Cognitive neuroscientist Christian Jarrett debunks the ambitious claims of Neuro “brain drinks” at Wired:
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Like pretty much everyone else, drink companies are jumping on the neuroscience bandwagon. These widely available “brain branded” beverages make promises that should raise any skeptic’s eyebrows. Today I want to focus on NeuroSonic, which its manufacturers claim is carefully designed to “deliver sustained focus and revitalized energy”.
The curvy, colorful bottle depicts a human head with a sciencey waveform running through it, the strapline “mental performance in every bottle”, and on the back, the promise that you will “stay energized, focused, alert … with modern science’s greatest blend of natural mental performance enhancers. Get smart, DRINK NEURO.”
Founded by Bosnian émigré Sanela Diana Jenkins, NeuroSonic is just one of a portfolio of brain drinks offered by her company Neuro, with others promising to boost sleep, relaxation and other states of mind.
NeuroSonic’s “proprietary blend” includes caffeine and l-theanine (an amino acid found in green tea).