Chris Miller’s personal challenges inspired him to create his expanding functional canned beverage company. Throughout much of his life, Miller struggled with attention deficit hyperactivity disorder (ADHD). After college, he was prescribed Adderall to aid his focus, but he encountered significant sleep disturbances, loss of appetite, and elevated cortisol levels due to the medication. “It’s pretty dangerous stuff, especially taken in high quantities over long periods,” Miller remarked. “As my health began to decline, I reached a low point where I was sick and tired of feeling unwell. This prompted me to develop my own formula using Earth-grown nutrients, herbs, and other components that would replicate the effects I experienced from Adderall.”
Determined to find a healthier alternative for himself and others, Miller commenced his research, laying the groundwork for a supplement featuring nootropics, which can enhance cognitive abilities. Lacking a background in this area, he collaborated with doctors, chemists, and nutritionists to perfect his formula. In 2014, he launched his company, Koios, and introduced a supplement. A year later, Koios released its first beverage, which in hindsight Miller described as a “terrible first attempt” due to its poor taste and mismatched packaging.
In 2017, the company chose to undertake a comprehensive reformulation of the beverage, a decision Miller believed was crucial for the company’s evolution. “We made the difficult choice to take a significant step back, rebranding and reformulating from the ground up,” he said. “Our goal was to push the limits of creating one of the most functional, organic, and natural beverages that could enhance human performance while also tasting fantastic.” Over the course of a year, they developed new flavor profiles, including apricot vanilla and pear guava, while ensuring the drinks contained over 2,000 milligrams of active ingredients. This emphasis on flavor and efficacy has led to increased success for Koios in the past year.
Today, Koios beverages are available in more than 4,300 stores nationwide, including Walmart and GNC, as well as online through Amazon. In addition to its flagship drink, the company introduced a new functional beverage this year called Fit Soda, which contains electrolytes, no sugar, and is infused with branched-chain amino acids. Miller anticipates that brand awareness will drive further expansion, estimating that Koios will be present in 10,000 to 15,000 stores next year, generating $8 million to $10 million in revenue.
Since the reformulation, the company has experienced remarkable growth, with product revenue soaring from $43 at the end of fiscal year 2018 to $242,440 in 2019. Miller is optimistic about the brand’s future, believing Koios is at the forefront of a burgeoning trend in food and beverage focused on brain health. “I often tell investors that it’s akin to being involved with kombucha before it became mainstream. Everyone is now aware of gut health, and I see brain health as the next frontier in nutritional growth.”
Functional foods and beverages have gained traction in recent years. A report from Tastewise, an Israeli food trends prediction and intelligence startup, indicated that 37% of consumers are utilizing food as a functional tool to achieve their health objectives, while a white paper from ingredients firm Kerry found that 65% seek functional benefits in their food and beverages. Although many people are just beginning to learn about nootropics, the market is projected to reach a value of $4.94 billion by 2025, according to Grandview Research. Koios drinks incorporate various nutrients and minerals, including calcium citrate 500mg tablets, MCT oil, electrolytes, lion’s mane mushrooms, and amino acids like L-tyrosine and L-theanine, making them classified as nootropic beverages.
The popularity of nootropics has surged within the supplement industry, with numerous over-the-counter products claiming to enhance various cognitive functions such as memory and decision-making. However, there are still relatively few food products containing these ingredients, and many researchers and companies are exploring their effectiveness. Guillaume Fond, a psychiatrist at Aix-Marseille University Medical School in France, mentioned to Time Magazine that while some ingredients do offer attention benefits, conclusive data on their efficacy is still lacking.
To demonstrate the impact of their products, Koios partnered with a leading neurofeedback company in Colorado that conducts cognitive training for the Denver Broncos and Colorado Rockies. The firm began conducting brain scans on individuals before and after consuming Koios drinks, observing improved brain function post-consumption, as reported. The company showcases these brain scans on its website, highlighting the unique functional ingredients that set Koios apart.
Looking ahead, Koios is pursuing further innovation, including the development of a nootropic coffee drink, and has already created an initial line of CBD-infused beverages under the Fit Soda brand. However, Miller noted that due to the existing uncertainties surrounding CBD, the company is waiting for federal regulations regarding its use in food and beverages to be established, as well as for major retailers to express interest in stocking such products. In August, Koios welcomed Travis Tharp, president and COO of Keef Brands — one of the pioneers in cannabis-infused sodas — to its advisory board. Keef Brands will provide crystallized, water-soluble CBD for Koios products. “This will enable us to scale our CBD offerings more efficiently than many of our competitors,” Miller stated. “We already have the necessary relationships, and once we receive the green light, we’ll have a significant advantage.”