Memore launches whole food powder for long-term brain health inspired by MIND diet

04 May 2021 --- A new direct-to-consumer brand called Memore is launching whole food powders that improve cognitive performance. 

Whole food ingredient powders arriving to the brain health market are “very novel,” Memore co-founder and CEO Erika Lepczyk tells NutritionInsight.

“Only a few powdered beverages currently exist in the brain health market. Those that do exist rely on fortification, rather than whole foods, to boost the amount of brain-healthy nutrients in their products. This really illustrates our primary point of differentiation.”

Each Memore pouch contains 30 servings of brain-boosting nutrients derived from 11 whole foods, delivering omega 3s, antioxidants and fiber as well as pea and rice proteins fermented with shiitake mycelium mushrooms to improve absorption.

Memore powders can be added to water or smoothies, sprinkled on top of foods or used for baking. The powders are plant-based, vegan and gluten-free, containing no added sugar or sweeteners.

Memore’s primary objective was to create a nutritionally balanced functional beverage blend using clean, whole food ingredients.“Our cognition peaks in our late 20s to early 30s, after which we see a gradual decline as we age. This is a natural process and, unfortunately, unavoidable,” Lepczyk details.

“There is no magic pill that reverses cognitive decline. What we can control, however, and what our product aims to address, is the speed at which it declines.”

Short-term cognition “just the icing on the cake”
Memore states it carves out “an important place in the consumer space for sustainable cognitive health solutions.” Sustainable, in this context, is defined as the preservation of long-term cognitive health, Lepczyk elaborates. 

“The current market for cognitive health products largely focuses on short-term issues like brain fog, lack of energy or reduced motivation.” Many of these health issues can be classified as symptoms stemming from underlying health issues, poor diet, inadequate exercise or lack of sleep, she continues. 

“Many of the cognitive health products today aim to relieve these symptoms, which they effectively do. Memore’s approach is more holistic, understanding that the brain is heavily dependent on the body’s other systems to function properly.”

Addressing Alzheimer’s with diets
Notably, a key focus point for Memore is addressing various risk factors that contribute to higher incidences of chronic cognitive diseases like Alzheimer’s disease. “Many people don’t know that less than 2 percent of Alzheimer’s cases are genetic,” flags Lepczyk.

Research further highlights the substantial impact nutrition and diet have on cognitive decline. According to a 2015 study, adhering to the MIND diet, a hybrid of the Mediterranean and the DASH diets, can reduce the risk of Alzheimer’s by as much as 53 percent.

Memore learned very early on that the higher product standards are, the more difficult it is to source ingredients and control costs.The MIND diet’s staple whole food ingredients are reflected in Memore’s ingredient list, including blueberries, sweet potatoes, beets, oat bran, almonds, lemons, ginger, turmeric, spinach, flax, garbanzo beans, organic agave inulin and guar gum. 

Turning R&D hurdles into selling points
Integrating whole food ingredients into a nutritious cognition powder is easier said than done in Memore’s experience.

“We learned very early on that the higher your product standards are, the more difficult it is to source ingredients, control costs, and ultimately produce it. The entire process took just over two years, the bulk of that time was spent on finding that perfect balance between taste and function,” the co-founder recalls.

Developing a product with whole food ingredients posed difficulties with their unpredictability and inconsistency. “There is no way to control the taste, smell, or color, so it was extremely difficult for us to evaluate each change we made to the product.”

For example, the color of the blueberry powder varies based on the season and region in which it was harvested. These environmental influences can therefore “dramatically” alter the color of the finished product, Lepczyk highlights.

“Today, we see this as one of our products’ strongest selling points. You will never receive the same product twice, but that factor added a considerable amount of time to the development process.”

Erika Lepczyk, co-founder and CEO of Memore. Do young people care about brain health?
Memore’s approach to improving cognitive health “naturally aligns” with the 30-and-above crowd, says Lepczyk. “When I think back to my early 20s, my long-term health prospects were the least of my concerns.” 

“It generally takes a large life event like the birth of your first child, seeing a family member diagnosed with dementia or other chronic health conditions to really prompt a change.”

However, the product appeals to broader, younger audiences as well. “They may not prioritize long-term health, but they do value and actively seek out products that are clean, sustainable and good for you,” Lepczyk notes.

Aging well top of mind
Healthy aging and preventative care are two major developments in the nutrition industry falling widely under the personalized nutrition umbrella – ranking third in Innova Market Insights’ top F&B trends for 2021.

There has been a 32 percent average annual growth in F&B launches tracked with an aging well claim (Global, 2017-2020). The Snacks category leads F&B aging well opportunities, with the sector seeing 43 percent average growth (Global, 2016-2020).

“We also see the functional movement continuing to gain traction in the coming years. I think people are really starting to question the efficacy and affordability of our treat-first healthcare model,” says Lepczyk.

“As consumers continue to do so, prevention-first health products won’t be seen as such a novel concept,” she concludes.

By Anni Schleicher