NEU+ launches 60ml NAD+ drink
- NEU+ has started selling a 60ml NAD+ wellness shot in the UK, with founder Jak Leese landing Harrods Pharmacy distribution within weeks of launch. - The key product detail is 300mg of nicotinamide riboside per shot — an NAD+ precursor — made in Leicestershire and pitched as daily use. - It matters because NEU+ is trying to turn a clinic-style longevity category into a retail supplement one.
NAD+ supplements are usually sold as capsules, powders, or expensive clinic infusions. NEU+ is trying a simpler pitch — a 60ml ready-to-drink shot you can buy like any other wellness product. That matters because the whole NAD+ category has had a practical problem for years: lots of buzz, awkward formats, and not much mainstream retail presence. The news here is that a very new UK brand has launched one, stocked it through Harrods Pharmacy, and is trying to make “longevity” feel like a daily consumer habit instead of a specialist treatment. (neu-plus.com) ### What is NEU+ actually selling? It’s a single-serve 60ml shot built around nicotinamide riboside, or NR, which the body can use as a precursor to NAD+. NEU+ says each serving contains 300mg of NR and is meant to support energy, focus, and recovery. The format is the main point — no capsules, no powders, no IV clinic appointment, just one small bottled shot. (neu-p([neu-plus.com)hy does NAD+ get so much attention? NAD+ is a molecule your cells use for energy production and repair. Levels tend to decline with age, which is why the molecule has become catnip for the longevity and performance crowd. But the catch is that most consumer products don’t literally pour NAD+ straight into your body in a useful way — they usually use precursors li(neu-plus.com)“supporting NAD+.” That distinction matters because the branding can sound more direct than the biology really is. (neu-plus.com) ### Why make it a drink? Basically, convenience is the whole bet. NEU+ is arguing that the category has been trapped between boring supplement formats on one side and high-friction clinic treatments on the other. Its own marketing leans hard on that contrast, framing the shot as a cleaner daily ritual and comparing(neu-plus.com)nk works better — it just makes the product easier to adopt. (neu-plus.com) ### Why does the Harrods Pharmacy listing matter? Because Harrods is less about scale than signal. A placement there gives a new wellness brand a luxury stamp and a credible physical retail showcase, especially in a category that can drift into internet-hype territory fast. Harrods Pharmacy itself is a real in-store pharmacy operation inside the department store, run (neu-plus.com)shelf in a gift hall. (harrods.com) ### Who is behind the brand? The founder is Jak Leese, who has tied the product story to burnout, recovery, and high-performance living. Different local coverage frames the origin slightly differently — one version centers his own burnout while balancing entrepreneurship and HYROX competition, another points to helping a friend through a(harrods.com)y access. The consistent part is the positioning: make a premium, science-flavored recovery product feel more reachable. (msn.com) ### Is this really a new category? New-ish is the honest answer. NEU+ calls itself the first NAD+ drink on the market, while other coverage calls it the UK’s first ready-to-drink NAD+ wellness shot. That narrower claim is easier to defend. The bigger point is that the company is not inventing NAD+ supplementation — it’s repackaging the category into a more retail-friendly format. (lovebusinesseastmidlands.com) ### What’s the real business play here? This looks like premium wellness merchandising more than a scientific breakthrough. A small-format shot, a luxury retail listing, UK manufacturing, and a perfo(lovebusinesseastmidlands.com) premium retail. If they don’t, it stays what it is now — an interesting format experiment with strong branding. (neu-plus.com)
