Nooi

What Nooi does

Nooi is a UK-based direct-to-consumer cognitive wellness beverage brand founded in 2021, with products commercially launched in 2024. The company markets nootropic- and adaptogen-infused functional drinks across three named SKUs — Invigorate + Energise, Focus + Flow, and Destress + Unwind — plus a mixed-case bundle, all priced at $42 USD per 12-pack. The brand targets health-conscious consumers seeking cognitive and mood-support functional beverages as an alternative to conventional stimulants such as coffee or energy drinks.

The underlying product is a packaged consumer good sold through a single Shopify-hosted DTC storefront with shipping restricted to the United Kingdom at present. The business is privately held, has no publicly disclosed funding rounds, and operates with a team of 1-10 employees. At the time of observation, all listed SKUs and the bundle displayed "sold out" status, which is ambiguous — it could reflect either demand absorption exceeding small initial production batches or limited inventory availability constraining throughput. No subscription program, retail distribution, wholesale channel, or international fulfillment infrastructure is evident in the input.

The revenue model is straightforward transactional e-commerce: single price point per 12-pack case, no tiered pricing, no enterprise accounts, and no disclosed customer-segment mix. Stated strategic intent includes expanding shipping internationally beyond the UK, but no executed moves toward new geographies are evidenced. The combination of a narrow product line, single market, single channel, and micro headcount positions Nooi as an early-stage, single-market consumer brand rather than an established category player.

Name

Nooi

Legal name

Nooi

Website

https://nooi.life

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Nooi is a UK-based DTC cognitive wellness beverage brand selling nootropic and adaptogen-infused functional drinks in three variants direct to UK consumers via Shopify, founded in 2021 and commercially launched in 2024.

Ownership category

akta.pro rank

Product category

Functional Beverages

NAICS

Beverage Manufacturing (3121)

SIC

Beverages (2080), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Functional Beverages (Vitamins, Probiotics, Nootropics, etc.) (CRADAHAL)

akta.pro secondary industries

Botanical/Herbal & Adaptogen Functional Beverage Production (AFAFAFAF), Functional/Fortified Beverage Production (Vitamins, Botanicals, Nootropics) (AFAFABAH)

Keywords

• Functional wellness beverages
• Cognitive wellness drinks
• Nootropic beverage formulations
• Adaptogenic beverage blends
• Online beverage retail

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Technology or R&D, Supply Chain, Marketing or Sales, Operations

Revenue model

1. Direct E-commerce Product Sales: Nooi generates revenue through direct-to-consumer sales of cognitive wellness beverages via their e-commerce platform (nooi.life). Products are sold as individual 12-packs at $42.00 USD with free shipping. The company offers subscription and recurring purchase options for regular customers. Revenue is primarily one-time transaction-based with subscription potential for recurring purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Nooi develops and sells canned cognitive wellness beverages made with real fruit juice, nootropics, adaptogens, botanical extracts, amino acids, and 12 vitamins. Its range includes Invigorate + Energise, Focus + Flow, and Destress + Unwind, available as individual 12-packs or a Mixed Case through its direct-to-consumer Shopify e-commerce storefront.

Product overview

Nooi is a cognitive wellness beverage brand offering a portfolio of three functional energy drinks formulated with real fruit juice, nootropics, adaptogens, botanical extracts, amino acids, and 12 vitamins. The product line consists of three distinct variants: Invigorate + Energise (Clementine & Turmeric) for sustainable energy with gentle caffeine from green coffee and guarana; Focus + Flow (Dragon Fruit & Tahitian Lime) for caffeine-free mental clarity with rosemary, green tea, and ginkgo biloba; and Destress + Unwind (Acerola Cherry & Lavender) for stress relief with valerian and lavender. All three variants are available individually as 12-packs or as a Mixed Case bundle containing four cans of each variant. The drinks share a common formulation approach using arginine, carnitine, and theanine as foundational nootropics, with variant-specific botanical extracts for targeted benefits.

Differentiator

Problem solved

Functional benefit

Products and services

• Nooi Invigorate + Energise (Clementine & Turmeric) A gently caffeinated energy drink featuring green coffee, guarana, ashwagandha, and turmeric combined with nootropics arginine, carnitine, and theanine to boost mood, aid memory, and improve focus. Contains real fruit juice and 50% daily intake of 12 vitamins.
• Nooi Focus + Flow (Dragon Fruit & Tahitian Lime) A caffeine-free cognitive wellness drink formulated with rosemary, green tea, ashwagandha, gingko biloba, and nootropics arginine, carnitine, and theanine to support healthy blood flow, boost mood, and reduce anxiety. Contains real fruit juice and 50% daily intake of 12 vitamins.
• Nooi Destress + Unwind (Acerola Cherry & Lavender) A destressing wellness drink with valerian, lavender, turmeric, and ashwagandha combined with nootropics arginine, carnitine, and theanine for unwinding without drowsiness. Contains acerola cherry for cognitive support and 50% daily intake of 12 vitamins.
• Nooi Mixed Case (12 cans, 4 of each variant) A bundled assortment of all three Nooi cognitive wellness drink variants—Invigorate + Energise, Focus + Flow, and Destress + Unwind—providing a balanced range of benefits for productive days and well-rested nights. The bundle contains 12 cans, four of each variant.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

Feature6 records

Scale indicators1 record

Recent moves4 records

Expansion highlights4 records

Direct peers

• Caleño Drinks: Caleño produces non-alcoholic tropical functional spirits with botanicals and adaptogens aimed at social relaxation and energy. As a UK-founded brand with similar target occasions and premium positioning, it competes with Nooi in the same UK wellness beverage shelf space.
• Kin Euphorics: Kin Euphorics is a direct competitor offering non-alcoholic functional beverages with nootropics, adaptogens, and botanicals marketed for mood, focus, and social relaxation. It shares Nooi's premium DTC positioning, multi-variant product architecture, and 'functional over stimulating' value proposition.
• Three Spirit Drinks: Three Spirit Drinks makes non-alcoholic functional beverages featuring adaptogens and nootropics targeting mood, energy, and social occasions. Like Nooi, it sells at premium price points through DTC channels and emphasizes botanical efficacy over caffeine stimulation.
• De Soi: De Soi produces non-alcoholic functional aperitifs with adaptogens and botanicals aimed at relaxation and mindful drinking. It overlaps with Nooi's Destress + Unwind variant and shares a similar premium DTC e-commerce go-to-market and ingredient-led storytelling approach.
• Ghia: Ghia produces a non-alcoholic functional aperitif with adaptogens and botanicals for relaxation. It shares Nooi's premium DTC positioning, wellness-forward branding, and focus on the relaxation/stress-relief use case.
• MUD\WTR: MUD\WTR is an adaptogenic coffee alternative combining mushrooms, adaptogens, and low caffeine. It competes with Nooi's Invigorate + Energise variant for the 'functional caffeine replacement' use case and operates a similar DTC subscription model.
• Odyssey Elixir: Odyssey is a functional beverage brand combining adaptogens and nootropics for mood enhancement and energy. It directly competes with Nooi on cognitive-wellness benefits and is also Europe-headquartered, making it a closer geographic competitor.
• Recess: Recess markets sparkling waters infused with hemp, adaptogens, and nootropics for calm and focus. It competes directly with Nooi on the stress/anxiety-relief positioning and shared premium DTC e-commerce distribution model.

Broad incumbents

• OLIPOP: OLIPOP is a fast-scaling functional soda brand using prebiotics, botanicals, and vitamins. It overlaps with Nooi's use of real fruit juice and functional ingredients and represents the kind of well-capitalized incumbent that has redefined the functional beverage category in retail.
• Celsius: Celsius is a publicly traded functional energy drink company with mass retail distribution in the US and internationally. It is a broad incumbent whose 'fitness energy' positioning overlaps with Nooi's energise variant and dominates shelf space in the same retail channels Nooi aspires to enter.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks4 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/profile.php?id=61560858060220
• Instagraminstagram.com/nooi.life
• TikToktiktok.com/@nooi.life
• LinkedInlinkedin.com/company/nooi-life

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Nooi