In America, there is an estimated 64 percent of people that claim to drink one cup per day, at the very least, according to a survey conducted by the National Coffee Association.  This explains why retail coffee is such a large industry, at $36 billion annually.

While most Americans would probably agree that coffee is a vital part of their routine, the type of coffee that they consume can greatly vary. From instant coffee, to gourmet cold brew, there’s endless choices of coffee out there on the market. And now, we’ve got a whole new one. It’s known as Nootropic Coffees.

Don’t worry, most of us don’t know what that is either. In fact, it’s a substance that has been shown to improve memory and cognition, as well as facilitate learning. They are often referred to as ‘smart drugs’, similar to coffee, in which people drink to boost their focus and productivity levels.

Two of the most common nootropics are L-theanine and caffeine, both of which are found in a regular cup of coffee. Therefore, it only makes sense that the nootropic industry would try to win over coffee lovers.

At the moment, there are several brands that produce nootropics, with all kinds of claims. Kimera Koffee, for example says that their coffee with ‘turbocharge your brain’ and have made a unique drink using amino acids and nootropics.  They also claim that it has no more caffeine than regular coffee, however the effects are said to be stronger.

Another company, Thinkoo has revealed that their coffee supplements, to be taken with coffee help eliminate common coffee side effects such as over-stimulation or afternoon crashing, allowing for more focus and energy.

These are only two of many companies that have already added nootropics to their menu. As intriguing as it sounds, scientists are still not sure if its benefits are legitimate, or if it’s just become a trendy way to buy consumers.  For now however, it’s looking pretty good.