It’s been one of the top trending products overseas and now Noobru has finally hit America! The cognition drink which Olympic athletes, parents and other stars are all drinking is now available here thanks life and bio-hacker Martyn Cook, who is one of the masterminds behind the product that is designed to be added to your water and help boost your focus, concentration and memory.
We spoke with Mr. Cook to find out more on the American launch of one of this season’s must-have items.
1. Tell us about NOOBRU for those who may not know?
I’ve long been a believer and practitioner in Life/Bio-Hacking — with the goal of getting more output for the same amount of input. When I stumbled across Nootropics, over a decade ago, it was an exciting new world – the thought of being able to get more out of your brain, every day – wow! The possibilities felt endless.
This path had me experimenting, like a human guinea pig, with all kinds of Nootropics – gradually learning the pros and cons of each – leading to formulating a perfect (at least for me) ’stack’ (this is the name given to a combination of different ingredients taken together).. Most days I was taking a fist full of different nootropic pills, which isn’t a fun experience. It was time consuming to open all the pill bottles, and the dose of each nootropic was limited by whatever amount was in the pill.
I then began to learn that actually pills aren’t very efficient, studies have shown that as much as half of what you take in pill form isn’t actually absorbed – it just becomes expensive urine. Whereas in liquid form, we can absorb almost 100%!
This was the beginning of the journey for me – I teamed up with a medical doctor and our phenomenal COO and Co-Founder – Judith Lockhart, and set out to make a better nootropic, the perfect, safe amount of effective ingredients that are consumed as a drink, taste delicious and work together to give you an advantage. I opted to serve them in eco-friendly, single-serve sachets so they were super convenient and easy to take with you on the go.
2. What separates your drink powder formula from others on the market?
First off, I commend any brands that have gone the drinkable route for their supplements – it’s a much more effective means of consuming nutrients. Our focus was on creating a safe and effective supplement drink that tastes amazing! We didn’t want it to taste like medicine, or have any nasty taste at all – we wanted it to be as delicious as the drinks we consume for please – and we’re immensely proud of what we’ve created – it’s delicious! In addition to that, we wanted Noobru to be eco-friendly, so all of our packaging is completely plastic free. We wanted Noobru to be convenient, so we sell it in single-serve sachets that are easy to throw in your pocket or bag and bring with you. Lastly, but SO importantly – we, as a business, wanted to make a real difference in the world with our brand. So, Noobru has had a charitable component baked in from the very beginning. With every purchase, we fortify the meals of at least one child, for at least a year. We’re taking on the global malnourishment problem, which affects 2 Billion People. Our mission is to fortify 1 Billion Meals by 2025 – that is our core focus right now, but I’m excited to set our sights on challenges such as Climate Change, and plastic production — for the latter, we are already a zero-plastic company – our products are all packaged in eco-friendly materials. That’s on top of helping our customers, (currently spanning 50 countries) find success with whatever it is that is important to them – Work/Professional Life, Competition, Study and Exams or combating age-related mental decline.
3. Why is it important to you to have your products now available in America?
We’re on a mission to help people all over the world both through the cognitive benefits our customers get from consuming Noobru as well as through our charitable mission to Fortify 1 Billion Meals (for Malnourished Children) by 2025.
America is such a key area – full of ambitious people, looking for that edge, that advantage that will help them compete and win in such a highly competitive, high achieving area – there is a lot of opportunity for us to help a lot of people in America.
This is actually why we recently opened up a fulfilment centre in Arizona – we want our American customers to receive their order as fast as possible – so we’re delighted that it now typically takes less than 2 working days for our friends in America.
4. What about the American marketplace has been the most challenging thus far?
We have found the American marketplace to be very accepting of the products we’re offering as well as our charitable mission. This might be simply good fortune or it may be that I have learnt a lot from the many successful American Entrepreneur founders I’ve interviewed on our podcast – The Smarter Destiny Podcast – we interview founders of interesting digital businesses and uncover their successes and failures – ultimately so we can learn from their story and journey. In addition to the podcast, I have actually written a book about rapidly scaling your e-commerce business – it’s called the 1% Secret – and it too is filled with advice from American Entrepreneurs – in fact, the foreword was from one of the original “Sharks” of ABC’s Shark Tank, Kevin Harrington, who is a very inspiring American Serial Entrepreneur.
5. With COVID-19, everyone is more health-conscious and looking for ways to build their immunity and other areas related to health. What specifically will your drink do for someone in regards to health and getting someone’s body prepared?
When Covid hit, we knew we needed to step up and do our part to help. For us, that meant working closely with our in-house Doctor and formulating a powerful immunity support, nootropic drink — We launched it in May this year – it’s called Noobru Shield and we’re so proud of how it came out. The thinking was that if we could combine ingredients that support the immune system, with ingredients that enhance the performance of the brain – we’ve created something pretty remarkable. I imagined a product that you could quickly drink, if you were feeling under the weather, or otherwise wanting to take precautions – that not only leaves you feeling great (and protected) but actually helps you crush the day. We actually received a large wholesale order request from a German hospital just 2 weeks after launching it – that felt really good.
6. Are you working on other formulas to launch in the future?
Our focus is on creating ‘functional drinks’ – that taste delicious, benefit some aspect of your brain – Motivation, Focus, Endurance, Memory, Recall, Creativity – and that can fit into the daily routines of our customers immediately. We’ve got some exciting products lined up that we are convinced will be game changers for our customers who use them. We have a host of game-changing products coming up, all will have brain boosting elements, but more than that – they will each benefit an important area of your ’bodily health’ – join our newsletter if you want to be in the loop with these developments 😉
7. What have people who have used NOOBRU been saying?
It has been deeply warming to hear the true accounts of our customers and their feedback about Noobru. Overwhelming the feedback is that Noobru Advantage is “delicious” and has become a part of the daily habits and routines of our customers – who span over 50 different countries. What is even more encouraging is that a large percentage of our first time customers, who have ordered a 1 months supply, come back and re-order a much larger 3, 6 or 12 month supply – we feel that this is the best feedback we could possibly receive – our customers are voting with their wallets.
8. On a personal note: Where in America are some of your favorite spots to travel to when you can?
I truly love travelling to America and have some wonderful memories in California (San Diego, San Francisco), Nevada (Vegas), Illinois (Chicago), Georgia (Atlanta), Texas (Dallas) and Florida (Miami) – in each area I met amazing people and found everyone to be so friendly. I may need to work on my accent though, as apparently I sound Australian… As a foodie, I absolutely love sampling new dishes in new areas and have had really memorable meals in the US – I am really excited for the time in the future when we can travel again.
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