US – The bottled herbal drink is aimed at reducing the physical consequences of a heavy night of alcohol consumption.
Created by start-up 82Labs, the drink was inspired by founder Sisun Lee’s own experience in South Korea, where late nights of drinking would result in reaching for herbal hangover drinks that were readily available. He returned to the US to find a gap in the market and worked with researchers at the University of Southern California to create a formulation that would prevent the negative side-effects of drinking too much.
The key component is dihydromyricetin (DHM), a flavonoid that is known to improve the liver’s metabolism. Additional ingredients include Korean pear extract, which reduces the amount of sugar and rebalances the amount of vitamin B12 in the body and N-acetylcysteine (NAC), which neutralises toxins in the liver. The combination is designed to detoxify the liver and subsequently reduce any headaches.
82Labs recently introduced Morning Recovery with a more refined formula, after its initial launch last year. The drink epitomises The Optimised Self macrotrend, which examines how consumers are looking for new products and services to hack their biology to help them reach optimal performance.