US-based sports nutrition brand Xendurance has announced the launch of Focus Pouches, a new nootropic product designed to enhance mental clarity and concentration for athletes.
The launch, taking place this month, sees the company introduce a discreet delivery method for cognitive-enhancing ingredients (nootropics) without the use of nicotine or tobacco.
Xendurance, which has operated in the sports nutrition sector for over 20 years, developed the pouches to serve athletes in high-pressure disciplines such as marathon running, CrossFit, HYROX, and triathlon. The company noted that the product is intended to provide a ‘mental edge’ during training and competition without the side effects often associated with stimulants, such as jitters or subsequent energy crashes.
The pouches contain a proprietary nootropic blend including Alpha GPC, which is claimed to support memory and concentration. Other ingredients include L-Theanine to promote calm mental clarity and alleviate stress, and L-Tyrosine to boost alertness. Each pouch also contains 30mg of caffeine to sustain energy levels and elevate mood.
Jason St Clair, CEO of Xendurance said “Just tuck a pouch under your lip for discreet, convenient delivery – perfect pre-workout for mental prep, mid-session to stay dialled in, or during competition to keep your cool.”
The product is designed to be tucked under the lip, allowing for the absorption of the active ingredients through the oral mucosa. This format is increasingly used in the sports industry as an alternative to traditional energy drinks or gels when a quick cognitive boost is required.
The Focus Pouches are available in a mint flavour and are sold in cans containing 20 pouches. In the US, the product is priced at US$37.95 for a pack of five cans.
