Neuriva promotes brain training app for month of April as nutritional digitalization finds industry adoption

16 Apr 2019 --- With heightening consumer focus on personalized nutrition and growing interest in the space of digital platforms, it has become clear that tapping into the trend of the “gamification” of everyday life has become a new industry standard. In this vein, nootropics brand Neuriva (Schiff) is providing free access through the month of April to the Neuriva Brain Gym – a smartphone and computer app developed for training specific areas of cognitive function.

The digital platform was designed for use in conjunction with the brand’s line of brain supplements. The hero ingredient in this range is a substance called Neurofactor, an extract of whole fruit of the Coffea Arabica plant, said to promote the key functions of focus, memory, learning, accuracy, concentration and reasoning.

Neuriva joins a number of industry players who are becoming increasingly observant of marketing opportunities in the provision of mobile apps that accompany their products. Notably, personalized wellness programs made accessible through smartphone platforms are now a significant trend among health-conscious consumers. The term “digiceuticals” emerged in industry terminology to outline the utility of digital platforms in boosting and supporting nutritional goals. 

Spanish nutraceuticals specialist Monteloeder coined the word in 2016, through the release of a mobile application, powered by artificial intelligence (AI), for the purpose of calculating a “UV budget” for users based on weather information, users’ skin type and amount of NutroxSun oral skincare product ingested.

More recently, DSM and digital health company Mixfit entered into a strategic partnership last month to develop Mixfit's Intelligent Nutrition Assistant (Mina) - an AI solution that dispenses beverages containing a customized mix of vitamins and minerals according to a person's genetic makeup, diet, lifestyle and health goals.

Last year at the Newtrition X. summit in 2018, NutritionInsight caught up with experts in the field of personalized nutrition – dubbed the “nutrition revolution” – who re-affirmed that digiceutical platforms are needed to build consumer trust. “They [technology companies] will bridge the gap between food, nutrition advice and tools/app companies to create a proper service. From that service onward, there can be a variety of ways how consumers can be presented with the service,” summit speaker Jo Goossens from shiftN tells NutritionInsight.

Hit the Brain Gym and train with video games
The brain, like any muscle, requires frequent stimulation and routine training. First-time users of Brain Gym are invited to complete a personal assessment comprised of seven games, which provide a benchmark for cognitive performance levels. The assessment tests users for attention, planning, response time, short-term memory and spatial perception.

Users are then invited to select one of fifteen games to play, which are divided into five categories: Accuracy and Learning, Coordination, Focus and Concentration, Memory, and Perception. Each game lasts an average of ten minutes and provides personalized results that display users’ progress. 

The mobile app is made available through the Apple and Google Play stores.

By Benjamin Ferrer