Founded about two years ago by Peter Nguyencong and others, Advanced.GG has its roots in the gaming space. The company’s flagship product is called Focus, but they also have a stimulant-free product called Chill, which is “almost as popular”. Speaking with NutraIngredients-USA, the company’s CMO Eric H. said another product is in the pipeline, with a couple more under discussion.
For the moment, the product is direct-to-consumer via the company’s website, but they will be “working with bodybuilding.com very soon”, and in-store in US retail soon, too.
The US esports/ gamer category is dominated by G-Fuel. “We’re quite a bit behind them, but we’re going in our own direction,” said Eric.
Advanced.GG is putting the ingredients front and center on its labels, and one ingredient in particular: Nutrition 21’s nooLVL.
The company’s Focus products are built around Nutrition 21’s nooLVL ingredient, which has been studied specifically in an esports setting (Tartar et al. Nutrients, 2019, 11(10), 2326).
“We met Nutrition 21 before the ingredient was launched,” said Eric. “We met them early on and learned that they had studied the ingredient in an RCT in e-sports athletes. It was perfectly in-line with our values as a company.”
But it’s not all about nooLVL. The Focus product also contains alpha-GPC, lutein (for eye health), choline, natural caffeine, astaxanthin, huperzine A, a bunch of essential vitamins, and other bioactives.
Flavor co-branding
Speaking with NutraIngredient-USA, Joshua Schall of J. Schall Consulting explained that a key challenge for brands wanting to break into esports is the community itself, which is willing to support other eSport companies, versus coming from the outside.
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May 13, 2020 at 10:24PM
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Advanced.GG puts Nutrition 21's nooLVL front and center in esports category - NutraIngredients-usa.com
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