Nutraceuticals World (NW): What is guayusa, where does it come from, and what benefits does it offer that may apply to the esports market?
Brian Zapp, Director of Marketing, Applied Food Sciences: Guayusa (Ilex guayusa), pronounced “gwhy-you-sah,” is a caffeinated leaf of the holly species that grows only in the upper Amazon basin of Ecuador and Peru. Traditionally, indigenous communities, such as the Amazonia Kichwa, brew guayusa leaves much like tea. However, guayusa is not related to green or black tea (Camellia sinensis) varieties. Instead, guayusa is a cousin plant to yerba mate, but with greater levels of naturally occurring antioxidants and caffeine. Guayusa also lacks bitter tannins and has a pleasant, more sweet flavor.
Our branded AmaTea®Max organic guayusa extract uses a patented process that enhances the naturally occurring antioxidants and caffeine from guayusa for a nootropic focused energy with no increase in jitters compared to other forms of caffeine. Therefore brands in the supplement, food, or premium energy category can benefit more from a premium energy ingredient that is unlike any other caffeine.
NW: How does guayusa work, what actives does it contain, and what research supports its benefits?
Zapp: Due to its unique antioxidant makeup, AmaTea®Max is uniquely different from other forms of caffeine as it stimulates a significantly lower increase in our “fight or flight” hormone, epinephrine, better known as adrenaline (Figure 1).1 In a recent clinical study, after one hour of gameplay, active gamers using AmaTea®Max showed no increase in jitters (Figure 2). Comparatively, gamers on synthetic caffeine noted a statistically significant rise in jittery sensations.2
Fortunately, the fewer jitters from AmaTea®Max does not translate to less energy as the caffeine in AmaTea®Max has an absorption rate and half-life rivaling any other caffeine source. In addition, active gamers using AmaTea®Max showed a reduction in mental fatigue and higher vigor ratings, translating to more energy, effort, and enthusiasm (Figures 3 and 4).
NW: How does guayusa compare to other ingredients commonly found in products sold to the esports community?
Zapp: As one of the global leaders in natural and organic caffeine sales, we have observed many brands trying to solve the jitter problems with caffeine. The most common solutions are brands adding additional functional ingredients to try and counter the side effects of caffeine. L-theanine, ginseng, and other adaptogens are commonly used to this effect. However, while these added ingredients may still provide additional benefits to an end formulation, the unique naturally occurring active compounds in AmaTea®Max present an all-encompassing functional component that is perfect for gaming products as a stand-alone hero ingredient.
NW: What applications or dosage forms make the most sense for guayusa and esports products?
Zapp: Because AmaTea®Max organic guayusa extract is standardized to caffeine and antioxidants, the usage rates are really up to the individual formulation and how much desired caffeine the brand wants to provide. Clinical trials utilizing AmaTea®Max had a specified use rate of 270 mg of active caffeine. This amount intentionally reflects market research that indicates gamers fit into a similar consumer category as other sports nutrition products—indicative of around two energy drinks or equivalent and spanning over a 4-hour gaming campaign. AmaTea®Max is appropriate for many applications: Energy Drinks / Shots, Functional Beverages, Nootropic Supplements, Sports Nutrition Powders, Bars, etc.
NW: Can brands apply guayusa to markets outside of esports? What health platforms would you recommend?
Zapp: Suppose we think about the top functional categories esports caters to: focus, concentration, stamina, improved reflexes, enhanced memory recall, etc. It is easy for modern consumers of any type to relate to these benefits, even outside of gaming. Hence there is ample opportunity for category crossover, which is key to any niche market. We like to think of AmaTea®Max as a modern energy ingredient for work, sports, and gaming.
Our customers also care about sourcing and guayusa has an incredible supply chain story. Over the last five years, we worked to build a sustainable supply chain of responsibly and ethically sourced guayusa through co-ops and foundations across Ecuador and Peru. We work with thousands of independent farming families, not industrial plantations, protecting both the ecosystem and the cultures surrounding this important herbal ingredient. Our farms are not mono-crop systems. Instead, guayusa is grown in ancient forest gardens known as “chakras” among trees and other vegetation utilizing patterns observed in nature. Chakras apply similar growing techniques to agroforestry and permaculture. Farming in this method reduces the need to degrade or cut down the forest and creates a more diverse, productive, and ecologically sound land-use system.3
References
1. Krieger DR, Kalman DS, Feldman S, et al. The Safety, Pharmacokinetics, and Nervous System Effects of Two Natural Sources of Caffeine in Healthy Adult Males. Clin Transl Sci. 2016;9(5):246-251. doi:10.1111/cts.12403
2. Bloomer, Richard, et al. 2021 University of Memphis College of Health Sciences. Impact of AMATEA™️ on Physiological Measures and Gaming Performance in Active Gamers: A Placebo Controlled, Double-blind, Randomized Study.
3. Erhardt/Bünner, 2012. D+C Development and Cooperation, Agroforestry makes sense for marginalized people in the Philippines Uplands.
Brian Zapp, Director of Marketing, Applied Food Sciences: Guayusa (Ilex guayusa), pronounced “gwhy-you-sah,” is a caffeinated leaf of the holly species that grows only in the upper Amazon basin of Ecuador and Peru. Traditionally, indigenous communities, such as the Amazonia Kichwa, brew guayusa leaves much like tea. However, guayusa is not related to green or black tea (Camellia sinensis) varieties. Instead, guayusa is a cousin plant to yerba mate, but with greater levels of naturally occurring antioxidants and caffeine. Guayusa also lacks bitter tannins and has a pleasant, more sweet flavor.
Our branded AmaTea®Max organic guayusa extract uses a patented process that enhances the naturally occurring antioxidants and caffeine from guayusa for a nootropic focused energy with no increase in jitters compared to other forms of caffeine. Therefore brands in the supplement, food, or premium energy category can benefit more from a premium energy ingredient that is unlike any other caffeine.
NW: How does guayusa work, what actives does it contain, and what research supports its benefits?
Zapp: Due to its unique antioxidant makeup, AmaTea®Max is uniquely different from other forms of caffeine as it stimulates a significantly lower increase in our “fight or flight” hormone, epinephrine, better known as adrenaline (Figure 1).1 In a recent clinical study, after one hour of gameplay, active gamers using AmaTea®Max showed no increase in jitters (Figure 2). Comparatively, gamers on synthetic caffeine noted a statistically significant rise in jittery sensations.2
Fortunately, the fewer jitters from AmaTea®Max does not translate to less energy as the caffeine in AmaTea®Max has an absorption rate and half-life rivaling any other caffeine source. In addition, active gamers using AmaTea®Max showed a reduction in mental fatigue and higher vigor ratings, translating to more energy, effort, and enthusiasm (Figures 3 and 4).
NW: How does guayusa compare to other ingredients commonly found in products sold to the esports community?
Zapp: As one of the global leaders in natural and organic caffeine sales, we have observed many brands trying to solve the jitter problems with caffeine. The most common solutions are brands adding additional functional ingredients to try and counter the side effects of caffeine. L-theanine, ginseng, and other adaptogens are commonly used to this effect. However, while these added ingredients may still provide additional benefits to an end formulation, the unique naturally occurring active compounds in AmaTea®Max present an all-encompassing functional component that is perfect for gaming products as a stand-alone hero ingredient.
NW: What applications or dosage forms make the most sense for guayusa and esports products?
Zapp: Because AmaTea®Max organic guayusa extract is standardized to caffeine and antioxidants, the usage rates are really up to the individual formulation and how much desired caffeine the brand wants to provide. Clinical trials utilizing AmaTea®Max had a specified use rate of 270 mg of active caffeine. This amount intentionally reflects market research that indicates gamers fit into a similar consumer category as other sports nutrition products—indicative of around two energy drinks or equivalent and spanning over a 4-hour gaming campaign. AmaTea®Max is appropriate for many applications: Energy Drinks / Shots, Functional Beverages, Nootropic Supplements, Sports Nutrition Powders, Bars, etc.
NW: Can brands apply guayusa to markets outside of esports? What health platforms would you recommend?
Zapp: Suppose we think about the top functional categories esports caters to: focus, concentration, stamina, improved reflexes, enhanced memory recall, etc. It is easy for modern consumers of any type to relate to these benefits, even outside of gaming. Hence there is ample opportunity for category crossover, which is key to any niche market. We like to think of AmaTea®Max as a modern energy ingredient for work, sports, and gaming.
Our customers also care about sourcing and guayusa has an incredible supply chain story. Over the last five years, we worked to build a sustainable supply chain of responsibly and ethically sourced guayusa through co-ops and foundations across Ecuador and Peru. We work with thousands of independent farming families, not industrial plantations, protecting both the ecosystem and the cultures surrounding this important herbal ingredient. Our farms are not mono-crop systems. Instead, guayusa is grown in ancient forest gardens known as “chakras” among trees and other vegetation utilizing patterns observed in nature. Chakras apply similar growing techniques to agroforestry and permaculture. Farming in this method reduces the need to degrade or cut down the forest and creates a more diverse, productive, and ecologically sound land-use system.3
References
1. Krieger DR, Kalman DS, Feldman S, et al. The Safety, Pharmacokinetics, and Nervous System Effects of Two Natural Sources of Caffeine in Healthy Adult Males. Clin Transl Sci. 2016;9(5):246-251. doi:10.1111/cts.12403
2. Bloomer, Richard, et al. 2021 University of Memphis College of Health Sciences. Impact of AMATEA™️ on Physiological Measures and Gaming Performance in Active Gamers: A Placebo Controlled, Double-blind, Randomized Study.
3. Erhardt/Bünner, 2012. D+C Development and Cooperation, Agroforestry makes sense for marginalized people in the Philippines Uplands.
