Mind-Enhancing “Brain Food”
TruBrain specializes in “brain food” — a line of food and beverage products that offer high-performance cognitive nutrition.
Developed with the help of scientists from leading universities and research institutions, these patent-pending products can enhance your memory, focus, and sleep. As the company says, its personalized formulas will “empower you to be the best version of your unique self.”
TruBrain has generated more than $16 million in lifetime sales, and has been profitable since 2019.
The company has been featured in more than 250 articles, including Forbes, CNBC, and Inc. Additionally, it’s raised $3.6 million from notable venture capital firms. These include Sherpa Capital (an early investor in Airbnb, Uber, and Hyperloop One); and 500 Startups (an investor in Credit Karma, Reddit, and Twilio).
To be clear, TruBrain isn’t a pharmaceutical company. As the company says, “We’re not magicians,” and its products are “not going to turn you into a rocket scientist.”
Rather, TruBrain is a food & beverage brand targeting a few fast-growing markets. These include:
• The $20 billion market for Cannabidiol (CBD) products.
• The $12.3 billion market for Keto products, part of a popular plant-based diet.
• And the $5.9 billion market for Nootropics — also known as “smart drugs,” these substances are designed to boost brain performance.
M&A activity in these markets, which includes medicines, food, and supplements aimed at improving a person’s well-being and mental health, has been robust. For example:
• In 2018, PillPack, an online pharmacy startup, was acquired by Amazon for $750 million.
• A year earlier, RXBar, makers of nutrition bars, was acquired by Kellogg for $600 million.
• And EAS Sports Nutrition, which makes diet and energy supplements, was acquired by Abbott Laboratories for $320 million.
TruBrain’s lineup includes food, beverage, and nutrition-focused items.
There are personalized drinks: single-ounce “shots” that help the user power past stress and boost their mental output. Versions of the drinks include “Sleep,” “Mellow,” along with “Medium,” “Strong,” or “Extra Strong” levels.
These same formulas come in power bars, powder sticks, and capsules.
The primary ingredient in most products is hemp-derived CBD, which helps the body naturally relax and regulate stress. Other ingredients include vitamins and minerals, berry and agave flavorings, and tiny doses of superfoods aimed at increasing concentration and energy levels.
TruBrain uses a direct-to-consumer business model. The company covers all R&D, manufacturing, fulfillment, and shipping of its products.
Customers can order through TruBrain’s website, where they can purchase individual products or sign up for a monthly subscription package. These subscriptions range from $65 to $79 per month. The company is also exploring distribution in premium retail stores.
The average order value for a customer is $64, and a customer makes an average of more than 4 purchases a year.
Moving forward, TruBrain aims to expand its product portfolio with a specific focus on healthcare. This will involve creating products that address areas including diet and anxiety.
Andrew is an expert in cognitive neuroscience.
In addition to his role with TruBrain, he is the Founder and Director of the Peak Brain Institute, a “brain fitness center” providing neuro-feedback and meditation practices to improve brain function.
Previously, he was a lecturer at UCLA, teaching sequence gerontology (the process of aging) and healthy brain development. He also served as Director of Neurocognitive Services at Alternatives, an addiction treatment facility using brain mapping to help patients kick their habits.
Earlier in his career, Andrew was a research assistant at McLean Hospital’s Brain Imaging Center. Before that, he worked for OpenLink Software, a software development company, as its Director of Technology.
He holds a Bachelor’s degree in Psychology and Neuroscience from the University of Massachusetts Amherst and a Ph.D. in Cognitive Neuroscience with UCLA.
Chris has extensive experience in the consumer packaged goods industry, including time with Unilever (NYSE: UL), a $133 billion consumer goods company.
He began his career as an associate with Kepner-Tregoe, a management consulting business. While there, he focused on product development and risk management for brands including Coca-Cola, HP, Nokia, Pfizer, and Cisco.
After that, he joined Unilever, where he worked in brand building and development. He led a $100 million partnership between the National Collegiate Athletic Association (NCAA) and Unilever brands including Degree, Vaseline, and Suave for Men.
More recently, Chris was Vice President of Growth and Revenue with ABOVE, a social networking platform centered around environmental sustainability.
He earned a Bachelor’s degree in Economics from Georgetown University and an MBA from Duke University.
Justin leads TruBrain’s supply chain and core operations.
Prior to joining the company, he was Head of West Coast Supply with Karhoo, a startup creating a ride-sharing app. Before that, he was an operations manager with Breeze, a transportation company providing short-term car leases to business owners.
Earlier, he was a startup consultant with TYLT Lab Ventures, a venture capital and venture advisory group. Prior to that, he founded Steinberg Sports & Entertainment, a company focused on media and promotions.
Aida was instrumental in the foundation of TruBrain’s products, focusing on product development and clinical studies.
She received her Ph.D. in Cognitive Neuroscience from UCLA, with a focus on Alzheimer’s disease therapies. From there, she spent time at the university as a biomedical researcher, before joining TruBrain from 2013 to 2016.
Since then, she spent time as Director of Business Development with Ritter Pharmaceuticals, and was a consultant with Biopharma Resource Groups, a market research company.
Aida currently is a senior manager with Neurocrine Biosciences, a biotech company, working on product commercialization.
Prominent seed fund and accelerator program founded by PayPal and Google alumni. Investments include AngelList, Unbounce, and Behance.
A VC firm focused on startups in the food & beverage industry.
A VC fund investing in emerging technology-enabled companies. Portfolio includes Luxe, Pillow, and Beepi.