By Mike Montemarano, Associate Editor03.07.23
CENTR, a brand specializing in premium functional beverages containing CBD, has expanded its portfolio with CENTR Enhanced, the company’s first non-CBD functional beverage.
The sparkling waters contain nootropics and other natural ingredients to enhance cognitive function and boost mood.
The line is available in two varieties: a caffeine-free version, and a version that contains 60 mg of caffeine. Both products contain a combination of several proprietary ingredients.
Each serving contains 250 mg of Kyowa Hakko’s Cognizin Citicoline, 100 mg of gamma-aminobutyric acid (GABA) marketed as PharmaGABA, 50 mg of a Panax ginseng and Astragalus complex marketed as AstraGin by NuLiv Science, and 12.5 mg of Zembrin, a Sceletium tortuosum extract marketed by PLT Health Solutions.
“CENTR Enhanced is the perfect solution for anyone looking to boost their cognitive abilities,” said Arjan Chima, CEO of CENTR. “Whether you’re a student studying for exams, a professional looking to improve your focus at work, or someone just looking to stay sharp, the ingredients inside CENTR Enhanced can help.”
“CENTR is for people seeking holistic wellness and a break in their everyday life,” said Chima. “This is a broad range of consumers based on a need for a moment to relax and center themselves, not a specific demographic or psychographic segment.”
As a company, CENTR’s mission statement is to create products that can be utilized at any time of day, when one wants to take a break for themselves and find focus. As such, the company developed products which best meet these occasions, said Chima.
“In 2019, our first product CENTR Sparkling CBD Water, was sold in California,” said Chima. “With the belief that consumers should have access to innovative brands that deliver amazing taste profiles and functionality, CENTR continues to expand its offering of functional better-for-you beverages that benefit your everyday life.”
Health-forward beverages tied to specific occasions are gaining ground especially as consumers seek out alternatives to both alcohol and other types of sugary drinks.
“CENTR Brands creates beverages to provide moments for consumers that want to live intentionally, with a focus on health and wellbeing,” said Chima. “We selected premium nootropcis and adaptogens at levels that are highly efficacious.”
Citicoline is linked to focus, attention, and memory, while supporting overall cognitive health. Zembrin, an extract of a plant-based adaptogen, was chosen due to evidence supporting its role in mood and stress outcomes. AstraGin was chosen due to its potential to ameliorate digestive complaints, improve nutrient absorption, and support immune function. GABA was added to the formula due to the role the neurotransmitter has in relaxation and mental clarity, as well as sleep support.
“Our design ethos is functional first, then flavor profile, said Chima. “Since all of our sparkling products use our consumer-favored natural citrus profile, we knew we were starting at a good place. Our selection of suppliers had to ensure the ingredients were of the highest quality that lives up to our design ethos. Ingredients had to be water-soluble for it to work and we are quite pleased with the relationships fostered with suppliers,” he added, noting the company expects to continue experimenting with a wide net of non-CBD ingredients in the future.
“Cognizin achieved self-affirmed GRAS status in 2009 and is considered safe for beverage applications. It is a pure ingredient produced by an innovative fermentation process. It is neutral in taste, water-soluble, stable to heat, vegetarian, allergen-free, and certified kosher. This makes it a simple ingredient for formulators to incorporate into new product launches or reformulations.”
Consumers who desire nootropic ingredients often look for brands and proprietary formulations to know that the specific ingredient they take has shown efficacy at the proper dose.
“Cognizin is our branded form of citicoline and among the most clinically validated nootropic ingredients, giving it a unique edge against other ingredients used in cognitive health products,” said Stanieich. “A 2021 study showed that healthy adult men and women aged 50 to 85 taking Cognizin at 500 mg/day experienced statistically significant increases in the score for episodic memory and overall memory. A 2015 study showed Cognizin’s positive effect on motor speed and attention in adolescent males, where researchers observed an increase in both attention and psychomotor speed after 28 days of supplementing with 250mg or 500 mg of Cognizin.”
Earlier studies also linked Cognizin supplementation with improved scores in the domains of focus and attention in middle-aged women, and increases in brain activity in middle-aged adults. The latter study revealed that six weeks of supplementation resulted in an increased formation of brain membranes by 26% and restored brain energy expenditure by 13.6%, said Stanieich.
The demand for ingredients which can improve cognitive performance is at an all-time high, and beverages are a leading format for the preferences of consumers of all ages, said Stanieich.
“Beverage-makers are recognizing nootropic ingredients like Cognizin as an opportunity to deliver cognitive health and energy support in their products to give consumers accessible, convenient, and functional nutrition that they can easily consume as part of their on-the-go lifestyles,” said Stanieich.
“People use nootropics for a variety of reasons,” she added. “Younger consumers may be looking for improved focus and productivity. Weekend warriors and gamers want a mental edge to be more competitive. On-the-go working parents need help to juggle career, home, and children without succumbing to stress-related mental burnout. Empty nesters and retirees are trying to defy cognitive and behavioral aging.”
The sparkling waters contain nootropics and other natural ingredients to enhance cognitive function and boost mood.
The line is available in two varieties: a caffeine-free version, and a version that contains 60 mg of caffeine. Both products contain a combination of several proprietary ingredients.
Each serving contains 250 mg of Kyowa Hakko’s Cognizin Citicoline, 100 mg of gamma-aminobutyric acid (GABA) marketed as PharmaGABA, 50 mg of a Panax ginseng and Astragalus complex marketed as AstraGin by NuLiv Science, and 12.5 mg of Zembrin, a Sceletium tortuosum extract marketed by PLT Health Solutions.
“CENTR Enhanced is the perfect solution for anyone looking to boost their cognitive abilities,” said Arjan Chima, CEO of CENTR. “Whether you’re a student studying for exams, a professional looking to improve your focus at work, or someone just looking to stay sharp, the ingredients inside CENTR Enhanced can help.”
An Experiential Platform
According to Chima, functional beverages are an experiential platform that appeals to a wide demographic. The brand itself is focused on adults between 18 and 55 years old, who are seeking out products to improve focus and productivity at school or work, social events, and other activities such as gaming, outdoor pursuits, fitness, and more. Target consumers are those who seek broad health and wellness benefits with active lifestyles, who may be CBD-curious as well.“CENTR is for people seeking holistic wellness and a break in their everyday life,” said Chima. “This is a broad range of consumers based on a need for a moment to relax and center themselves, not a specific demographic or psychographic segment.”
As a company, CENTR’s mission statement is to create products that can be utilized at any time of day, when one wants to take a break for themselves and find focus. As such, the company developed products which best meet these occasions, said Chima.
“In 2019, our first product CENTR Sparkling CBD Water, was sold in California,” said Chima. “With the belief that consumers should have access to innovative brands that deliver amazing taste profiles and functionality, CENTR continues to expand its offering of functional better-for-you beverages that benefit your everyday life.”
Health-forward beverages tied to specific occasions are gaining ground especially as consumers seek out alternatives to both alcohol and other types of sugary drinks.
“CENTR Brands creates beverages to provide moments for consumers that want to live intentionally, with a focus on health and wellbeing,” said Chima. “We selected premium nootropcis and adaptogens at levels that are highly efficacious.”
Citicoline is linked to focus, attention, and memory, while supporting overall cognitive health. Zembrin, an extract of a plant-based adaptogen, was chosen due to evidence supporting its role in mood and stress outcomes. AstraGin was chosen due to its potential to ameliorate digestive complaints, improve nutrient absorption, and support immune function. GABA was added to the formula due to the role the neurotransmitter has in relaxation and mental clarity, as well as sleep support.
“Our design ethos is functional first, then flavor profile, said Chima. “Since all of our sparkling products use our consumer-favored natural citrus profile, we knew we were starting at a good place. Our selection of suppliers had to ensure the ingredients were of the highest quality that lives up to our design ethos. Ingredients had to be water-soluble for it to work and we are quite pleased with the relationships fostered with suppliers,” he added, noting the company expects to continue experimenting with a wide net of non-CBD ingredients in the future.
Citicoline in the Spotlight
The time is highly opportune for ingredient suppliers to branch out with functional food and beverage-compatible specialty ingredients. Not all ingredients are equally fit for purpose, said Maria Stanieich, marketing manager at Kyowa Hakko USA.“Cognizin achieved self-affirmed GRAS status in 2009 and is considered safe for beverage applications. It is a pure ingredient produced by an innovative fermentation process. It is neutral in taste, water-soluble, stable to heat, vegetarian, allergen-free, and certified kosher. This makes it a simple ingredient for formulators to incorporate into new product launches or reformulations.”
Consumers who desire nootropic ingredients often look for brands and proprietary formulations to know that the specific ingredient they take has shown efficacy at the proper dose.
“Cognizin is our branded form of citicoline and among the most clinically validated nootropic ingredients, giving it a unique edge against other ingredients used in cognitive health products,” said Stanieich. “A 2021 study showed that healthy adult men and women aged 50 to 85 taking Cognizin at 500 mg/day experienced statistically significant increases in the score for episodic memory and overall memory. A 2015 study showed Cognizin’s positive effect on motor speed and attention in adolescent males, where researchers observed an increase in both attention and psychomotor speed after 28 days of supplementing with 250mg or 500 mg of Cognizin.”
Earlier studies also linked Cognizin supplementation with improved scores in the domains of focus and attention in middle-aged women, and increases in brain activity in middle-aged adults. The latter study revealed that six weeks of supplementation resulted in an increased formation of brain membranes by 26% and restored brain energy expenditure by 13.6%, said Stanieich.
The demand for ingredients which can improve cognitive performance is at an all-time high, and beverages are a leading format for the preferences of consumers of all ages, said Stanieich.
“Beverage-makers are recognizing nootropic ingredients like Cognizin as an opportunity to deliver cognitive health and energy support in their products to give consumers accessible, convenient, and functional nutrition that they can easily consume as part of their on-the-go lifestyles,” said Stanieich.
“People use nootropics for a variety of reasons,” she added. “Younger consumers may be looking for improved focus and productivity. Weekend warriors and gamers want a mental edge to be more competitive. On-the-go working parents need help to juggle career, home, and children without succumbing to stress-related mental burnout. Empty nesters and retirees are trying to defy cognitive and behavioral aging.”
