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 a updated and expanded Procera review to help you find out if its right for you. 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 to make it easy to scan. Does Procera really work? See the evidence. You decide. Also see the reviews on Prevagen, Nerium EHT and Focus Factor for more insights.
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:
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.
After 30 days, people taking Procera AVH showed significant improvements in some memory tests. In other tests, they didn't. Areas people showing 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. This is the study that claim comes from.
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.
- High drop out rate. Originally, the study had 90 people. It ended up with 74. Sixteen people dropped out.
- More dropouts in the placebo group. I'd like to know why people getting the placebo left the study. The researchers don't tell us why.
- 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 investigation also tells us 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 – see below for more on them).” 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.
This appears to be the only study available. No further research studies on this supplement could be located.
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:
- Huperzine A
When I orgionally called their customer service to ask about how much of each was in the product, I was told it had equal amounts. I was pretty sure that wasn't true they have to list ingredients in order of abundance. 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 exactly the amount used in the Procera study.
Let's now look at the ingredients in the supplement.
We make acetyl carnitine and it's found in foods like red meat. The molecule also “looks” like the brain chemical acetylcholine. Several studies have shown that Acetyl 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 low-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 carnitine may increase the risk of seizures, those with seizure disorders should talk to their doctor first.
In some countries this is sold by prescription. Another name for 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.
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.
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 acetylchoiline levels, Huperzine A side effects may range from elevated blood pressure and muscle cramps to, vomiting, sweating, seizures and blurry vision.
Huyperzine 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.
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. It's odd bottles don't provide a months supply. Some bottles do contain 90 capsules.
6 Buy Procera
So who sells Procera? Fortunately, this supplement has been around a long time and can be found locally 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.
At the website Post-Gazette.com it was said only 2 days after her retirement, Patrice King Brown shows up on TV as the host of this Procera AVH infomercial. Only 2 days later.
Patrice King Brown is married to Dr. Paul Nemiroff PhD, MD, who also also appeared the original Procera AVH infomercial. At several times during the 30 minute commercial I notice “Breaking News” in the lower left hand corner of my TV screen, giving people the impression that this commercial was a “news segment.”
At one point during the infomercial Dr Nemiroff showed an illustration of two brains – “before” and “after” pictures which gives the impression of what's supposed to happen before and after using this supplement. At one point, Patrice King Brown says the “after” picture is “lit up like a Christmas Tree!”
At the end of the infomercial it says “Dr. Nemiroff is a medical doctor and is partially compensated from sales of this product.” In other words, the more supplements were sold, the more he made. Nothing wrong with that. Just wanted to point this out.
It's been several years since the infomercial aired. As far as I know neither Mrs King or Dr Nemiroff are associated anymore with the product.
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. Wow! I remember those! He's also the inventor of the Procera memory support supplement too. Mr. Reynolds is the author of the book 20/20 Brain Power (which Dr Heller is also listed on the cover) published in 2005 and 20/20 Brain Power Recipes, published in 2006.
Linkedin tells us he attended Colgate University from 1960-1964 but does not show what his degree was in. He may no longer be involved with the company.
Dr. Gene Steiner
Dr. Gene Steiner (also called Eugene Steiner) also originally appeared on the infomercial. He used to be mentioned on the product website too but no longer is.
During the infomercial Dr Steiner says, “As a pharmacist, I've always felt helpless in recommending a solution for memory loss.” Oh really… What about all the research showing the benefits 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, PhD. 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||Pantiothanic acid|
|Vit B6||Procera AVH|
|Pantothenic acid||green coffee|
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. Don't jump to that conclusion. Remember, the research study did not involve any of these other supplements.
Also, 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 (so don't take close to bedtime) as well as unproven Green coffee extract
See the Green Coffee Review
Notice both the Advanced Brain and Extreme Focus supplements contain rhodiola rosea. There is some evidence rhodiola rosea might help depression, anxiety and fatigue.
The Memory Support supplement just looks like a ginkgo supplement to me.
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 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. I'm sure most have seen it's TV commercials. It contains an extract from jelly fish 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. Please read the Prevagen review an in depth review on that supplement
14 Procera vs. Nerium EHT
One of the most unique memory support supplements to come around in a long time 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 huperine A as an ingredient.
If you are on the fence about these memory supplements, I've written the most in depth review on Nerium EHT on the internet, so see that for more insights on that supplement.
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 a 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 this review was originally created. The BBB also discusses the action the FTC has taken against the company for claims made about the supplement.
In short, the FTC ordered Key View labs to pay 1.4 million dollars. See the BBB fore 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 research study on this supplement revealed no side effects, that investigation only lasted 30 days and involved relatively healthy people. While I'm tempted to say it's safe in healthy people, I'll advise you to 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:
- Speak to your doctor /pharmacist first if you have dementia or take dementia meds.
- Stop taking Procera at least 2 weeks before having surgery.
- Don't take if you are pregnant or breastfeeding.
- Acetly L Carnitine might have a blood thinner effect, so it may interfere with anti coagulant drugs people take for heart disease. 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. In addition 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 to see if they do.
22 What Is Procera Protect?
This is the new name for the memory supplement called Ceraplex. This name is still mentioned on bottles. 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 restock 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. That said, due to the lack of research, it's hard 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. Did Procera help you? Let me know below.