NOW launches Calm & Focus with Zembrin & GABA dietary supplement for cognitive support

Published: 13-Nov-2023

Experiential formula helps to promote alert serenity, calm focus and improved mental function

PLT Health Solutions has announced that NOW has introduced a new product targeting cognitive support in an increasingly stressed-out world.

Called Calm & Focus with Zembrin & GABA, the formulation features the clinically demonstrated stress reducing, mood enhancing properties of Zembrin to offer consumers fast, effective cognitive support.

Zembrin is a novel, patented, clinically studied extract of the South African succulent plant Sceletium tortuosum.

Zembrin can help give people power over their lives by introducing a sense of calm serenity and alert focus. It is an experiential ingredient that has been shown to start working in as little as 2 hours and is safe enough to be used every day for months.

According to Kim Perkins, Vitamin Brand Manager for NOW, people are increasingly reaching for cognitive support to confront the rigors of the modern-day world.

“The clinical science behind Zembrin shows that it can help give people power over their lives by introducing a sense of calm serenity or alert focus,” she said.

"We also feel our customers will be intrigued by the fact that it is a highly sustainable and socially responsible ingredient. Calm & Focus with Zembrin & GABA features 25 mg of Zembrin and 300 mg of gamma-aminobutyric acid (GABA), which is an amino acid that is known to reduce the stress of everyday life, relieve tension and improve sleep.

NOW launches Calm & Focus with Zembrin & GABA dietary supplement for cognitive support

An ancient remedy improved by modern science

Sceletium has been used as a mood enhancer and stress reliever by the Khoi-San of South Africa, referred to as the world’s first people, with a culture that stretches back more than 20,000 years.

Zembrin has an extensive and forward-thinking clinical science program and has been the subject of a broad range of preclinical work, a full array of safety and toxicity evaluations and five gold standard clinical trials published in peer-reviewed scientific journals.

Studies have shown that a 25 mg per day dose of Zembrin can reduce anxiety-related activity within two hours of administration.

A sustainable, socially responsible ingredient

Sceletium tortuosum is a protected species in Africa and wild harvesting is not sustainable for commercial products. Zembrin innovator, HG&H Pharmaceuticals employs a seed-to-shelf ingredient management program with its specially cultivated Sceletium tortuosum raw materials.

The company is committed to using only cultivated plant material to avoid depleting threatened wild plant stocks and to ensure consistent product quality.

According to Steve Fink, Vice President of Marketing for PLT Health solutions, NOW’s choice of Zembrin shows the company is committed to improving people’s health in socially conscious way.

“Zembrin sits at the nexus of traditional ethnobotany, modern science, sustainability and social responsibility and is a model of how a traditional plant can be transformed into a modern nutraceutical ingredient to help people live happier, healthier lives,” he said.

“We’re excited to partner with NOW and for the help this product will bring to their customers,” he added.

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