Reckitt Shaking Up Brain Health Market With Neuriva Dietary Supplement And Mobile App Launch In US
Based on a patented coffee bean extract, the 'clinically proven' Neuriva brain health supplement is being launched by RB onto the US market. The firm has also developed a mobile app to complement the supplement with tailored brain training programs.
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Settlement in Southern District of Florida federal court includes a consolidated class action complaint against UK firm’s US businesses comprising cases in Florida, New York and California – filed in 2020 over statements the products were “clinically proven” to improve “brain performance” including focus, memory, learning, accuracy, concentration and reasoning.
Thanks to coronavirus-related wellness trends, the UK's vitamins and mineral supplementns market is set to be worth $664m by the end of the year, according to Mintel. But to make sure this increased demand is here to stay, consumer health companies need to leverage the power of digital to help consumers establish long-term supplementation habits into the future.
Reckitt will work with former Sanofi partner ResApp to develop a consumer app which can diagnose common respiratory issues. The partnership represents RB's latest move into the digital space for its Health business.