A study published in the British Medical Journal of January 2012 has concluded that age-related cognitive decline begins much earlier than expected: by our mid-40s. Even more distressing, this decline can progress at very unpredictable rates. Scientists have identified that acetylcholine, a key neurotransmitter, is responsible for forming new connections and strengthening neural pathways in the brain. In other words, it keeps your mind sharp. However, persistently low levels of this key neurotransmitter places you at risk. Without healthy levels of acetylcholine, the brain can physically shrink; at which point, the damage can be very difficult to repair.




Modern technology denies crucial exercise to certain areas of our brains in two important ways, causing it to atrophy over time. We are exposed to numerous sources of stimulation which constantly disrupt our production of acetylcholine. Likewise, we no longer need to remember phone numbers, addresses, dates, or even basic navigation because our phones have replaced our memories. Both of these factors train your mind to forget and place you at risk for earlier onset of cognitive decline.

To test the product's effectiveness, Princeton Consumer Research performed a placebo-controlled clinical trial in which the International Shopping List test was administered at different intervals at baseline, after 2 weeks, and after 30 days. The ISLT is a standardized short-term memory test consisting of a list of random grocery items which must be memorized and reproduced within a limited time frame.