A new nootropic in town: Limited Labs launches ‘Dragon’
“Our target audience is primarily focused on students and motivated professionals,” co-founder of Texas-based Limited Labs Sam Johnston told NutraIngredients-USA. The supplement is marketed as a source of clarity and attention in the mind. “Dragon Nootropic is perfect for anybody looking for that extra mental edge, rather it be in the office, in class, or even in the gym,” Johnston added.
A look on Google Trends (accessed August 17) reveals that search engine inquiries for “nootropics” are at the highest level it has ever been since 2004, when Google started tracking searches. These supplements are a staple topic in online fitness and bodybuilding forums such as Reddit’s /r/nootropics. “Especially with the millennial generation, it’s our main audience,” Johnston said. “These are the young people looking for an edge.”
“A lot of nootropics currently on the market are underdosed and provide just subtle increases in energy and cognition,” Johnston said. “Whereas with Dragon Nootropic, we have formulated a potent combination of nootropic ingredients, and we dosed it right.”
Cognizin and Teacrine
Each Dragon capsule contains 250 mg of Cognizin and 50 mg of Teacrine. Kyowa Hakko’s Cognizin, a branded citicoline, is popular in functional beverages promoting brain alertness such as Nawgan and Kolé. A building amount of scientific literature funded by the ingredient’s manufacturer suggests its efficacy in boosting attention in healthy adults and adolescents.
Teacrine, a brand of the purine alkaloid theacrine found in leaves like kucha tea, is still an up-and-coming ingredient, but some science vets its ability to help boost mood and energy, positioning it as an ingredient for pre-workout and other athletic functions.
According to a press release, the supplements are manufactured in limited, small batches, with 60 capsules in each container. “Dragon Nootropic is priced at $39.99 per bottle, and we frequently offer coupon codes through our Facebook page,” Johnston said.
The supplement is formulated by Joey Savage, co-founder of the company who Johnston met at college back in 2006. Savage's resume of dietary supplement formulations includes Cellucor C4, the pre-workout powder. Dragon is designed to go hand-in-hand with Limited Labs’ other supplement, Phoenix, marketed as a neurotransmitter boost containing L-Dopa and 5-HTP.
Limited Labs is a young company founded in 2015. Though they only have two products, Johnston said they want to become a performance lifestyle brand. "We want to provide driven individuals [with] products for every part of their lives," he added. "Soon we're going to add our sports nutrition products." But they wanted to start with nootropics. "I think there's a lot of stressors that come with modern living, and we just want to help people get through that."
Sports Nutrition forum
Want to hear directly from sports nutrition experts on the category’s latest market and science trends? An panel of experts from Douglas Labs, Mintel, Bodybuilding.com, and the International Society of Sports Nutrition will share their insight at NutraIngredients-USA’s free online Sports Nutrition Forum on Sept. 13. To register click HERE
