Ārepa featured in Medium: Kiwi nootropics company Ārepa on track to become “the world’s most iconic brain health brand”.
March 05, 20202 min read
Nootropics are supplements, or plant extracts that improve cognitive function, particularly executive functions, memory, creativity, mood or motivation.
The term nootropic was coined by a Romanian professor, Corneliu E. Giurgea in 1972. Coming from Greek origins, the term means “to bend or shape the mind”.
After 4 years of R&D, Ārepa first launched in New Zealand in 2016 with the help of world-renowned neuroscientists and food technologists at the $30m modular food incubator factory The FoodBowl. Founder Angus Brown was quick to patent their formula, which (now granted) contains a unique New Zealand Pine Bark Extract, New Zealand Neuroberry Blackcurrants and well-known nootropic L-theanine (an amino acid found in green tea).
Following a number of double blind, placebo controlled clinical studies, Ārepa has seen tremendous success in the New Zealand market having proven their formula can support cognitive function and performance. Their first of three studies presented at the Sports Dietetics Conference in Melbourne, an independent double-blind, cross over and placebo-controlled study conducted by the University of Auckland concluded consumption of Ārepa improved cognitive function, time to respond and accuracy by a statistically significant amount in physically fatigued athletes 90 minutes after intense exercise.
Ārepa’s second study is using EEG to understand brainwave changes and plasticity in the brain post consumption of their nootropic drink vs a taste matched placebo.
The unique results mean that athletes who need to stay mentally sharp at the business end of a sports match or competition can do so without having to overload on caffeine.
“We’re excited about this outcome that validates feedback we have already received from our athletes and have an influx of enquiries from some of New Zealand and Australia’s top sports teams. We’re now going into R&D to develop product formats that suit elite sport” reports Brown. Results are expected to be peer-reviewed and published late-January 2020.
The company offers drinks, capsules, powder and freeze-dried berries; each format is 100% natural, GMO-free and packed full of clinically proven plant-based bioactives such as a unique set of polyphenols from New Zealand Pine Bark and Neuroberry Blackcurrants that have a growing number of published studies proving the effects in brain health and supporting stress, focus and cognitive health.
Ārepa has gained investment from the largest Pine Bark Extract and Blackcurrant producers in New Zealand and attracting customers like The All Blacks, Larry Page (Google) and Jed Mildon (Nitro Circus).
Ārepa is a Māori transliteration of the word ‘Alpha’, a term which the company characterise as a wakeful state of relaxed and effortless alertness. Their second study is looking into brainwave changes utilising EEG.