It’s time to activate your brain.
Supplement brand Olly is launching a line of nootropic-powered cognitive products, available at Target and olly.com.
The adult collection includes Cognitive Thinker Brainy Chews ($20), which uses Thai ginger extract to boost focus and cognitive function. Energized Thinker Brainy Chews provide energy support with caffeine, $20, and Chill Thinker Brainy Chews, $20, reduce the effects of stress and calm with L-Theanine and magnesium. The children’s collection, called Brainy L’Olly Pops, includes Focus Buddies ($18), which supports attention and cognitive function with branded ingredients called cognidine-citicoline, and Mellow, which fights stress and calms the mind with L-theanine. Includes Buddies ($18).
Since the onset of the COVID-19 pandemic, when brain fog and stress became top concerns, brands have entered the brain care category and customers are buying supplements. At times, it seems that the focus remains on this category. Last year, Unilever’s Olly entered another mood-centric category with its line of adaptogen-infused capsules.
Olly Chill Thinker Brainy Chews
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“We’re seeing a growth trend in the overall cognitive supplement market,” said Poonam Patel, vice president of products. “We also sell Laser Focus ($14) gummies in the cognitive space. We’ve had a very strong and positive response to that product. Combining the two allows us to create a product that’s both convenient and effective. We started thinking now was the right time to launch something that was both fun and delicious at the same time.”
In a fun and delicious way, Ollie has chosen to create two new formats for this line: Chews and Lollipops. The brand is also known for other unique formats such as gummy worms.
Olly Mellow Buddies Brainy Lolly Pops
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“We wanted to bring a profit-driven product to consumers, but we also wanted to make sure it was a product that would be highly appreciated by a specific age group,” Patel said. “I want to make something so delicious that the kids can eat it all the way through.”
Additionally, both products are individually packaged for on-the-go consumption and feature fast-acting ingredients, as consumers often seek immediate solutions for stress and focus. Additionally, Patel expects the product to appeal to a wide range of consumers.
“Whether you’re attending a stressful meeting or feeling burnt out and still have homework to do, this is open to everyone,” she said. “This is not focused on any particular gender or age.”
Although the brand did not provide specific projections, industry insiders estimate that the product’s first-year sales could reach $2 million to $5 million. At the same time, the Olly team expects the cognitive function category to continue to grow.
“We all lead very stressful, very active, very busy lives,” Patel said. “Given the success and market trends we are seeing with Laser Focus, we are confident this will be a category that continues to grow.”
