Beyond the Bean: How Brew Shockalaka Uses The Coffee Fruit Other Brands Throw Away

Brew Shockalaka uses the whole coffee fruit, not just the bean. CognatiQ increases BDNF 143% in 60 minutes, paired with caffeine, L-theanine, NALT, and theobromine. Zero sugar nootropic RTD with clinical doses.

The ready-to-drink coffee market hit $33 billion in 2022 and is projected to reach $53.5 billion by 2032. Walk into any convenience store and you'll find dozens of options: Starbucks Frappuccinos, bottled lattes, cold brew cans, and energy coffee hybrids. Most follow the same playbook: brewed coffee, milk or cream, sweeteners, and maybe some B vitamins if you're lucky.

Here's what they're not telling you: conventional RTD coffee only uses about 20% of the coffee cherry. The vibrant red fruit surrounding the bean gets discarded as agricultural waste, taking with it a distinct phytochemical profile that never makes it into your morning beverage.

Max Fairchild, founder of Brew Shockalaka, saw the gap in the market and the waste in the supply chain. While competitors were tweaking flavor profiles and protein content, he built a functional coffee beverage around an ingredient most brands ignore: the whole coffee fruit.

This isn't about adding another flavor variant or bumping up caffeine content. It's about fundamentally rethinking what an RTD coffee can deliver when formulation starts with cognitive enhancement rather than convenience alone.

A Shockwave to the Coffee Beverage Status Quo

Most ready-to-drink coffee products deliver three things: caffeine, calories, and convenience. Starbucks Frappuccinos pack 46 grams of sugar into a 13.7-oz bottle alongside 110mg of caffeine. The newer "protein cold brew" category adds 15 grams of protein but still relies on sweeteners and minimal functional ingredients beyond basic macronutrients.

Industry reports confirm the pattern. According to Food Business News, RTD coffee innovation focuses on:

• Cold brew processing for lower acidity
• Protein additions (casein, whey) for satiety
• A2 milk for digestive tolerance
• Sugar reduction using stevia or monk fruit

We Don't Need More Milk - We Need More Nootropics

The cognitive angle remains largely unexplored. Some brands add B vitamins or generic "energy blends," but these represent label decoration rather than formulation strategy. The ingredients rarely appear at clinically meaningful doses, and the combinations lack the synergistic design seen in dedicated nootropic supplements.

This creates an opening for products that treat coffee as a delivery vehicle for comprehensive cognitive support rather than just a caffeine source with palatable taste.

In this article, we talk about how Brew Shockalaka is using more of the coffee fruit, thanks to a key ingredient in the formula that you won't find in other coffee beverages. Before jumping in, check out PricePlow's prices and availability, and then let's get into the science:

CognatiQ: Beyond the Bean

The coffee cherry contains two distinct components: the familiar bean at the center and the vibrant red fruit surrounding it. Standard coffee production roasts the beans and discards the fruit, throwing away a concentrated source of polyphenols, chlorogenic acids, and procyanidins that never survive the roasting process.

The Whole Fruit Advantage

CognatiQ extracts the entire coffee fruit using a process that preserves these heat-sensitive compounds. The result: a standardized whole coffee cherry extract containing 40% chlorogenic acids alongside procyanidin dimers, catechins, and quercetin glycosides.^[1] This polyphenol profile differs fundamentally from roasted coffee beans or green coffee extracts, which lack the fruit's unique phytochemical composition.

The distinction matters. When researchers tested whole coffee fruit extract against green coffee bean extract, caffeine powder, and grape seed extract, only the whole fruit extract produced significant neurological effects.^[1]

BDNF: Neuroplasticity Support

Brain-derived neurotrophic factor (BDNF) functions as growth fertilizer for neurons. This protein drives neuroplasticity by promoting neuron survival, strengthening synaptic connections, and supporting the formation of new neural pathways.^[2] BDNF levels naturally decline with age and stress, which correlates with reduced cognitive performance and increased risk of neurodegenerative conditions.

CognatiQ stimulates endogenous BDNF production rather than supplying the protein directly. Within 60 minutes of consuming 100mg of whole coffee fruit extract, plasma BDNF levels increase by an average of 143% compared to baseline.^[1] This effect sustains for at least two hours after consumption and occurs specifically with the whole fruit extract, not with regular coffee, caffeine, or isolated coffee bean compounds.

Study participants showed a notable spike in brain-derived neurotrophic factor within one hour of consuming 100mg of whole coffee fruit concentrate, with the effect substantially outperforming both placebo and regular brewed coffee. This neuroplasticity marker remained elevated for two hours after supplementation.^[2]

The mechanism remains under investigation, but research suggests the unique polyphenol composition of the whole coffee fruit triggers BDNF release from cells throughout the body, including platelets and peripheral blood mononuclear cells.^[2]

Clinical Evidence

The BDNF research established CognatiQ's neuroplasticity support, but does that translate to measurable cognitive benefits? A 2023 randomized, double-blind, placebo-controlled crossover study tested exactly that question using the same 100mg dose found in Brew Shockalaka.^[3]

Seventy-two healthy adults completed cognitive performance batteries at baseline and again at 60 minutes post-consumption. The 100mg dose improved performance on cognitively demanding tasks during the acute testing window, suggesting the BDNF increase corresponds with functional cognitive enhancement rather than just biochemical changes visible in blood work.^[3]

Participants taking 100mg of whole coffee fruit extract demonstrated measurably better accuracy on cognitively demanding tasks at the 60-minute mark compared to those given caffeine alone or placebo. Performance benefits peaked within the first hour before gradually returning toward baseline levels.^[3]

Brew Shockalaka uses this clinically-studied 100mg dose, positioning CognatiQ as the neuroplasticity foundation for the complete nootropic stack. While caffeine and L-theanine deliver immediate focus and theobromine extends energy, CognatiQ works at a deeper level by supporting the brain's capacity to form new connections and maintain existing neural networks. No other ready-to-drink coffee on the market contains this ingredient at clinical doses.

The Synergistic Cognitive Stack

CognatiQ provides the neuroplasticity foundation, but Brew Shockalaka's formula extends well beyond a single ingredient. The complete nootropic stack works through complementary mechanisms, addressing multiple aspects of cognitive performance simultaneously.

You can learn the details in our article on the Brew Shockalaka ingredients, but the synopsis is below:

• L-Theanine and Caffeine: The Classic Pairing

  

  Brew Shockalaka's formula explained: 500mg NALT for neurotransmitter support, 100mg CognatiQ (143% BDNF increase), 200mg caffeine with 100mg L-theanine (2:1 ratio), plus theobromine and MCTs. Every ingredient clinically dosed. Zero sugar, zero dairy.

  The 100mg L-theanine dose paired with 200mg of natural caffeine from Colombian coffee beans delivers the 2:1 caffeine-to-theanine ratio that research consistently supports. This isn't arbitrary. L-theanine promotes alpha brain wave activity (the same neural oscillations seen during meditation) while modulating neurotransmitter activity to increase GABA production and influence dopamine and serotonin levels.

  Clinical research demonstrates this combination improves reaction time, working memory, and sentence verification accuracy compared to caffeine alone, while reducing typical side effects like headaches and mental fatigue. Where caffeine alone can create jitters or anxiety, L-theanine smooths the experience into focused calm rather than wired tension.

• N-Acetyl-L-Tyrosine: Supporting Catecholamine Synthesis

  The 500mg dose of N-acetyl-L-tyrosine (NALT) addresses a limitation inherent in stimulant use: increased catecholamine turnover can deplete neurotransmitter stores over time. Tyrosine serves as the direct precursor to dopamine, norepinephrine, and epinephrine, meaning adequate substrate availability supports the neurotransmitter systems that caffeine activates.

  Research shows tyrosine supplementation particularly benefits cognitive performance under acute stress, sleep deprivation, or sustained mental demand. The acetylated form may offer different absorption kinetics compared to standard L-tyrosine, though both forms ultimately yield free tyrosine that follows standard catecholamine synthesis pathways.

  Combined with caffeine's adenosine receptor antagonism, NALT helps maintain the neurochemical substrate pool for sustained performance throughout the day.

• Theobromine: The Smooth Energy Component

  At 100mg, theobromine delivers the feel-good factor that makes chocolate appealing without caffeine's sharper edge. This methylxanthine works through adenosine receptor blockade (like caffeine) and phosphodiesterase inhibition, but with a longer half-life and gentler effect profile.

  

  Brew Shockalaka RTD coffee delivers zero sugar cognitive enhancement with 200mg natural caffeine + 1000mg nootropics. Three dessert-inspired flavors at just 45 calories.

  The result is sustained energy that extends caffeine's window without adding jitters. Theobromine also promotes vasodilation and may support cardiovascular function, though the cognitive effects remain the primary consideration in this formula.

The Formula Architecture

The nootropic ingredients tell part of the story, but Brew Shockalaka's competitive advantage extends into areas most consumers never consider: texture, stability, and the supporting cast of ingredients that make the formula work as a complete package. Much of this is discussed in Episode #182 of the PricePlow Podcast with co-founders Max Fairchild and Chuck Letchman along with Dan Pierce, but a summary is below:

• MCT Oil and Mouthfeel

  The 3-gram MCT oil dose serves dual purposes. Medium-chain triglycerides provide rapid cognitive fuel since they bypass normal fat digestion, converting directly to ketones that cross the blood-brain barrier. But the functional benefit matters less here than the sensory one: MCT oil creates the rich, creamy mouthfeel that makes Brew Shockalaka taste premium.

  Most zero-sugar beverages struggle with thin, watery texture. The MCT oil solves this problem while adding legitimate metabolic support for brain function.

• Gelatin Hydrolysate: Texture Engineering

  The 250mg collagen bovine gelatin hydrolysate dose won't rebuild your joints (clinical doses run 2.5-10 grams), but that's not its purpose. This partially hydrolyzed protein creates smooth texture in cold liquids while providing glycine, proline, and hydroxyproline, amino acids that support neurotransmitter synthesis and glutathione production.

  

  The gelatin hydrolysate specification matters. These shorter peptide chains dissolve in cold beverages while maintaining some gelling properties, delivering premium mouthfeel without the chalky texture common in protein-containing RTDs.

  Combined with MCT oil, this explains why Brew Shockalaka doesn't taste like a supplement disguised as coffee.

• Zero Sugar Without Compromise

  The sweetener blend combines sucralose and monk fruit extract to deliver sweetness without blood sugar impact. This matters more than ingredient purists might think. Sugar creates an energy roller coaster: rapid glucose spike, insulin response, subsequent crash. The crash timing often coincides with caffeine's natural decline, compounding afternoon fatigue.

  Zero sugar keeps energy stable. The cognitive ingredients work throughout their active windows without fighting against crashing blood glucose.

• Electrolyte Balance

  The 560mg potassium and 240mg sodium content addresses two physiological realities. First, caffeine has mild diuretic effects that can shift electrolyte balance during extended consumption. Second, sodium and potassium play critical roles in neural signaling and cellular energy production.

  This isn't sports drink territory (you won't replace workout electrolyte losses with one can), but it's enough to support the specific physiological demands of caffeine metabolism and cognitive function without pushing toward excessive sodium intake.

Retort Processing and Shelf Stability

The 24-month shelf life comes from retort processing, a high-temperature sterilization method that eliminates the harsh chemical preservatives (benzoates, sorbates) common in shelf-stable beverages. This matters for two reasons: clean label positioning and maintaining ingredient integrity.

Many functional ingredients degrade during extended storage. Retort processing front-loads the stability challenge, allowing the formula to maintain taste and functionality month after month without adding preservatives that consumers increasingly avoid. Some of this is covered in Episode #182 of the PricePlow Podcast, a must-listen episode if you're into this space!

Flavors Available:

Why This Formula Works Together

Understanding individual ingredients matters less than recognizing how they interact. The formula addresses both immediate cognitive performance (caffeine, L-theanine, theobromine) and longer-term neurological support (CognatiQ, NALT). The texture components (MCT oil, gelatin) make the beverage enjoyable enough for daily use. The zero-sugar approach prevents energy crashes. The electrolytes support the physiological systems activated by caffeine.

This represents thoughtful formulation rather than ingredient selection by market research committee. Each component serves functional and sensory purposes, with dosages that reflect clinical research rather than label decoration.

The result separates Brew Shockalaka from conventional RTD coffee in ways that matter: comprehensive cognitive support, clean ingredients, premium taste, and extended functionality beyond caffeine alone.

Conclusion: Coffee Evolved Beyond Convenience

The RTD coffee category has spent decades optimizing for convenience, taste, and price point. Brew Shockalaka optimizes for something different: cognitive performance backed by research and formulation expertise.

Using the whole coffee fruit components rather than discarding it as waste represents both sustainability and strategic differentiation. The concentrated polyphenols and chlorogenic acids from CognatiQ provide neuroplasticity support that conventional coffee beans cannot match, especially after roasting destroys many beneficial compounds.

Max Fairchild, Chuck Letchman, and Daniel Pierce reveal how they're revolutionizing the RTD coffee market with Brew Shockalaka's zero-sugar, nootropic-enhanced formula on Episode #182 of the PricePlow Podcast.

The supporting nootropic stack (L-theanine, NALT, theobromine) works synergistically with natural caffeine to deliver focus without jitters, sustained energy without crashes, and cognitive support that extends beyond immediate alertness into longer-term brain health. The MCT oil and gelatin hydrolysate prove that functional ingredients and premium sensory experience aren't mutually exclusive.

Most importantly, the formula demonstrates what becomes possible when RTD coffee formulation starts with "What can we make the brain do?" rather than "What flavors can we add to cold brew?"

For consumers who've been settling for sugar-loaded Frappuccinos or basic cold brew, Brew Shockalaka offers a genuine alternative: zero-sugar cognitive enhancement that tastes like a premium coffee beverage because it is one.

The coffee fruit other brands throw away turns out to contain exactly what conventional RTD coffee has been missing.