Following the tremendous reception of their original "Rethink The Drink" energy concept at Natural Products Expo West and IFT First, NNB Nutrition is elevating their beverage innovation showcase with OnSwitch, their new concept energy drink that embodies their "Mind. Body. Resilience." philosophy.
NNB Nutrition is showcasing something big at SupplySide Global this October. Their new OnSwitch concept takes the "Mind & Body" approach with a massive 1500mg dose of MitoBurn L-BAIBA plus premium nootropics. This isn't just another energy drink concept.
NNB Nutrition Pushes Beyond Standard Energy Drink Ingredients
Set to debut at SupplySide Global in Las Vegas this October, OnSwitch represents the next evolution in NNB's mission to transform functional beverages. While the original concept focused primarily on cognitive enhancement, OnSwitch embraces a broader "Mind & Body" positioning that showcases how beverage formulators can address both mental and physical performance in a single, sweetened product.
This isn't a retail product destined for store shelves, but rather a proof-of-concept designed to demonstrate what's possible when cutting-edge ingredient science meets exceptional beverage formulation. The new concept notably features MitoBurn L-BAIBA at a substantial 1,500mg dose -- a dosage level that NNB tells us is soon to be substantiated by a forthcoming pre-clinical study showing improvements in endurance and grip strength after just three weeks at human equivalent doses of 1,000-1,500mg. This strategic dosing highlights NNB's commitment to showcasing their exercise mimetic ingredient in beverage applications with research-backed efficacy levels.
This article previews what to expect from OnSwitch, so that you're ready to give it a try at SupplySide Global and product formulators can envision similar strategies for their next beverage. Before diving in, sign up for our NNB Nutrition news alerts:
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From Concept to OnSwitch: Evolution of a Vision
The original "Rethink The Drink" concept proved that functional beverages could deliver clinical doses of premium ingredients while maintaining exceptional taste through natural sweetening technology. Building on that success, OnSwitch refines the formula with strategic ingredient substitutions that better align with the expanded "Mind & Body" theme.
"Mind & Body" positioning represents a broader market opportunity than pure nootropic positioning, allowing brands to appeal to consumers seeking holistic performance enhancement rather than just cognitive or straight energy benefits.
The most significant update made behind the scenes involves a whopping 1,500mg dose of MitoBurn L-BAIBA. This can transform any energy drink from a cognitive-focused formula into a comprehensive energy solution that addresses both mental clarity and physical performance.
1500mg MitoBurn Takes Center Stage: The Exercise Mimetic in Liquid Form
The inclusion of 1,500mg MitoBurn showcases the exceptional potential of L-BAIBA in beverage applications. As detailed in our recent analysis of MitoBurn in the Bottle: How NNB's Highly-Soluble L-BAIBA Will Transform Beverages, this exercise mimetic demonstrates remarkable solubility at 737g/L, putting it in the same league as glucose and L-carnitine for beverage stability.
MitoBurn L-BAIBA from NNB Nutrition is remarkably soluble at 737g/L -- making it perfect for RTDs and liquid supplements! While most ingredients struggle in beverages, MitoBurn thrives.
This exceptional solubility allows OnSwitch to incorporate a large clinical dose of L-BAIBA without the precipitation, settling, or texture issues that plague many functional ingredients in liquid applications. At 1,500mg per serving, OnSwitch delivers more than double the typical MitoBurn dose found in powder supplements, demonstrating the unique advantages of liquid delivery systems.
As detailed in our mimetics explainer, MitoBurn functions as an "exercise molecule", meaning it's a metabolite naturally produced by muscle tissue during physical activity that signals the body to ramp up fat oxidation, enhance glucose metabolism, and promote metabolic flexibility. Recent research has also revealed MitoBurn's role in glycogen supercompensation, as well as upcoming preclinical data for strength and endurance in mice, making it valuable for both energy production, recovery, and athletic performance.
The Complete OnSwitch Formula: Five Premium Ingredients
Beyond the 1.5g dose of MitoBurn, OnSwitch demonstrates NNB's RTDTech™ platform through its incorporation of five clinically-dosed, beverage-stable ingredients:
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GeniusPure Alpha-GPC – 350mg
GeniusPure is NNB's solution to alpha-GPC's notorious stability challenges in liquid applications. This 90% alpha-GPC formulation eliminates the clumping and degradation issues that make standard alpha-GPC problematic for beverage formulators while delivering cognitive enhancement benefits.
Recent clinical research demonstrates that 350mg GeniusPure 90% can "double your focus" with a 108% increase in cognitive performance metrics after just a single dose. This dose in OnSwitch provides 315mg of active alpha-GPC, aligning with clinically effective dosing.
You can read more about it in our article titled "GeniusPure Alpha-GPC: Stable Alpha-GPC 70% and 90% from NNB Nutrition".
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enfinity Paraxanthine – 200mg
Distributed by TSI Group, enfinity delivers "caffeine's benefits without the side effects" through pure paraxanthine, caffeine's primary active metabolite. Unlike caffeine, which must be metabolized into paraxanthine to provide most of its benefits, enfinity provides immediate access to the compound responsible for enhanced focus and energy without the jitters, crashes, or sleep disruption associated with traditional caffeine. This side-steps the two other caffeine metabolites (theobromine and theophylline) that have longer half lives and plague caffeine for many slow metabolizers.
NNB Nutrition demonstrates how beverage makers can create naturally sweetened functional drinks without compromising taste. Their "Rethink The Drink" concept showcases clinical doses of GeniusPure Alpha-GPC, SalidroPure, and TyroPure.
You can read more about enfinity in our article titled "Paraxanthine: Caffeine's Major Metabolite for Laser-Targeted Energy".
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MitoPrime L-Ergothioneine – 50mg
MitoPrime contributes the "longevity vitamin" component to OnSwitch's formula. L-Ergothioneine functions as a potent antioxidant that specifically accumulates in mitochondria, supporting cellular energy production and protecting against oxidative stress. The body has a unique and specific transporter for it, holding it in reserve for situations when it's needed most.
The 50mg dose provides clinically relevant amounts of this "longevity vitamin" while maintaining cost-effectiveness for beverage applications. Recent research on ergothioneine's role in healthspan continues to reinforce its value for long-term cellular health.
You can read more about MitoPrime in our article, "Ergothioneine: The Immunity and Energy Protector".
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SalidroPure Salidroside – 50mg
SalidroPure brings adaptogenic benefits to the OnSwitch formula through pure, fermented salidroside. This sustainable alternative to traditional Rhodiola extracts (developed in response to Rhodiola being placed on the CITES endangered species list) provides stress resilience and cognitive support at just 50mg.
The fermentation-derived salidroside offers "99x the concentration of Rhodiola" while supporting stress management, mental clarity, and exercise performance. Recent research has highlighted SalidroPure's impact on cognitive health through dual mechanisms targeting both stress response and neuroprotection.
Mind & Body Synergy: The Science Behind the Stack
The OnSwitch formula exemplifies the evolution from single-target supplements and basic energy drinks to comprehensive, multi-pathway enhancement. Rather than focusing solely on cognitive benefits, the ingredient combination addresses both mental and physical performance through complementary mechanisms:
- Cognitive Enhancement Pathway: GeniusPure alpha-GPC and enfinity paraxanthine work synergistically to enhance focus, memory, and mental clarity without the crashes associated with traditional stimulants.
- Metabolic Optimization Pathway: MitoBurn L-BAIBA functions as an exercise mimetic, promoting fat oxidation and metabolic flexibility while supporting energy production at the cellular level.
- Stress Resilience Pathway: SalidroPure provides adaptogenic support, helping the body manage stress while maintaining performance under demanding conditions.
- Cellular Protection Pathway: MitoPrime's antioxidant properties protect mitochondria from oxidative stress, supporting sustained energy production and long-term cellular health.
This multi-pathway approach reflects the growing understanding that peak performance requires addressing the interconnected systems that govern both mental and physical function.
Blue Razz Punch: Sensapure Flavors Innovation Meets Functional Excellence
The OnSwitch concept debuts in Blue Razz Punch flavor, developed through collaboration with Sensapure Flavors, the same team behind the successful XPO NRG energy drink showcased at SupplySide West 2024. This partnership ensures that OnSwitch delivers exceptional taste alongside its functional benefits.
The Blue Razz Punch profile demonstrates Sensapure's expertise in creating distinctive flavor systems that complement NNB's ingredient technologies. The collaboration showcases how proper flavor development can mask the challenging taste profiles of functional ingredients while creating memorable consumer experiences.
SupplySide Global 2025: Experience the Future of Functional Beverages
OnSwitch will make its debut at SupplySide Global in Las Vegas this October, where industry professionals can experience firsthand the possibilities of next-generation functional beverage formulation. The demonstration provides a unique opportunity for brand owners, formulators, and beverage industry stakeholders to taste the future of the category.
Implications for Beverage Innovation
OnSwitch is a blueprint for the next generation of functional beverages. The concept addresses several critical industry challenges:
- High- and Low-Dose Functional Ingredients: OnSwitch proves that clinical doses of premium ingredients can be successfully incorporated into beverage formats without sacrificing taste or stability.
- Multi-Target Formulations: The "Mind & Body" approach shows how beverages can address multiple consumer needs simultaneously, creating stronger value propositions and differentiation opportunities.
- Beverage Stability: Each ingredient in OnSwitch has been specifically selected for beverage compatibility, proving that sophisticated formulations can maintain stability across various storage conditions. This comes thanks to NNB's RTDTech™ platform, ensuring stability, safety, and solubility.
Manufacturing Excellence: SIP Manufacturing Delivers When Others Couldn't
The successful creation of OnSwitch wouldn't have been possible without the reliable manufacturing expertise of SIP Manufacturing. When other co-packaging facilities fell through during the tight timeline leading up to SupplySide Global, SIP's Southern California-based facility stepped up to deliver the finished product on schedule. Their specialized capabilities in aluminum canning, along with certifications including BRC, Kosher, Non-GMO, and GMP, proved essential for bringing this complex functional beverage formulation to life within the demanding trade show timeline.
Conclusion: The Next Chapter in Beverage Innovation
OnSwitch represents NNB Nutrition's vision of functional beverages as the delivery system of choice for next-generation supplementation. As consumers increasingly demand convenience without sacrificing efficacy, products like OnSwitch demonstrate that the industry can meet these expectations.
Shawn Wells and Dustin Elliott of NNB Nutrition join the PricePlow Podcast for Episode #152 to discuss innovative ingredients that capture ongoing trends like GLP-1 and MPS. We also get into Dustin's trip to China, NNB's participation in XPO NRG with MitoPrime, and Shawn's psychedelic experiences and his post-trip supplement stack.
By successfully combining clinical doses of premium ingredients with exceptional taste and natural sweetening, the concept proves that compromise isn't necessary when creating truly effective products. More than just an energy drink, OnSwitch delivers its "Mind & Body" positioning through scientifically-backed ingredient combinations that work together rather than competing for efficacy.
For beverage brands looking to differentiate in an increasingly competitive market, OnSwitch provides a roadmap for creating products that deliver genuine benefits while exceeding consumer taste expectations. As the functional beverage market continues its explosive growth, concepts like OnSwitch provide the blueprint for products that can succeed based on genuine innovation rather than marketing hype.
For industry professionals attending SupplySide Global 2025, it shows a glimpse into the future of beverage formulation... one where science, taste, and consumer satisfaction finally converge. While OnSwitch itself won't reach store shelves, any beverage company can work with NNB Nutrition to develop similar concepts using their RTDTech™ platform.
To learn more about NNB Nutrition's innovative approach to beverage ingredients and formulation technologies, check out Episode #152 of the PricePlow Podcast featuring Shawn Wells and Dustin Elliott.
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