Adday: targeting the gut-brain axis for cognitive clarity

The startup, with offices based in the UK, Lisbon, and Cape Town, started to develop supplements in response to the global epidemic, drawing on the latest scientific evidence regarding the gut-brain axis.

Gisèle Human, digital creative content manager for Adday​, explains the company’s current product range.

“With new scientific research showing evidence of the gut-brain axis, we developed ‘Mind Focus’, which includes ingredients that support cognitive function and neuronal growth.

“Our product offering is unique in its complex formulation, including live bacteria, prebiotic fibre, vitamins, minerals, nutraceuticals, and other active compounds that function together,” she adds.

Brain-boosting demand​

Human describes the new demand for products supporting cognition and productivity, and the shifting narrative around mental health.

“In the last few years, particularly around the pandemic, there has been an uptick in interest in mental health, brain health, productivity, mood, stress, and anxiety management. Remote work has got people assessing their mood and noticing how it affects their productivity levels.

“While this isn’t universal, the language around it isn’t so taboo: Depression and anxiety aren’t seen as character defects, but a reflection of environment, gut health, exercise, exposure to light, and a host of other things, all of which can be individually looked at and bettered in some way. Gut health is part of the puzzle, and taking care of it has shown sustained benefits.”

She emphasises that a report from Future Marketing Insights​ observed that the cognitive health supplement market has experience substantial growth in recent years, with sales expected to rise to $16.8 billion by 2033 from $9 billion in 2023. It says this heightened demand has been mostly driven by young professionals seeking to enhance their cognitive function, as well as by the ageing population looking to fend off cognitive decline.

Product portfolio​

Adday’s ‘Mind Focus’ product contains 30 sachets of raspberry and lemon flavoured powders which can be mixed into water. The powder contains nine ‘gut-friendly’ microbes, including Lactobacillus ​and Bifidobacterium ​species. In addition, there are added botanicals, vitamins, and minerals to support mood regulation, reduce fatigue, support sleep, and aid mental clarity.

Human discusses the key science-backed ingredients to support the claimed health benefits, explaining: “Ashwagandha supports the management of anxiety, and studies have shown that it promotes neuronal growth. Lion’s mane is made up of two compounds which aid the growth of brain cells.

“Studies on Lion’s Mane have shown improvements in memory loss and support with mild symptoms of depression and anxiety. L-theanine has been shown to increase GABA release, which assists the brain in reducing activity which consequently reduces anxiety. It has also shown to increase serotonin and dopamine, which assists in bettering one's mood,” she asserts.

She adds that Adday commissioned an independent scientific review, conducted by nutritionist Ro Huntriss, investigating the available evidence backing the product’s included ingredients to verify the health benefits listed.

Adday also offer a ‘weight management’ powdered supplement containing a range of microbes, as well as konjac glucomannan, sugar beet fibre, choline bitartrate, and green tea extract to support appetite-regulating hormones and promote satiation.

“With newfound knowledge linking gut health and one’s ability to lose weight, ‘Weight Balance’ was developed, including ingredients that assist the body in stabilising the microbiome and which support sustained satiety,” Human explains.

Regarding future innovation at Adday, she says that three further products will be introduced to the portfolio soon, which focus on the immunity category.

“We are excitedly activating the gut as an effective engine room for human health and wellbeing, and there is no doubt that innovative new formats will follow,” she adds.