The functional beverage and supplement landscape is shifting rapidly. Consumers are no longer satisfied with blunt stimulation or generic label claims. Today, the market demands targeted experiential outcomes, verifiable botanical quality, and clean formulation science.

At SupplySide Global 2026, the media crew from PricePlow visited Booth #5730 to record Episode #242 of their podcast live from the AFS sample bar. In this hour-long deep dive, AFS Director Brian Zapp sat down with Mike and Ben to discuss the evolution of natural caffeine, the clinical science behind AmaTea® Max, and why establishing analytical standards for functional mushrooms is critical to protecting the category.

If you are a product developer, marketer, or executive looking for the highlights, here is a breakdown of the key formulation strategies and ingredient technologies discussed in the episode.

1. The Shift to Cognitive Energy and AmaTea® Max

A significant portion of the conversation focused on guayusa, an Amazonian botanical with a rich Kichwa heritage deeply tied to intuition and focus. However, the commercial value of guayusa extends far beyond its origin story.

AFS studied the mechanisms of its patented guayusa extract, AmaTea® Max, to understand why it feels different from traditional caffeine. Clinical research shows that while synthetic caffeine triggers a sharp release of epinephrine (the hormone responsible for the jittery “fight or flight” response), AmaTea® Max blunts this epinephrine spike while delivering the same caffeine payload. The result is a more cognitively controlled energy experience. In human clinical trials, participants taking AmaTea® Max demonstrated significantly improved working memory, sharper focus, and fewer mental errors compared to a placebo.

For brands looking to stand out in the crowded energy space, utilizing a branded extract like AmaTea® Max allows them to pair consumer curiosity with immediate, scientifically backed answers.

2. Formulating the “Feel” Without the Alcohol

The team also explored how functional ingredients can elevate the non-alcoholic (NA) beverage category. NA drinks need complexity, both in flavor and physiological effect, to replace the ritual of traditional cocktails.

To demonstrate this, Brian highlighted concepts from the AFS tasting menu:

• Sunset Stamina: A tropical concept utilizing MycoThrive™ Cordyceps and PurGinseng™ to deliver a relaxed, social buzz without alcohol. Ginseng provides sustained, bottom-up energy, while cordyceps supports oxygen utilization.
• Gut Feeling: Positioned as a prebiotic soda, this concept leverages MycoThrive™ Lion’s Mane. AFS research suggests lion’s mane may act as a precision prebiotic for the gut microbiome, driving cognitive benefits through the gut-brain axis. Paired with PurGinger™, which provides a clean, standardized flavor bite, the formula achieves functional synergy and sensory depth.

3. Protecting the Mushroom Category with Real Identity Standards

As functional mushrooms surge in popularity, they face a severe quality threat. Many lion’s mane products on the market are standardized only to beta-glucans, which can easily be adulterated with cheap grains or synthetic mimics.

Drawing a parallel to the boom and bust of the CBD market, Brian warned that if the industry does not mature its quality standards, the lion’s mane category could collapse as consumers fail to feel any real benefits. To combat this, AFS published a single-laboratory validated method in the journal Molecules (February 2026) that allows quality labs to accurately test for secondary metabolites specifically unique to lion’s mane: hericenones and ergosterol. This analytical rigor ensures that brands using MycoThrive™ Lion’s Mane are delivering authentic, efficacious botanical materials to their consumers.

Map Your Next Innovation

True value in product development requires moving beyond commodity inputs. By partnering with AFS, you gain access to standardized botanical extracts, transparent supply chains, and the benchtop expertise needed to solve complex formulation hurdles.

Ready to translate these concepts into your next product launch? Discuss Your Project with an AFS Formulator