How AmaTea® is fixing the caffeine paradox

The common U.S. client could have round 220 mg of caffeine per day, which is concerning the quantity in two cups of espresso.1 In addition to routine, the intention is to extend psychological alertness and focus all through the day. Whereas caffeine has therapeutic advantages, it may additionally trigger undesirable unwanted side effects i.e., the nervous, jittery emotions that make it onerous to take a seat nonetheless and focus. A contradiction like this has conflicted shoppers for years. However it has additionally impressed Texas-based Utilized Meals Sciences to conduct additional analysis into new botanical substances. Current findings counsel that caffeine from the Amazonian Ilex guayusa plant can produce a shiny and targeted power expertise whereas mitigating a number of the undesired results historically introduced on by caffeine.

Penalties of caffeine

Caffeine has its repercussions. An excessive amount of of it, and also you may exhibit unwanted side effects comparable to headache, nervousness, irritability, quick heartbeat, and muscle tremors.2 For some folks which are extra delicate to caffeine, simply small quantities could immediate a jittery sensation. Whereas the top aim could also be alertness or improved cognitive operate, our nervous system’s response to caffeine could make it tough to take a seat nonetheless and focus.

To raised perceive the physiological results of caffeine within the human physique, we glance to our adrenal medulla and a particular hormonal response to caffeine ingestion. As our physique metabolizes caffeine, it begins to stimulate the discharge of epinephrine (higher often called adrenaline), our “battle or flight” hormone.3 We usually consider our “battle or flight” response as an advanced survival mechanism, the place sudden stress will induce a launch of adrenaline, enabling folks and different mammals to react rapidly to life-threatening conditions. Epinephrine triggers a cascade of physiological modifications, together with elevated coronary heart fee, speedy respiration, and muscle rigidity.4 Nevertheless, like with caffeine’s unwanted side effects, the physiological responses to epinephrine are usually not very useful in non-life-threatening circumstances like one other cup of espresso whereas attempting to review for a mid-term.

The making of a contemporary power ingredient

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The caffeine paradox impressed Utilized Meals Sciences (AFS) to conduct additional analysis right into a lesser-known botanical known as guayusa (gwhy-you-sah), a holly species native to the Amazon with a singular mix of caffeine and polyphenol antioxidants. Research for guayusa got here on the heels of anecdotal experiences from the native Kichwa folks native to Ecuador and most aware of the plant. One story of “The Evening Watchmen” is informed the place Amazonian hunters would drink guayusa earlier than main their events at evening. It’s stated that whereas guayusa sharpens their consciousness, it additionally permits them to take a seat completely nonetheless with out restlessness. Shopper trials noticed comparable experiences in feeling guayusa as “a calmer, extra targeted power.” To discover this additional, AFS patented its branded AmaTea® natural guayusa extract and started conducting additional medical analysis.

In a double-blind crossover research, topics got 200 mg of caffeine from AmaTea® natural guayusa extract, a inexperienced espresso extract, and an artificial management. One of many research’s goals was to determine the influence of guayusa on sure neurotransmitter features to find out why guayusa is skilled otherwise from different types of caffeine. Probably the most intriguing discovering was that AmaTea® stimulated a considerably decrease improve in epinephrine when in comparison with the management and the inexperienced espresso extract.iii The implications are important in figuring out the therapeutic purposes for AmaTea®.  

Jackson Zapp, VP of Innovation with AFS explains, “It’s fascinating to see present medical proof that helps historic, anecdotal accounts of guayusa. We will begin to determine how this ingredient could assist in our potential to remain targeted and cognitively carry out at larger ranges. Even in sports activities vitamin, we see AmaTea® supporting athletes that need a extra managed efficiency whereas losing much less nervous power. AmaTea® has actual promise for a lot of trendy power purposes right now.”

To additional discover the advantages of AmaTea®, AFS partnered with the College of Memphis School of Well being Sciences to fund a research investigating the influence of useful substances on gaming efficiency. The present research goals to check the results of AmaTea® on numerous measures of cognitive efficiency, temper, motivation, and total gaming achievement. The investigators hypothesize that each AmaTea and caffeine will enhance end result measures greater than placebo, with extra appreciable enchancment famous for AmaTea® because of the specific antioxidant make-up.

Supporting the following wave of power merchandise

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A brand new period of premium high-performance power has taken over. As we speak’s merchandise promise far more than the refined sugar and artificial caffeine of outdated. Customers need clear, pure substances that they’ll belief, however additionally they need extra from their product with larger performance. Manufacturers like Bang, CELSIUS, Reign, C4, GFuel, A-Shoc, Gamer Gasoline, and others are ushering within the newest power section – exhibiting progress that the class has not seen in a long time. Bang alone hovering from $345 million in gross sales within the Spring of 2019 to over $1.1 billion in only one 12 months.5

So, what makes these power manufacturers so profitable? For starters, they provide an assortment of added useful advantages like focus, focus, stamina, nutritional vitamins for eye well being (display time), adaptogens, stress aid, ATP, and amino acids. However it’s value noting they nearly at all times have one thing to deal with jitters. A telling signal that the caffeine paradox is reaching the mainstream degree of client consciousness.

Utilized Meals Sciences is one in every of many ingredient suppliers supporting the brand new wave of power manufacturers, and guayusa completely suits the invoice. 

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“As a useful ingredient provider, we’ve got seen appreciable curiosity in our pure and natural power,” explains John Kathrein, Nationwide Gross sales Director at Utilized Meals Sciences. “Our natural caffeine options in PurCaf® (from natural inexperienced espresso) and PurTea® (from natural inexperienced tea) are nice beginning factors as a result of they contribute to the fascinating clear label and premium power attraction. AmaTea® natural guayusa extract, alternatively, is a patented ingredient consisting of a singular mix of caffeine and polyphenol antioxidants. This premium ingredient supplies a extra nootropic, cognitive power expertise and is in contrast to every other caffeine.”

To be taught extra about AmaTea® natural guayusa extract or different useful substances from AFS, please go to their web site, learn their weblog, or name 1-800-345-9666. 

  1. Fredholm, B. , Battig, Ok. , Holmen, J. , Nehlig, A. & Zvartau, E. Actions of Caffeine within the Mind with Particular Reference to Elements That Contribute to Its Widespread Use. Pharmacol. Rev. 51, 83–133 (1999).
  2. Mayo Clinic 2021. Caffeine: How a lot is an excessive amount of? (
  3. Krieger DR, Kalman DS, Feldman S, et al. The Security, Pharmacokinetics, and Nervous System Results of Two Pure Sources of Caffeine in Wholesome Grownup Males. Clin Transl Sci. 2016;9(5):246-251. doi:10.1111/cts.12403
  4. Harvard Well being, July 2020. Understanding the stress response (https://www.well
  5. Avery, Brad. BevNet Journal April 2020. Let’s Play the Rockstar-Bang Shuffle

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