Olly gets ‘Brainy’ with new cognitive supplement line

When Retail Brew spoke with Olly’s new CRO, Bryan Ferschinger, in January about the brand’s innovation pipeline, he could only vaguely preview the 10-year-old vitamin brand’s move into the “cognitive space.”

Today, that innovation is coming into focus—literally—as the Unilever-owned company debuts a new cognitive supplement range for adults, teens, and kids, adding to its wide product portfolio addressing areas like stress, sleep, immunity, and complexion.

The five-product Brainy line, nootropic (or cognitive enhancing) supplements made to address memory, creativity, motivation, and attention will be available at Target and on Olly’s website on April 8.

Brainy Chews, marketed to adults, are individually wrapped Starburst-like chews, diverging from its typical gummy vitamin products, offered in three “Thinker” varieties: Cognitive (made with Thai ginger), Chill (with L-theanine and magnesium), and Energized (featuring 70mg of caffeine per chew). Each is sold for $19.99 per 20-serving package. For kids 4+ and teens, the company offers Brainy L’Olly Pops in two options: Focus Buddies (featuring a nootropic nutrient called cognizin citicoline) and Mellow Buddies (with L-theanine), costing $17.99 for 25 servings.

Mind of its own: Punam Patel, VP of product at Olly and SmartyPants Vitamins, told Retail Brew the line was inspired by positive feedback for its Laser Focus gummies, as well as the growing consumer interest in cognitive health. It particularly saw a gap in the market for fast-acting products, and those marketed to kids. The products differ from other cognitive health supplements in that they’re “acute-acting,” Patel said, taking effect in 30 to 60 minutes.

“The biggest challenge, of course, is, when you are providing ingredients that need to be an efficacious dose, you need to balance it with the sensorial experience,” she said.

With the Brainy products, which Patel estimated were in development for a little over a year, Olly aimed to be “efficacious…but fun,” with individually wrapped products designed for on-the-go use, differentiating them from other powders and capsules on the market. The company created a lollipop to offer an easy way for kids to take the full dose, whereas many other children’s focus supplements come in a chewable format.

The goal with this and future launches is to drive “meaningful change” for consumers, Patel said.

Olly is part of Unilever’s Health & Wellbeing business, alongside brands like SmartyPants Vitamins and Nutrafol. In February, the CPG giant reported that the unit delivered double-digit, volume-led growth in Q4.