Story
A formula we sent back with questions.
There is no secret in this tub. There is a list we are still asking questions about, a manufacturer we sent them to, and a city we ship from. This is how it came together, including the parts that are not finished.
The label
Every line, explained.
We wanted to be able to explain every line on the label.
That set the method: read the whole sample sheet, then ask what each line is doing there.
The question we asked
Does this need to be here?
The formula is a custom one, built on a contract manufacturer’s platform to our brief. When the sample sheet came back we returned it with questions about five of the ingredients that were not actives. What is it doing. Is it necessary. What would replace it.
- stevia
- sweetener · Under review
- silicon dioxide
- flow / anti-caking agent · Under review
- malic acid
- acidulant — tartness and flavor balance · Under review
- rice flour
- carrier / filler · Under review
- dicalcium phosphate (DCP)
- triturate carrier for the B12 · Under review
The actives confirmed so far are Vitamin B12 as methylcobalamin, Zinc as zinc bisglycinate chelate and Coenzyme Q10 as ubiquinone. Amounts per serving are dose: pending until the formula is out of sample development. Nothing on this site rounds that up to look finished.
66 days
Why the guarantee runs 66 days.
Behavior research (Lally et al., UCL) put the average new habit at about 66 days to become automatic. The guarantee is sized to the habit, not to the first week. That is a finding about habits, not a claim about this product.
A new morning is a habit, not a purchase. Use your first tub. If it is not for you, email support email: pending with your order number any time in your first 66 days and we refund your first tub. No return required. The conditions are on the refunds page.
Orlando
Formulated here. Shipped from here.
The formula was written in Orlando, Florida, and orders ship from Orlando — sent by the founders, for now.
We say formulated and shipped from, and stop there. The powder itself comes from a contract manufacturer we have not named yet, and we only put a place name on what we did in that place. Microbiological testing is in the manufacturer's quote for every production run.
Open items
What we still owe you.
A finished-looking page would be easy to write. It would not be true yet. These are the lines that stay blank until the thing they describe exists.
- The final Supplement Facts panel, with every active and its amountfinal panel: pending
- Whether the formula contains caffeine, and if so how much per servingcaffeine status: pending
- Batch test results, microbiological first and anything further when it existsbatch test results: pending
- What the name Axis 9 refers towhat the name refers to: pending
Each line updates when the fact arrives. Until then, the blank is the honest version.
These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease.