NEW ZEALAND – Fonterra has indicated signs of focusing more on the Nutrition, Health, and wellness category through the launch of several supplements this year including this newly developed supplement that expands its portfolio into brain performance for adults and cognitive health.

Trading by the name BioKodeLab, the New Zealand dairy cooperative said the supplement brand aims at improving cognitive performance, stress response, and immune health – as well as filtering blue light.

The co-op’s decades of experience in infant nutrition for developing brains had given it an excellent platform to develop this new supplement range to support the brain performance of adults, Carl MacInnes, Director of Sales & Marketing Disruption at Fonterra said.

The brand currently consists of three product SKUs, namely Focus Plus, Calm Plus, and Probiotic Plus that are exclusively sold via the direct-to-consumer channel in New Zealand at NZD$49.99 to $59.99 (US$29.60 – $35.60) per unit for a month’s supply. 

MacInnes said: “These devices that we’re using every day – our screens, our phones, and so forth – they’re delivering significant amounts of blue light to us.”

Excessive exposure to blue light disrupts sleep cycles, causing sore eyes, affecting mood, and escalating cognitive degradation, making the issue of the effects of blue light on cognitive function important.

Each product contains Pro-Sight – a trademarked ingredient bundle by Fonterra, while also containing either ThinkSharp or StresLes – two other trademarked ingredient bundles by the company.

The products contain key ingredients that support the building blocks of the brain, including phosphatidylserine, lutein, zeaxanthin, and probiotics.

With Pro-Sight, Fonterra relied on the natural world, harnessing flower power, specifically from marigolds, which have two ingredients – lutein and zeaxanthin.

Pro-Sight comes with vitamin A, riboflavin, lutein, and zeaxanthin to support macular health, the product Focus Plus contains ThinkSharp, while Calm Plus consists of StresLes.

ThinkSharp ingredient bundle consists of essential B group vitamins and phosphatidylserine derived from both dairy and soy to support brain and nervous system function while StresLes contains vitamin C, riboflavin, and vitamin B6 to support the nervous system.

On the other hand, Probiotic Plus contains Pro-Sight as well as two probiotic strains, namely Bifidobacterium lactis HN019 and Lacticaseibacillus rhamnosus HN001. The two strains are said to support digestion and immune health.

In the upcoming months, the brand will be launching a digital questionnaire to help consumers assess their brain health and cognitive performance.

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