Life Support Debuts Hangover Prevention Beverage

Life Support, an Ohio-based company, has launched a hangover prevention product. Life Support is a functional beverage created as a healthy option to prevent hangovers. Its active ingredient, Hovenia Dulcis (Japanese raisin tree extract), and other vitamins and minerals metabolize alcohol and help aid the body in recovering from the effects of alcohol.  Life Support benefits the consumer by helping them feeling better faster, minimize damage caused by alcohol consumption and by reducing fatigue, say company officials.

Two important enzymes break down the alcohol we consume: alcohol dehydrogenase (ADH) and acetaldehyde dehydrogenase (ALDH). These enzymes are responsible for converting alcohol into acetaldehyde, which is broken down into acetic acid, a non-toxic substance. A flavonoid component of Japanese raisin tree extract, Dihydromyricetin (DHM), has demonstrated its unique ability to promote a balance between these two enzymes to break down alcohol more efficiently. In a recent UCLA study, an active ingredient in Hovenia Dulcis extract (DHM) was found conclusively to counteract alcohol intoxication. Life Support contains two hepatoprotective (liver protecting) agents, Ampelopsin and Quercitin. Additionally antioxidants including glutathione, amino acids and vitamins B1, B3, B5, B12, and vitamin C play important roles in the functionality

“Tens of millions of people have benefited from raisin tree extract in Seoul, South Korea. We are delivering and bringing awareness of the solution to the United States,” says Cheryl Krueger, president at Life Support.

Life Support comes in 3.4-ounce packages and the suggested retail price is $3.99. Life Support currently has distribution in convenience, grocery, drug and discount stores east of Denver and looks to become the leader in the category nationwide, officials add. Major chains carrying Life Support include Circle K, Kroger, Giant Eagle,

“Educating the consumer about this new solution and driving trial will build incremental sales for retailers and loyalty. Life Support prevents hangovers therefore any retailer that would like to see return sales the next day, should have a vested interest in selling and promoting the product if they sell beer, wine or liquor,” adds Brad McKean, director of sales at Life Support.