Nootropic Lab Upgrades "Pure Focus" with Newly Designated Essential Nutrient 'Choline'

Reflecting the Revised 2025 Korean Dietary Reference Intakes (KDRIs)

Nootropic Lab announced on November 19 that it has completed an upgrade of its products by actively incorporating choline, a nutrient newly included in the recently revised "2025 Korean Dietary Reference Intakes (KDRIs)" announced by the Korean Nutrition Society.

The Korean Nutrition Society included choline as a new essential nutrient in the 2025 KDRIs, which were released this month. Choline is known as a substance necessary for the synthesis of the neurotransmitter acetylcholine and has been reported to play a role in cognitive and neural functions as well as metabolic processes. However, there have been ongoing discussions in academia about the need for supplementation, as it is difficult to obtain sufficient choline through a typical diet alone. This revision marks the first time that the role of choline has been officially defined in Korea's nutritional standards.

Image of Nootropic Lab product 'PureFocus'. Nootropic Lab

In response to these changes, Nootropic Lab explained that it has newly adopted "VitaCholine," a choline ingredient brand from the U.S. company Balchem Corporation, and has also adjusted the content of ingredients that help with energy recovery in its existing formulations. VitaCholine is a choline product developed by Balchem, a U.S. healthcare ingredient company, and is known to have relatively high recognition in the U.S. market.

Lee Jungwoo, CEO of Nootropic Lab, stated, "The decision to incorporate choline into our products aligns with our commitment to 'science-based smart drinks.' Through this product upgrade, we aim to further differentiate ourselves from conventional energy drinks and evolve into a product that supports qualitative improvement in brain function, which is favored by consumers."

Meanwhile, Nootropic Lab has developed and is selling "Pure Focus," a zero-caffeine nootropic beverage. Pure Focus has been expanding its consumer touchpoints mainly through online channels and, based on its product competitiveness, is also available in major distribution channels such as Hyundai Department Store, Shinsegae Department Store, and the official Olive Young online mall.