as many regional retailers.
We are also expanding the Neuro line into two new channels of distribution. Starting in March, consumers will find our refreshing energy drink Sonic, stress relief Bliss, and Sleep for sweet dreams in gateway airports such as JFK, Newark, LaGuardia, Philadelphia, Reagan National, Orlando, Houston, Chicago O’Hare, and Minneapolis. Then throughout the spring, these same products will roll out onto shelves in travel stops across the country, serving families and the transportation industry at travel centers such as Love’s, Pilot, and TA.
When not busy with work, how do you like to spend your free time?
Neuro is an extension of my healthy lifestyle in Malibu, which includes hiking, swimming, yoga, Pilates and spending time with family and friends.
Finally, Diana, any last words for the kids?
Ten years ago I started Neuro to make drinks that could benefit the body and mind. It’s been quite a journey and throughout I’ve never lost sight of two guiding principles. One–every Neuro drink must produce a measurable health benefit, and two–every drink must taste great. Today we’re sold in more than 40,000 locations across the nation. I hope you enjoy the many different flavors of Neuro and experience the wonderful health benefits they deliver.
