NEU+ launches 60ml NAD+ drink

A tiny wellness shot does not usually say much about where a market is going. This one kind of does. NEU+ has launched a 60ml NAD+ drink in the UK, and the pitch is simple — take something that usually lives in capsules or pricey clinic infusions and turn it into a grab-and-go daily product. That matters because NAD+ has been drifting out of biohacker corners and into mainstream wellness for a while. NEU+ is trying to catch that shift in a bottle. ### What is the actual product? NEU+ is a 60ml ready-to-drink shot built around nicotinamide riboside, or NR — a precursor the body can use to make NAD+. Each serving contains 300mg of NR, and the brand frames it around energy, focus, recovery, and healthy aging. The company’s own site pushes the idea that modern stress and training deplete what your cells need, so one shot a day helps top things back up. ### Why does NAD+ keep showing up now? NAD+ is a molecule involved in cellular energy production and repair, so it has become catnip for the longevity and performance crowd. But most consumers do not buy “cellular metabolism” as a category. They buy outcomes — less fatigue, better recovery, sharper focus, healthier aging. That is why brands keep translating the science into simpler formats and simpler promises. It feels closer to an energy shot than a supplement tub. ### Why make it a drink? Basically, convenience is the whole bet. Clinic IV NAD+ sessions can take 2 to 4 hours and cost about £400 per visit, which makes them a niche habit even for people who believe in the category. Capsules are easier, but they do not feel premium or immediate in the same way. A 60ml shot sits in the middle — more aspirational than pills, much cheaper and faster than an IV drip, and easy to fold into a morning routine. ### Where did this come from? Founder Jak Leese has been tied to the HYROX scene, and that part matters more than it might seem. HYROX blends running and functional fitness into a race format that has exploded globally, with 40-plus races in 2023 drawing over 90,000 athletes and 50,000 spectators. That world is obsessed with recovery, HYROX racing profile, so the athlete-recovery angle is not random branding pasted on later. ### Why does the Harrods listing matter? Because Harrods Pharmacy is not just shelf space — it is positioning. Getting into that environment tells consumers this is a premium wellness product, not a generic sports supplement. It also gives a very young brand a credibility shortcut. NEU+ says the product was accepted into Harrods soon after launch, which is a strong retail signal for a category that still needs trust as much as hype. ### Is the “first” claim solid? NEU+ and coverage around the launch call it the UK’s first ready-to-drink NAD+ wellness shot, and the brand goes even further by calling it the world’s first NAD+ drink. The catch is that “first” claims in supplements are often slippery — they depend on how you define drink, shot, NAD in clinic drips or standard capsules. ### What is the bigger play here? This is really a format story. Supplements keep moving toward products that feel like beauty, luxury, and performance all at once. NEU+ is UK-made, sold through a prestige retailer, and tied to a fitness subculture with strong identity and spending power. Turns out that can matter as much as the ingredient itself. ### Bottom line? NEU+ is not just selling NAD+. It is selling a more convenient, more premium way to participate in the recovery-and-longevity boom — one tiny bottle at a time.