SIMPLIFYING TECH: HVMN Ketone
While scrolling through Twitter today, I came across Niv Dror’s post about HVMN’s Ketone Ester Drink. I was immediately intrigued and naturally had a lot of questions…
What is HVMN?
HVMN (pronounced “human”) is a start-up, formerly know as Nootrobox (remember GO Cubes on Shark Tank and their $40M valuation?? I do!) Anyways, the newly rebranded HVMN manufactures and sells a ketone ester drink and several nootropics products.
What are nootropics?
Nootropics, also known as “smart drugs” or “cognitive enhancers” are drugs or supplements that can improve cognitive function.
What are Ketones?
According to Biology Dictionary, “Ketone bodies, or simply ketones are substances produced by the liver during gluconeogenesis, a process which creates glucose in times of fasting and starvation. There are three ketone bodies produced by the liver. They are acetoacetate, beta-hydroxybutyrate, and acetone. These compounds are used in healthy individuals to provide energy to the cells of the body when glucose is low or absent in the diet.”
What is HVMN Ketone?
HVMN Ketone is a clinically validated drink made of ketone ester that can be used to improve training, recovery, and performance.
“Each pocket-sized bottle of HVMN Ketone contains a full single serving of 25g pure ΔG™ Ketone Ester.” (HVMN)
Drinking the product can lead to improved cognitive ability, 2–3% improved endurance performance, 50% lower lactate, and 28% in muscle working efficiency.
How much does it cost? / Where can I get it?
You can currently purchase HVMN Ketone on their website or Amazon in packs of 3 ($99), 12 ($389), or 36 ($1,149). That comes out to approx. $30. At first, I thought that was quite expensive but then realized I pay $37 every time I go to SoulCycle. After that realization, the price seemed completely reasonable.
Who is their target audience?
According to HVMN, the ketone ester is “for any athlete dedicated to achieving ambitious goals. HVMN Ketone can be used in training or on game day — whenever you need to perform your absolute best.”
I’m also picturing coders during hacking marathons?
Who’s backed HVMN?
Andreessen Horowitz (lead) , Marissa Meyer, Mark Pincus, and Arjun Sethi.
Other investors include Tony Hsieh, Joe Montana and US Navy SEAL Rear Admiral (ret.) Alex Krongard.
Who is behind this idea?
Along with research from Professor Kieran Clarke of the University of Oxford and Dr. Richard Veech of the National Institutes of Health.
How did they come up with this idea?
Research started as a part of DARPA’s grant in the early 2000s to investigate super fuels for soldiers. The following 10+ years were marked with further research and funding ($60M) at the University of Oxford, in partnership with the National Institutes of Health.
What is it made out of?
The drink has 120 calories and its ingredients include: Water, D-betahydroxybutyrate Ester (ΔG® Ketone Ester), Stevia Leaf Extract, Natural Flavors, Malic Acid, Potassium Sorbate & potassium Benzoate. It has 0g of fat, sodium, carbohydrates and protein.
Are there any downsides/side-effects?
Apparently, it tastes pretty gross but what did you expect?
Geoff Woo (founder of HVMN) was quoted saying “If there’s a downside, it is kind of crazy tasting.”
Bonus fun fact?
HVMN has a podcast! Available on iTunes / Spotify / Youtube
Finally, I’ll leave you with this…
Thank you for letting me simplify tech for you today. If you enjoyed this piece, please click the 👏button below to recommend it.
If you want me to write about your business/startup or just want to recommend a topic for a future post —
Contact me on Twitter Vicky Flores Najas
P.S.: If anyone from HVMN is reading this, I’d love to try your product and write a review!
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