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By Kantha Shelke, Ph.D. | 04/05/2008
Rehab Recovery Supplement, launched by Rehab Beverage LLC, Englewood, N.J., a subsidiary of recent Coca Cola acquisition Fuze Beverages LLC, offers CoQ10 along with 300 percent of daily vitamin B6 in a berry-flavored formula to help consumers refresh and revive. Recovery and rehabilitation are key essentials for consumers seeking to revive while shedding the effects of stress. Blue California, Rancho Santa Margarita, Calif., markets a micro-encapsulated, water-soluble form of CoQ10 proven to be five times more bioavailable than standard CoQ10. DSM Nutritional Products, Parsippany, N.J., uses Actilease beadlet technology for its All-Q, a branded CoQ10 with improved stability and bioavailability. As a medical student, Vinicio Montes created Nerd Energy drink … and now San Antonio, Texas-based Nerd LLC. The beverage has focus- and memory-enhancing ingredients such as dimethylaminoethanol (DMAE), vinpocetine and huperizine along with taurine, caffeine, glucuronolactone, B vitamins and guarana for a boost in energy. DMAE, a naturally occurring amino alcohol, is a precursor to choline and acetylcholine – chemicals responsible for nerve transmissions and cognitive function. DMAE is known to increase the body’s production of acetylcholine, a deficiency of which is associated with memory loss. Vinpocetine (ethyl-apovincaminate), a derivative of vincamine and an extract of the periwinkle plant, is believed to help increase cerebral blood flow and improve memory. Its markedly bitter taste is masked with citrus flavors. Huperzine A, an alkaloid found in fir moss (Huperzia serrata), slows the breakdown of neurotransmitter acetylcholine to aid memory and focus retention. Huperzine is being investigated as a possible treatment for neurodegenerative diseases, particularly Alzheimer’s.
Ingredient purity is critical when formulating nutritional products for the brain, since some of these ingredients are formulated to increase blood flow to the brain. Product developers must ensure that not only cognitive function ingredients but all other components alongside are pharmaceutically pure lest the brain get exposed to unfriendly or antagonistic impurities.
Beverages make up the largest part of the brain-function category of products, with “boutique” beverages targeting tech-oriented twenty-somethings at the forefront.
Health-driven boutique beverage formulators such as Scott Ohlgren believe non-caffeinated cognitive-enhancing beverages are a better path. Ohlgren’s Brain Toniq incorporates a number of botanicals, including rhodiola and eleuthero root extracts, to help improve mental clarity under extreme stress and fatigue. Brain Toniq also uses wild-grown blue-green algal extract for antidepression and boosting cognition, alpha-glyceryl phosphoryl choline (A-GPC), the primary building block for acetylcholine, and DMAE. A-glyceryl phosphoryl choline, available in Europe as a pharmaceutical prescription until recently, is only now available here in the U.S. Research shows omega-3 oils may help lower risk of dementia and AD. Docosahexaenoic acid (DHA), an omega-3 essential fatty acid, prevents neuron-suffocating plaque, found in high levels in AD patients, according to Greg Cole, professor of medicine and neurology at the UCLA David Geffen School of Medicine and associate director of the UCLA Alzheimer Disease Research Center. Studies on canola oil, flaxseed oil and walnut oil have demonstrated these oils can reduce risk of dementia by 60 percent in comparison to people who do not regularly consume such oils, especially if they do not carry the APoE4, a gene associated with AD and carried by the majority of humans. Beverages are an ideal vehicle for delivering omega-3s. Greater than 60 percent consumer awareness of the mental benefits of DHA has prompted Canadian dairy companies to offer omega-3-enhanced dairy beverages. Ottawa-based Neilson Dairy feeds its cows with added fishmeal to create milk with intrinsic omega-3 DHA. Neilson Dairy Oh! beverages deliver 20mg of DHA omega-3 per 250ml serving (the 1 and 2 percent versions contain half as much). Ottawa-based Dairy Fresh Farms removes and replaces saturated fats in milk with polyunsaturated and monounsaturated fats derived from canola oil, a rich source of short-chain omega-3 alphalinolenic acid (ALA), converted by the body into DHA and EPA. Dairy Fresh milk yields 400mg of ALA per one-cup serving.
Omega-3s, known primarily to help stave off problems such as cancer and cardiovascular disease, have been shown in recent studies to help enhance cognitive function too.
“Despite some 8,000 human clinical trials with omega-3s, the FDA currently allows only qualified health claims for heart health benefits,” bemoans Joyce Baird, head of sales for Chicago-based Nu-Mega Corp. But companies realize the appeal of omega-3 in a range of products. Nu-Mega’s omega-3 is showing up in such mainstream products as Heinz Omega-3 Spaghetti. Product developers appreciate Nu-Mega’s HiDHA tuna oil for its refined and deodorized omega-3, usable in a range of food and beverage applications without affecting the taste, texture and most importantly, the aroma of the finished product. Citicoline (cytidine diphosphate choline), naturally present in every cell of the body, has been demonstrated to be effective in AD, PD and stroke recuperation. Kyowa Hakko USA, New York, markets Cognizin, a branded citicoline shown to have multiple benefits for the brain, including improved performance and memory. “The popularity of instant energy or alertness associated with caffeine is beginning to grow the demand for compounds such as Cognizin that do not have the negative side effects of caffeine: racing heart rate, jitters, upset stomach and insomnia,” says Karen Todd, marketing director. Cognizin Citicoline is a highly stable, nonreactive compound. It is not sensitive to light, heat-stable and can be used in a variety of products across a broad pH range without affecting taste.
Phospholipids are natural constituents of the brain and play an important role in mental performance. Phosphatidylserine (PS) is particularly noted for improving cognitive function and comes with two significant health claims allowed by the FDA: “Phosphatidylserine may reduce the risk of cognitive dysfunction in the elderly” and “Phosphatidylserine may reduce the risk of dementia in the elderly.” No specific intake quantities are specified. “There is currently no RDI for PS,” says David Rutenberg, CEO of Haifa, Israel-based Lipogen Ltd. Lipogen makes a microencapsulated form of PS. According to Rutenberg, PS dosages as low as 75mg per day could offer health benefits. Enzymotec Ltd., Migdal HaEmeq, Israel, combines phosphatidylserine (PS) with DHA for its Sharp-PS Gold – an ingredient for application in brain foods. Country Life Vitamins, Hauppauge, N.Y., uses Sharp-PS conjugate in its Sharp Thought, a cognitive supplement marketed to the natural foods industry as an ingredient to improve memory, learning and concentration. Sharp-PS is extracted from soy. “The PS-DHA conjugate will play an increasing role in brain foods with emerging knowledge from clinical trials that DHA and EPA are more effective and bioavailable when bound to phospholipids,” says Elzaphan Hotam, vice president of business development for Enzymotec. "Ayurvedic herbs have been used in India to enhance memory for more than 3,000 years,” says Debasis Bagchi, senior vice president of research for InterHealth Nutraceuticals Inc., Benicia, Calif. “One such herb is Bacopa monniera, containing bacosides A and B, compounds demonstrated to enhance memory by augmenting kinase, the protein involved in the regeneration of neurons. Synaptic activity is restored, leading to enhanced brain and memory function.” InterHealth's Bacopa Extract is an all-natural, standardized plant extract and can be added to products to help promote brain function, mental clarity, memory and concentration and to reduce stress-related anxiety. Foods or beverages that improve memory have been an alluring goal for many product developers. Recent advances in understanding the brain chemicals that store memory led to the development of a number of cognitive enhancers. While it’s still too early to tell how effectively or permanently nutraceuticals reverse age-related cognitive decline, it’s clear many food and phytonutrients are proving valuable in delaying and even preventing such problems. Consumers are responding readily and favorably to tasty and convenient products marketed as good for their brains as well as their bodies.
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