Last Updated: 9/29/2009 10:07 AM
Flavored with apricot and peach flavorings, Neuro’s “Sleep” formulation is a relaxation product that’s focused on assisting the drinker achieve a restful night of sleep. Functionally, they accomplish this primarily through the use of melatonin, a proven sleep aid that’s been making frequent appearances in relaxation products. In addition, the formulation has L-Theanine, the primary amino acid in green tea, as well as 5-HTP, taurine, and magnesium glycinate, which have been added to deliver detoxification and relaxation benefits. From a flavor point of view, it’s not bad, but not great either, with the peach and apricot flavorings and lack of carbonation exposing the somewhat harsh sucralose aftertaste. Also, we think that the name “Sleep” is going to pigeonhole the product and possibly scare off buyers unless they are really ready to go to sleep. With the relaxation market as small as it currently is, this niche is probably too small to sustain a product of this type. Furthermore, making it low calorie and adding “get smart” to the functional claims seems unnecessary and possibly confusing. Overall, a good concept, but the execution and positioning should make for limited appeal.