Update 8/29/19. Will Procera AVH improve your memory or is it a scam? It's been several years since I first reviewed this memory support supplement and I thought it deserved a second look. This is an updated and expanded Procera review. As always, the research will be our guide. To make it easier to find the info you need quickly, I've divided this review into several questions about this supplement. Does Procera really work? See the evidence. You decide.
1 What Is Procera AVH?
Procera is not a drug. It is an over-the counter-dietary supplement said to help to improve memory. No prescription is required for this supplement. The website of the supplement makes this very clear but I wanted to say it again because the name Procera sounded like a drug to me.
2 How Does Procera Work?
The supplement is said to work by improving blood flow to the brain. This increases the oxygen flow to the brain too. The supplement is also touted to work by helping to restore “key neuro-transmitters with vital nutrients for a sharper, quicker mind.”
Let's next look at the Procera research.
3 Procera Research
This brain enhancer supplement does have a study to support its use. The investigation was published in 2009 and is titled “A Randomized, Double-Blind, Placebo-Controlled Study Examining the Effects of a Combination Nutraceutical Formula on Cognitive Functioning and Mood.”
Here's a summary of the study and its results:
Study Summary
A 30-day investigation involving 74 people. The average age of the people was 48. So, they were not “old.” The study was conducted at the Brain Science Institute located at Swinburne University in Australia.
For 30 days people received either a placebo or 1515 mg of the memory supplement. Various memory tests were conducted on each group.
Study Results
After 30 days, people taking Procera AVH showed significant improvements in some memory tests. In other tests, they didn't. Areas where people showed significant improvements included:
- Less anger/hostility
- Faster word recognition
- Longer ability to remember numbers
- Better mood
This supplement used to tout it could improve memory in 30 days.
Study Problems
The study sounds pretty impressive. But, after reading it, I noticed a few potential problems:
- The study only lasted 30 days. I would have preferred the study last 3-6 months at least.
- The people were young. The average age of people in the study was 48. Just because people in their 40s may have seen improvements does not mean someone in their 80s would too.
As an aside, the study was published in the Journal of the American Nutraceutical Association (JANA). This is not the same thing as the JAMA – the Journal of the American Medication Association.
The AVH supplement was donated by 20/20 Brain Power Partners LLC in Laguna Beach CA. This company is called the “founders of Brain Research Labs now called Key View Labs.” 20/20 Brain Power Partners also covered 50% of the cost of the study. There is nothing wrong with this. I'm glad when a company supports research on their supplements.
There is no evidence this supplement helps people with Alzheimer's disease or other forms of dementia.
4 Procera AVH Ingredients
Now let's look at the ingredients in this supplement. It's called “AVH” because this refers to the 3 key ingredients. They are:
- Acetyl-l-carnitine
- Vinpocetine
- Huperzine A
From the label, the supplement contains the most acetly-L-carnitine and the least huperzine A.
Taking 3 capsules per day provides 1515 mg of these ingredients. This was the amount used in the Procera study.
Let's now look at the ingredients in the supplement.
Acetyl-L-Carnitine
We make acetyl L carnitine and it's found in foods like red meat. The molecule also “looks” like the brain chemical acetylcholine. Several studies have shown acetyl L carnitine may help older adults with memory issues. Other research hints this compound might improve both mental and physical fatigue.
Other research hints acetyl L carnitine may help depression in older adults as well. The amounts used in research appear to be roughly 1- 2 grams per day.
People with slow-acting thyroids (hypothyroidism) should use caution with acetyl l carnitine because it appears to inhibit the action of thyroid hormone. While there appears to be little proof that acetyl L carnitine may increase the risk of seizures, those with seizure disorders should talk to their doctor first.
Vinpocetine
In some countries, this is sold by prescription. Another name for is Cavinton. Some older research hints that vinpocetine may increase blood flow to the brain by opening up blood vessels. Vinpocetine may also help memory in healthy people.
Use vinpocetine with caution if you are taking blood thinner drugs. Vinpocetine appears to have a blood-thinning effectct.
Like all supplements, always investigate companies you do business with. In this 2015 investigation, about 25% of supplements clamming to contain vinpocetine did not actually contain it. This study did not specifically mention the names of the supplements they tested.
Huperzine A
Several studies, mostly conducted in China, show that huperzine helps dementia. Huperzine A inhibits acetylcholinesterase, the enzyme that breaks down acetylcholine. As such, it will raise levels of acetylcholine in the brain. Because it can raise acetylcholine levels, Huperzine A side effects may range from elevated blood pressure and muscle cramps, vomiting, sweating, seizures, and blurry vision.
Huperzine might also lower heart rate so it may – in theory – interact with some heart meds (like Beta Blockers). This is just my opinion and I'm not a doctor, but I felt it should be mentioned.
See the reviews on
for more information
5 How Long Will A Bottle Last?
It's recommended to take 3 capsules per day. A bottle has 20 servings (60 capsules). This means a bottle will last only 20 days – less than 1 month. Some bottles contain 90 capsules.
6 Buy Procera
So who sells Procera? This supplement has been around a long time and can be found at many familiar stores like Vitamin Shoppe, GNC, Rite Aid, Walgreens, and Walmart.
7 Procera Cost
When buying from the company website, a bottle can be purchased for $35.99 (it was $59.95 originally). Shipping is included.
8 The Procera Lawsuit
The website TopClassActions.com lists details on a Procera lawsuit (O'Brien, et al. v. Brain Research Labs, LLC).
On July 8, 2015, the makers of Procera AVH agreed to pay 1.4 million dollars in response to charges made by the Federal Trade Commission (FCT) regarding deceptive advertising of Procera AVH. For more information, Click Here to read the FTC Press lease.
9 The Procera Infomercial
The first time I saw the supplement advertised was on TV was during a 30 minute infomercial. While the infomercial might no longer air on TV, here is some info on hosts and guests for those who are doing their own research.
Patrice King Brown
When the product originally aired on TV, the 30 minute infomercial was called “Stop Memory Loss.” This new Procera infomercial featured a host named Patrice King Brown. She was listed who was listed as “an award winning investigative reporter.”
Patrice King Brown was a news anchor in Pittsburgh on TV station KDKA, where she has worked since 1978. In January 2011 she announced her retirement from KDKA. Her last day as a news anchor was January 28, 2011.
Patrice King Brown is married to Dr. Paul Nemiroff Ph.D., MD, who also appeared the original Procera AVH infomercial.
At one point during the infomercial, Dr. Nemiroff showed an illustration of two brains – “before” and “after” pictures which give the impression of what's supposed to happen before and after using this supplement.
At the end of the infomercial, it says “Dr. Nemiroff is a medical doctor and is partially compensated from sales of this product.”
Here is another commercial
Josh Reynolds
Josh Reynolds is the co-founder of the company that makes Procera – Key View Labs (Brain Research Labs). The infomercial stated Josh Reynolds is a brain scientist researcher and author as well as a pioneer in the study and science of the brain and cognitive performance.
His linked in profile states he is the inverter of the “Mood Ring” as well as the ThighMaster. He's also the inventor of the Procera memory support supplement too. Mr. Reynolds is the author of the book 20/20 Brain Power and 20/20 Brain Power Recipes
Dr. Gene Steiner
Dr. Gene Steiner (also called Eugene Steiner) also originally appeared on the infomercial. During an infomercial, Dr. Steiner says, “As a pharmacist, I've always felt helpless in recommending a solution for memory loss.” As an aside, there is a lot of research on the benefits of exercise on memory and brain function and reducing the risk of senility – including the risk of Alzheimer's.
10 The Other Infomercial
In June of 2014, I saw another TV infomercial for this supplement. This one was simply titled “Surgeon General Candidate” where it was hinted that people could “regain memory speed to the level of those up to 15 years younger.” Procera was touted as a “clinically tested, prescription free memory breakthrough.”
The infomercial featured a talk show-looking host seated in front of red blinking lights, which reminded me of the computers on old sci-fi TV shows like Voyage to the Bottom of the Sea and Lost in Space. I was confused why they would title the infomercial “Surgeon General Candidate” until it was mentioned Paul Nemiroff was once a candidate for US Surgeon General.
In addition to Paul Nemiroff and Gene Steiner, this infomercial also featured Stephen Coles, MD, Ph.D. Stephen Coles MD, Ph.D. is a real scientist who studies aging. His website is the Gerontology Research Group. Procera is not mentioned on this website. While Dr. Cole has taught at Stanford and UC Berkley, the infomercial also stated -in small print: “Stanford and UCLA neither endorses or are affiliated with Procera AVH.”
11. Other Procera Supplements
There are several other memory support supplements featured on the supplement's website. How do they compare to each other? Here is a quick overview of them:
- Procera Memory Support
- Procera Advanced Brain
- Procera XTF Extreme Focus
| Procera AVH | Memory Support | Advanced Brain | Procera XTF |
| Acetyl L Carnitine | Ginkgo biloba | Vit B1 | Vit B3 |
| Vinpocetine | Panax ginseng | Vit B2 | Vit BV6 |
| Huperzine A | Vit B3 | Pantothenic acid | |
| Vit B6 | Procera AVH | ||
| Folate | Rhodiola Rosea | ||
| Vit B12 | caffeine | ||
| Pantothenic acid | green coffee | ||
| Zinc | |||
| Panax Ginseng | |||
| Gingko Biloba | |||
| Ashwagandha | |||
| Rhodiola Rosea | |||
| Phosphatidylserine |
Looking at these 4 supplements side-by-side, it might be easy to conclude Procera Advanced Brain supplement would be the best because it has the most ingredients. But the research study did not involve any of these other supplements.
There is no proof Procera AVH works better when combined with these other memory supplements. Also notice the Extreme Focus supplement contains Procera AVH, albeit in a smaller dosage (758 mg). The Extreme Focus supplement also contains caffeine as well as green coffee extract.
See the Green Coffee Review
There is some evidence Rhodiola Rosea might help depression, anxiety, and fatigue.
Here's rhodiola rosea on Amazon
12 How To Take Procera
The company says to use 3 capsules per day with food, preferably something containing some fat (like nuts). Take all 3 capsules at the same time. You don't have to take them with a full meal. Even a snack will do. The fat in the food you eat may help improve the absorption of the ingredients.
Prewcera Vs. The competition
So how good is Procera compared to other memory supplements? Here's how it compares to two major competing supplements.
13 Procera Vs. Prevagen
Prevagen is another VERY popular memory supplement. It contains an extract from jellyfish said to improve memory. While it differs greatly from Procera, it also has a clinical study. There are no studies comparing these two supplements to each other.
14 Procera vs. Nerium EHT
One of the most unique memory support supplements is Nerium EHT. The key ingredient in Nerium is a compound from coffee called EHT which does have some studies behind it. While neither supplement has been clinically compared to each other, both contain huperzine A as an ingredient.
15 Who Makes Procera AVH?
The company is called Key View Labs. For former name was Brain Research Labs. The original name of the company was Brain Power Partners LLC. The website is ProceraHealth.com. Key View Lbs is located at 5737 Benjamin Center Dr Tampa, FL 33634-5293. This address is a corporate center.
16 Contact Key View Labs
Customer Service can be reached at 800-214-8112. Other contact # listed with the Better Business Bureau include
- (800) 213-4101
- (800) 530-0296
17 Better Business Bureau Ratings
The BBB rating for Key View Labs “A+” Key View Labs has been in business since 2012. The BBB rating has improved since this review was originally created. See the BBB for more information and updates.
Another, older name for the company was Brain Research Labs. While that name appears to no longer be used, here is the BBB file for Brain Research Labs.
18 Procera AVH Side Effects
While the Procera research study revealed no side effects, that investigation only lasted 30 days and involved relatively healthy people. As such, speak to your doctor and pharmacist first if you are not “healthy.” Here are a few things to consider when you take this supplement. This list is not complete:
- Start with less than suggested for the first week to see how you respond
- Speak to your doctor /pharmacist first if you have dementia or take dementia meds.
- Stop taking Procera at least 2 weeks before having surgery.
- Talk to your doctor first if you are pregnant or breastfeeding.
- Acetyl L Carnitine might have a blood thinner effect, so it may interfere with blood thinner drugs. It might also lower thyroid hormone levels and cause seizures in people who have seizure disorders.
- Vinpocetine appears to have a blood thinner effect.
- Huperzine A might increase blood pressure and interfere with high blood pressure medications. Huperzine might slow heart rate, increase seizures in some people and worsen conditions like emphysema, asthma and other forms of COPD.
19 Any Stimulants?
There are no stimulants like caffeine or guarana in the AVH supplement.
20 Can Students Take It?
There is no clinical evidence Procera AVH will help college students study longer or perform better on college exams. Remember, the study involved people in their 40s. It would take research on younger folks to see if the supplement helps younger people too.
21 Is It Available Outside The US
It appears the supplement is only shipped within the US as well as Guam, Puerto Rico, Virgin Islands. Currently, it does not appear to be sold in Canada. Canadians should call the company for more information.
22 What Is Procera Protect?
This is the new name for the memory supplement called Ceraplex. This name is still mentioned on bottles of this supplement. See the Ceraplex review.
23 Procera Guarantee
You have 30 days to return unopened supplements. The guarantee does not include opened or partially used supplements. Remember the 30 days start when it is shipped to you – not when it arrives. When you return Procera, the company will refund the purchase price minus shipping/handling.
There is no restocking fee when returning supplements (unless you refuse shipments and then there is a restocking fee of $14.95) Before returning, call the company at 1-800-213-4101 to get specifics on how to do this.
24 How To Return Procera AVH
To return the supplement call this number 800-213-4101
25 Does Procera AVH Work?
Overall, the ingredients in Procera seem logical and so it's possible some people might notice memory improvements. But, more research is needed to know for sure. The supplement appears to only have 1 study showing it works. That's not much given how long this product has been around.
I’m struggling with this one. My 88 year old father has been taking Procera for several years now — I really appreciate this article. He’s on all kinds of blood thinners and drugs (like 11) and suffers from vascular dementia. He receives no treatment for the dementia itself that I can see, but has been taking Procera.
He is currently in assisted living (as is my mother — they are on different floors due to his brain issues.) I have to admit — Dad not on the procera and on the procera seems vividly different. He is much better at stringing together words that make sense…and seems to be able to communicate better on the procera than off.
He’s on Medicaid at this point and is a vet — none of us can really afford the cost of this supplement — but I can tell a difference when he is on it. He’s had friends who have “smuggled” it to him — wish he could be prescribed some of these items that could be covered. The issue about blood thinning is a problem for sure – thanks for doing the research. I’m still unsure as to what to do…Thanks for this research.
Hi Mary, I could sense the frustration in your words as I was reading what you wrote. I wish I had some words of wisdom here. As I mentioned in the review the ingredients do kind of make sense to me and there is some research on them.
Have you tried talking to a pharmacist about this and specifically Huperzine. I’ve seen Huperzine in other supplements, which makes me wonder if it might be the main active ingredient. I did a quick check and did find Procera for less than the website offers it. for example, here is Procera on Amazon
I have been where you are now Mary with parents who are older and in failing health. I will say a prayer for you and your parents tonight.
I have been taking Procera for nearly 2 years. Since starting a twice a day dosage, I remember names and events going back at least 67 years – I just had my 73rd birthday. I have noticed no unusual side effects. In my case, I do not know if the results are coincidental but would not consider discontinuing the usage. The results for me are great.
Dennis, thanks for sharing. I’m really glad you are having good results with Procera.
The most serious concern I have about the product centers on the lack of detail about the ingredients. People should know that the three “active” ingredients are readily available as dietary supplements. They are reasonably cheap for supplements when purchased separately. For example, the lowest Swanson Vitamin prices for them as of 11/30/15 are: ALC: $9.89, HupA: $5.99; Vinpocetine: $4.99. That’s a far cry from the $67 bill for a single bottle of Procera.
Of course, we don’t know how MUCH of each is in Procera, according to the review. However, the comment from “customer service” is highly problematic. They say there are “equal amounts of each.” HupA is dosed in micrograms, while the other two are dosed in milligrams. If there were equal amounts of each in Procera, either the ALC and Vinpo would have to be far below their effective dosages, or the HupA would have to be far above the dosage at which it has been successfully tested clinically.
Thank you for doing an extensive job of research! I have a friend in his 80’s who has already spent over $300 on this crap and recently asked my opinion of whether or not he should take it. (He had originally bought it for someone else who has dementia.)
It’s truly sickening that these people can make a fortune gouging from our seniors who can least afford it. It’s too late for him to get a refund I’m sure but at least he won’t be taking a supplement that may do more harm than good. Thank you so much.
Barbara, you are very welcome. So sorry to hear about your friends memory issues. Here is a link to the other memory products I have also looked at http://supplementclarity.com/category/memory-supplements/
Thank you for your research. I had my Mom on this for about a year and noticed no change. However her hair was getting thinner (I thought it was an age thing)…..when i took her off of it and increased good natural supplements her hair started getting thicker. Thank you again!
Cheryl, I’m happy to serve. Glad your moms hair is getting thicker too.
I have been on it for an hour and already notice a change foe the better. I plan on using it for at least 30 days before making final judgement. Has anyone even really tried the product?
Scott, have you seen this about Procera AVH: https://www.ftc.gov/news-events/press-releases/2015/07/supplement-marketers-will-relinquish-14-million-settle-ftc
Joe, my 90-year-old mother’s memory is worsening by the day and to see this bright, wonderful woman struggle to complete a sentence or politely ask what to do with a pancake is heartbreaking, especially for my father, her husband of 70 years. He viewed the Procera infomercial with rapt attention and told me to buy it right away. I am a skeptic, so naturally I smelled a rat in the TV box and Googled for more information, which is where you entered the picture.
Thank you for your hard work and meticulous research, your adherence to the scientific method, and most of all, for calling a spade a spade. I am most sincerely grateful. You have saved us from yet another expensive bottle of snake oil that had the potential to do serious harm before cluttering the cupboard and moldering there until the expiration date had been reached and it could be tossed out with the other trash, which is where it belonged in the first place…along with the amoral thieves who market it.
I am now going to read your Prevagen review and, hopefully, put the kibosh on that monthly load of useless hogwash from the local Walgreen’s.
David, in spite of it all, what a joy it must be to still have your parents. I know this time is a struggle and heartache for all of you and I’m happy I was able to help in a small way. I would just try to keep focused on all the good memories you all have had and to have your parents married for 70 years is amazing. This past year marks 16 years since I lost my mom and dad. They would have been around the age of your parents now. You are a good son.
There is more laughter than tears and, even now, more wonderful memories are being made every day. I know I am incredibly blessed to still have my wonderful parents and it grieves me you cannot say the same. I am sure they would be very proud of you and the fine work you do. Bless you.
David, thanks much for saying that. I do hope so.
Joe, Huperzine A is one of the ingredients in in Procera. I have a terrible memory due to the epilepsy medication I take. Huperzine A is like turning on a light switch for me. It’s incredible. I’m able to remember everything; however, if I forget to take it for over 24 hours it’s almost like I’m not able to function… I’m 46 years old, work in Marketing. I highly recommend it.
So, please don’t discredit this herb. I get it from swanson’s
The other 2 ingredients Acetyl-l-carnitine & Vinpocetine I heard about on Dr Oz. Supposed to be very helpful for memory.
Coconut Oil (the paste, comes in a jar at any vitamin store) also really helped my memory. Only issue is that it tastes so bad. I do, highly recommend it though.
Katie, I’m happy its helping you.
Joe. I have tried Procera. What a joke so far there is nothing out there. FDA approved in Dec a new pill but it is just a combination of Namenda and Aricept seems like we keep going in circles
Russ, thanks for writing. I hear your frustration. As you know, the human brain is very complex, which is likely why goes to why its so difficult to find helpful therapies. I hope one day that changes.
Wow…. I just got a pitch in the mail on a newspaper size double-sided four column paper for “the #1 best selling memory pill” and it didn’t even mention the name. I googled Gene Steiner (America’s Pharmacist” because the heading says “Pharmacist of the Year Makes Memory Discovery of a Lifetime” and got your review.
BTW, there wasn’t a return address on the envelope which really raised a red flag…. It did pique my interest, however, as my mom has early Alzheimers and my husband is starting to do some goofy things as well. After your great research and the comments, I’ll keep searching. Thanks so much….
Debra, thanks for sharing. I will say a prayer for your mom, husband and you tonight and hope you all have a happy Christmas and holiday season.
Thanks, Joe. Appreciate it…happy holidays to you and yours as well.
Great research!! I suspect you’ve helped a lot of people make informative decisions about brain boosting pills. Thanks so much!
Thathaway10, much appreciated and I do hope so.
Joe, a favorite saying I have heard: The plural of anectdote is, “No data.”
Dan, never heard of that one before. Thanks.
May I suggest that people either see a naturopathic doctor or an integrative medical doctor as they are legitimate health practitioners, as well as Chinese medicine practitioners, all of whom have helped me heal my body by treating the causes, not symptoms!!! The thorough testing they do as compared to our regular western doctors is extremely valuable information. Their knowledge of supplements is reliable and comprehensive as well.
Joe, we have been using the Procera AVh at 3 pills a day dose for almost 5 years and coupled with the Aricept, Namenda and Lexapro it appears to have added an extra layer of mood stabilization for my mother who is 86 (diagnosed formally with Alzheimer’s at 81). At one point I forgot to give her the Procera and noticed a cognitive decline and when added back in her mood improved and she balanced out over all.
She is on heart medication so although it scares me that it can elevate the blood pressure it appears her medications for the Hbp are mitigated with medication. It would be hard for me to pull her off of the Procera at this point as I am not sure if it is truly contributing to her stability or providing no value, just not sure I want to take the risk when we are doing so well here at home.
Cyhthia, Why dont you try this; show the ingredients to your doctor/pharmacist and see what they think. They will be best able to evaluate any interactions and balance that alongside with how your mom is doing when shes taking procera. I think it will help you feel better too if you get the impute of those who can best look at the big picture when it comes to your mom.