September 28, 2021

UK high street first as Holland & Barrett lists energy supplement specifically for gamers

Wellness giant Holland & Barrett has launched the UK’s first ever high-street listing for a supplement developed especially for gamers – Beyond NRG. Whilst the store is famous for listing health supplements, this industry first sees the Holland & Barrett website create an entire new category dedicated to gaming, taking the idea of energy supplements for gamers to an entire new level.

The specialist gaming products will be appearing on shelves in 375 stores across the UK, just under half of the entire Holland & Barrett estate. Launching with two core flavours from their range, shoppers will find both Blue Raspberry Lemonade and Strawberry, Watermelon and Lime in store, with a further three flavours available for online purchase: Wild Forest Fruit, Honeydew Melon, Grape & Raspberry and Mango, Pineapple & Blood Orange.

Carefully developed by the scientists at Beyond NRG, the drink (which comes in powdered form, similar to traditional health supplements) puts health and focus to the top of the agenda – a far cry from traditional high sugar, synthetic caffeine carbonated alternatives that have been widely used by gamers up until now.

Beyond NRG contains a unique nootropic stack alongside a series of natural ingredients that are known to improve blood flow, enhance cognitive function, reduce stress and relieve anxiety, all things essential when competitively gaming over long periods of time, keeping players focused and level-headed.

This comes as a recent study (conducted by Beyond NRG) appears to be showing a new stance on good health and gaming, as more believe that the two should go hand in hand – breaking through industry stigma’s surrounding junk food and sugary drinks. Nearly three in four (73%) of those questioned believed that if you nourish your body the correct way, your mind will become more receptive, which could potentially improve your gaming capabilities. Whilst nearly a quarter (23%) would take a specialist supplement if they thought it could improve their gaming.

The study shows a shift in public perception towards the industry, which has been fuelled by the global lockdown, causing a huge spike in gaming during 2020 and a rise in programmes such as Fight for First: EXCEL esports on BBC iPlayer this year.

To support this theory even farther, global publication Sports Illustrated has just featured esports team FaZe Clan on their cover this month, propelling a team of gamers to the forefront of the global (traditional) sports stage – under the headline “How the Gaming, Streaming, Content-Creating Giant FaZE Clan Is Redefining What It Means To Be a team”.

Billy Webb, Founder and CEO of Beyond NRG, explains: “We are seeing an incredible difference in how people view esports this year. There is a billion-pound global supplements industry all targeted towards fuelling your body for physical sports – but limited options that fuel mental performance for this ever-growing category.  

“We wanted to create a drink that genuinely helps people compete, along with putting nutrition at the forefront of their minds. With a rush of natural energy, zero crash and more importantly, a range of vitamins and minerals, Beyond NRG can give players their recommended daily intake in just two scoops!”

The research conducted last month, reported that nearly three quarters (71%) of respondents think that gaming is being taken more seriously than ever before, with just under half (47%) labelling esports gamers as celebrities. When questioned 43% knew who famous YouTube streamer Pewdiepie is, yet only 21% knew who global supermodel Winner Harlow was.

All Beyond NRG products are sugar free, have less than 20 calories per serving, contain no artificial colours and are suitable for vegetarians. 400g tubs (40 servings) for £34.99 are now available online and in store at www.hollandandbarrett.com.