Noctiva Reset Launches to Support Night Shift Workers
Launching on September 1, Noctiva Reset is formulated to aid relaxation and improve sleep quality for night shift workers. It includes key ingredients such as KSM-66 ashwagandha, magnesium bisglycinate, L-theanine, and Griffonia simplicifolia extract, avoiding melatonin due to regulatory restrictions in the UK and EU.
Founder Additya Jani emphasizes the need for products tailored to the estimated three million night workers in the UK, who often face unique sleep challenges. He aims to create a brand that genuinely understands and addresses their specific needs.
Challenges for Night Shift Workers
Night shift workers frequently experience disrupted circadian rhythms and environmental disturbances affecting their sleep. Poor sleep quality is linked to health issues like obesity, type 2 diabetes, and cardiovascular conditions. As melatonin is prescription-only in much of Europe, there is a growing interest in alternative sleep aids.
Noctiva Reset seeks to enhance sleep and mitigate daytime fatigue, leveraging research-backed ingredients. Magnesium bisglycinate is known to alleviate insomnia, while ashwagandha also supports sleep quality. The product’s mix of 5-HTP and L-theanine aims to promote relaxation and improve sleep onset.
Flexible Use and Direct-to-Consumer Model
Designed to be taken after a shift, Jani notes that flexibility in usage is key. Consumers can take three capsules whenever their work ends, promoting a consistent bedtime routine.
Noctiva Reset will be available direct-to-consumer on platforms like Shopify and TikTok Shop UK, priced at £39.99 for 90 capsules. Leveraging TikTok’s active user base, particularly among night workers, Jani intends to create a strong social commerce presence and engage directly with customers for feedback.
Retail partnerships will develop post-launch, informed by initial consumer data and experiences.
