Chen, a former college dean turned entrepreneur, has mixed Traditional Chinese Medicine with frat parties to introduce a product that makes the after effects of drinking a little more manageable.
“Despite being a TCM practitioner, I even found myself drawn more to pharmaceuticals because of the whole convenience factor,” Chen said. “I think that’s really what sparked my desire to come up with a more fun and innovative solution that was easy to take. Plus, I saw a big gap in the supplement markets here in America in what solutions these products aim to address.
“A lot of my needs, as someone young who still likes to have fun, felt neglected, and I think that’s where my idea for what I call ‘the next best solution’ is. I call it realistic wellness, because the best way to avoid a hangover is to obviously not drink, but realistically, that’s not happening.”
Drawing from his family’s TCM background, Chen developed a formula that combines ingredients like DHM, GABA, antioxidants and electrolytes. The star ingredient, DHM (dihydromyricetin), specifically targets ‘hangxiety’ by supporting GABA receptor function after alcohol consumption.
Aside from Jelly IV’s novel jelly format, it also underwent an interesting R&D process, which involved Chen testing his product on himself and friends. While he doesn’t promote drinking, Chen said the product offers a practical solution for those who do. He added that Jelly IV particularly resonated with musicians and DJs, where drinking is more common.
While Jelly IV is currently focused on the U.S. market, Chen said he is exploring international markets that would involve culturally adapted formulations.
To hear more on Chen’s marketing antics on Instagram and why he was prohibited from featuring milk thistle in his formulation, listen to the NutraCast.
If you enjoy listening to the NutraCast, feel free to leave a review. You can subscribe on Apple, iHeart, Spotify or wherever you get your podcasts.