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NEU+ brings nicotinamide riboside, TMG and vitamin C together in a small daily shot. For gyms, supplement shops and wellness retailers, it offers a way to introduce customers to the NAD+ category in a convenient format.
But what exactly is NAD+, why are researchers interested in it, and where could NEU+ fit into your business? Here’s a closer look at the ingredients, the science and the selling points.
NEU+ is a 60ml ready-to-drink food supplement made in the UK. It contains no caffeine or stimulants and requires no mixing. The brand recommends one shot daily, ideally in the morning.
Each shot provides:
Although NEU+ sits within the NAD+ category, its featured ingredient is NR: a precursor the body can use to make NAD+.
That distinction is worth understanding. NEU+ is not simply a bottle of NAD+. Instead, it supplies NR, which enters the body’s own pathways for producing NAD+. That gives staff a simple way to explain the product when customers are familiar with the term NAD+ but are less clear on how supplements in the category actually work.
NAD+ stands for nicotinamide adenine dinucleotide. It is a molecule involved in the reactions through which cells process energy, alongside roles in cellular maintenance.
NR is a form of vitamin B3 that feeds into the body’s NAD+ production pathways. This is the scientific rationale behind including it in the formula.
NEU+’s science report, written by Matthew Balkin RNutr, explains how NAD+ and NADH help transfer electrons during energy metabolism. This contributes to the production of ATP, the molecule cells use to power their activities.
This is likely to be one of the first questions customers have when they start reading about the category.
Products in the NAD+ supplement space commonly use precursors such as nicotinamide riboside rather than relying on NAD+ itself. NR can be used by the body as part of its own NAD+ production pathway, which is why it is the ingredient at the centre of the NEU+ formula.
For staff, the easiest explanation is simply:
“It contains NR, which your body can use to produce NAD+.”
That is much easier for a first-time customer to understand than jumping straight into the more technical biochemistry.
NAD+ supplements are attracting attention as interest in healthy ageing, longevity and cellular health reaches a wider audience. Social media, wellness coverage and research into NAD+ precursors have helped bring a once-specialist topic into everyday supplement conversations.
In The New Consumer and Coefficient Capital’s 2026 US consumer survey, 53% of Gen Z and Millennial respondents had heard of NAD or NMN supplements. However, 24% said they were unsure what they actually do. For stockists, that highlights an opportunity to help customers understand the category.
Much of the appeal comes from NAD+’s role in cellular energy production and the activity of enzymes involved in cellular maintenance. Researchers are investigating whether increasing its availability through precursors such as nicotinamide riboside, or NR, could translate into benefits for metabolic health, physical function and healthy ageing.
Human studies show that NR can raise blood NAD+ levels. Some trials have also reported promising results in specific groups, including improved walking performance in people with peripheral artery disease.
For gyms, supplement shops and wellness retailers, the trend creates a reason to start a conversation with customers exploring the category.
NEU+ offers an accessible format for that conversation: a caffeine-free daily shot containing NR, TMG and vitamin C. It gives customers who have heard about NAD+ a straightforward way to enter the category without capsules, powders or more complicated formats.
NEU+’s formula combines ingredients with different biological roles.
NR provides a precursor for NAD+ production. It is the ingredient at the centre of the product’s positioning and the human research discussed above.
TMG acts as a methyl donor. This means it supplies chemical groups used in metabolic reactions. NEU+ describes its inclusion in relation to methylation and NAD+ turnover.
Vitamin C provides established nutritional support. It contributes to normal energy-yielding metabolism, the reduction of tiredness and fatigue, and the protection of cells from oxidative stress.
There is also some useful context behind the amounts used. NEU+ provides 80mg of vitamin C per shot, which is equivalent to 100% of the adult nutrient reference value.
The Food Standards Agency’s authorised novel food register also permits nicotinamide riboside chloride in food supplements at up to 300mg per day for the general adult population, excluding pregnant and lactating women. NEU+ lists 300mg of NR in each daily shot.
For customers who like to understand exactly what they are buying, those details give staff another useful layer of information beyond simply listing the ingredients.
The small bottle could easily make customers assume NEU+ is another high-caffeine energy shot, but it sits in a very different category.
NEU+ contains no caffeine or stimulants. It is designed as a daily wellness supplement rather than a product intended to provide an immediate stimulant hit.
That distinction is commercially useful because it means the product does not have to compete directly with traditional energy shots. It can instead sit alongside vitamins, daily wellness supplements, recovery products or other premium functional products.
For gyms in particular, that gives you another option for customers who are interested in energy and performance but do not necessarily want another caffeinated product.
Ingredient education is important in a developing supplement category, but product quality is just as relevant.
NEU+ is Informed Sport Certified, with the brand stating that every batch is independently tested for banned substances and impurities before release.
For gyms, supplement shops and businesses serving athletes, that is a valuable selling point. Informed Sport is already recognised by many performance-focused customers, so the certification can provide extra reassurance around quality control and banned-substance testing.
It can also make conversations easier with customers who are cautious about trying unfamiliar supplement categories. Rather than relying solely on the claims made by the manufacturer, staff can point to independent batch testing as an additional quality signal.
NEU+’s ambassador line-up includes former professional boxer Johnny Nelson and HYROX athlete Kate Davey. Their involvement connects the brand with people whose sporting backgrounds make training and everyday routines familiar subjects.
Johnny Nelson has publicly supported NEU+, including attending its Harrods launch and discussing the brand with his audience. Kate Davey also features in the brand’s ambassador programme and customer-experience content.
For stockists, ambassador involvement can provide another point of familiarity when customers encounter a relatively new category, although the product should still be sold on its ingredients, format and verified information rather than celebrity association alone.
The 60ml format gives NEU+ another practical advantage for stockists: it takes up very little space.
For gyms and specialist stores, a small countertop display can introduce a completely new category without replacing a large number of existing products. It can sit near reception, beside daily supplements or within a wider functional wellness section.
That makes the product relatively easy to trial. Businesses can start with a modest quantity, track customer questions and repeat sales, and then expand the space allocated to the category if demand develops.
Reception counters provide space for a small display and a conversation with existing members. Positioning it within a daily wellness range helps customers understand how it fits alongside the other products you sell.
The caffeine-free positioning and Informed Sport certification are also particularly relevant here. They give staff two simple points of difference when customers compare NEU+ with conventional energy shots or performance supplements.
These businesses can give customers time to ask about NR, compare formats and understand the ingredients. An informed conversation is particularly useful for shoppers discovering the NAD+ category for the first time.
The product also gives specialist retailers something relatively different from the more established protein, creatine and vitamin categories, potentially helping create conversations around newer areas of wellness.
A modest trial range could complement an existing retail offer aimed at adults who buy wellness products. Start with a manageable stockholding and use customer feedback to judge interest.
The compact shot format also means the product does not require a large amount of retail space, making it easier to test demand without committing a significant section of the fixture.
The small bottle lends itself to a compact display, although the product may need more explanation than a familiar soft drink. Clear shelf information and visible pricing can help customers understand what they are buying.
Rather than positioning it beside conventional high-caffeine shots alone, consider giving it some context through wellness or functional-drink merchandising.
A dedicated product page gives you room to explain the ingredients, recommended use and research in more detail. FAQs can address common questions, including whether the product contains caffeine and the difference between NR and NAD+.
Online product pages are also a useful place to explain Informed Sport certification and give customers access to more detailed ingredient information before purchase.
A wellness or daily-supplement display provides context. Place a short ingredient explanation nearby, and make the serving size and price easy to see.
The term NAD+ may attract attention from customers already interested in the category, but it needs a plain-English explanation for those encountering it for the first time.
The Informed Sport logo or a short note explaining the independent testing can also provide an immediate trust signal.
Customers may see the 60ml format and assume they are buying a conventional energy shot.
Make it clear that NEU+ is caffeine-free and stimulant-free. That immediately helps separate it from traditional energy products and gives the customer a better understanding of where it fits into their routine.
Sampling can introduce the taste and serving size where practical. It helps someone decide whether they would enjoy taking the product, although a sample cannot demonstrate a long-term health benefit.
Keep the conversation focused on their preferences and the verified product information.
Where your pack formats allow, offer single bottles for trial and multipacks for customers who choose to continue.
The daily-use format creates a potential replenishment opportunity. Track sales, repeat purchases, customer questions and wastage to understand whether that opportunity translates into demand in your business.
NEU+ is worth considering for businesses with customers interested in NR, NAD+, functional wellness and convenient daily supplements.
The category is still relatively new to many customers, which means education is important. But that also creates an opportunity for stockists who can explain the product clearly and also give them the opportinity to stand out with something new.
