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.
Joe,
I’m so impressed with your research, I’ve been listening to this Procera AVH informercial. They showed two images of the brain, before and after. They talked about how the brain was light up like a Christmas tree!!!
It is so easy to fall for this. I’m glad I did some research and found yours.
Thank you for all your work,
Lupita Hi O’Connell
Nice work-up. First time on your site and I like your research. Thanks.
Great review, unbiased and factual. I like to review products before I purchase them whether it be a camera or a supplement. Will be using your site on a regular bases. Thanks for helping me not get ripped off or injuring my health.
I stumbled upon this infomercial late one night and after watching this “scam show”, I realized where my mother who suffers from advanced Alzheimer’s disease was hearing about a “medication” that would cure her. She has repeatedly asked me for this and has actually used “bites” heard on this program such as– are you being controlled by your children, spouse?.. had your independence taken away… get your memory back like you had 20 years ago, to name a few.
This program is so highly offensive to people directly dealing with loved ones who are dealing with any type of dementia diagnosis. It’s interesting, but highly intentional, how they skirt over using terms such as Alzheimer’s disease in this program, but “play” upon symptoms directly related to this disease such as paranoia and unfortunately loss of independence due to the destructive progress of the disease. This is such a scam against our aging population.
It’s unfortunate that people like my mother are exposed to this, but thankfully she does not have the means to purchase this garbage. I plan to ask our local TV station that plays this infomercial to stop and will refer them to your analysis as reason to do that. For all of the professionals that are trying diligently to actually find a cure and prevent Alzheimer’s disease for future generations, it is a slap in the face that the individuals involved in this scam are allowed to present themselves as credible experts in brain science.
Saw the infomercial this morning. Rarely watch infomercials. It caught my attention and was interested. Afterwards, thought I would check it out on-line and read your review. Think I’ll pass on the product. Thank you so much for doing what you do. You do an excellent job and it’s got to take a lot of your time. Thank God for people like you that take the time and provide a tremendous help to all of us. Thanks Joe.
Jorge
Jorge, it takes a little time but since Im curious also about these products, it never feels like work 🙂
Excellent article, well written and executed.
I just read an ad featuring a Dr. Arnold Bresky. I called the number and and received a hard sales pitch for Procera. After I refused the offer, I also received a call back with another sales pitch. Interestingly, the ad made no reference to the Procera brand name, just referring to it as a compound.. Dr. Bresky appears to have good credentials, why he lend his name to such a shameless advertisment is beyond me.
Joe, thanks for taking on this mission. My aunt has bought into this stuff lock stock and barrel. In fact she sent a bunch of it to my mom who is 84 and experiencing rapid short term memory loss. What’s worse is my aunt called this morning to say she gave my name and number to a salesman of Procera and that he would be calling me. Oh brother. My poor aunt.
Sure enough he did- but had to leave a message. He claimed it was an all-natural supplement for improving brain health and short-term memory. Now I’ve got to call this guy and tell him to please remove my number from his database. I sense either an impending family feud or enlightenment approaching. 😀
Randall, I’m hoping for enlightenment 🙂
Saw TV infomercial while waiting for sports show following on the regional sports channel where it showed this morning. Almost bought.
RED FLAG: Unlike many direct sales ads, they never show a web site to augment the phone number. So, obviously, they want to direct consumers to the hard sell.
I Googled “Procera AVH” and, thankfully, discovered this excellent analysis. I noted that the search produces a couple of “Is Procera a scam…?” type headlines, which actually turn out to be links to their own marketing! I am appreciative that the search engine has you in the midst of that.
Thanks, Joe.
Private Guy, Glad you found me. Yes marketers know that most of us search for the name of the product plus the word “scam” and so they add in that stuff. Fortunately Google is getting pretty good at catching onto that type of stuff.
How about Prevagen, also makes claim for better thinking? Great report, interesting. Anders Berg, Phoenix
Anders, Prevagen is sitting on my fridge right now waiting to get reviewed 🙂
Joe, thank you so much for all your hard work. I have decided I will not buy this product. What a shame all the customers not looking further into it the claims . I’m glad I found your review. Thanks again .Marie
Superb research! Too bad AMA does not exercise some oversight in these situations. You seem to have covered all bases thoroughly, but I missed seeing the credentials of Dr. Paul Nemiroff whom I have some questions about! We know about his wife, but what about him? Does he really have a PhD in behavioral science? Is he retired? Is this his sole source of income? Did I hear his wife say he is a surgeon? Where did he go to med school? Internship? Residency? Licenses?
Many thanx for your invaluable service.
Don, thanks I appreciate that. I looked up Dr Nemiroff and according to healthgrades.com he is an Otolaryngologist
http://www.healthgrades.com/physician/dr-paul-nemiroff-xpswh
I’m not sure if he is still practicing or not.
Hi Joe, we are so thankful for the time and energy you put into the research of this product and many, many more I suspect..as I was ready to pick the phone up and buy,buy,buy. Im only 40 but I forget things just told to me 12 hours ago. I am going to start an exercise regimen because I had no idea it helps with the function of the brain in such a way. Joe is there a supplement u do recommend over the counter that supports the brain? Gingko Biloba?
Anonymous, The research on gingko biloba is very weak as far as memory is concerned and I dont think it will work. Did you get checked out by your doctor? I think that is a good first step to rule out anything that might be going on. If you have a lot of stress in your life that can also hurt memory. I do think the exercise will help but I’d also say go get checked out by your doctor who can give you a better idea of what might be going on and ease any fears you may be having.
Hi,I apologize for my English.
I would like to thank you for all the information because today I was going to order Procera AVH to bring it in Italy to my mother who is experiencing memory loss.
My God! I am so desperate to help her I almost ordered a product that eventually could even harm her fragile heart . I felt very scared!
Thank goodness I clicked on your link!
You should be very proud of your job!
Thank you very much for helping me and my mother !!!
God bless you.
Paola
Paola, I share your desperation as I’ve been there myself. I will say a prayer for your mom -and you -today.
Your English was perfect – better than mine too 🙂
Joe, wonderful article. Thank goodness when I started my research on the product, Procera AVH, your article was the first one I chose. You have just saved me a lot of time researching and you did an excellent job of it.
Jo, Im happy you were able to find me easily 🙂
Thank you for your thoughtful review! I just got online to review the product myself because I was suspicious. I think exercise is a better brain booster. I had an mild brain injury in ’06 so I’m always looking for ways to support my brain.
Lyn, thanks. Exercise really does have more proof.
Joe, I was seriously thinking of purchasing this item and then did some research and came across your opinion. I so appreciate your thoughts and comments. You seemed very unbiased and logical with your approach and I can see you did a lot of research on your own. Great job!
Kelly, I appreciate you saying that!
Thank you for sharing your analysis of this product. You have methodically reviewed questions all consumers should address when taking new drugs or supplements.
Vinpocetine has worked for me for about 4 years. As a customer service rep, I began having mental lapses (forgetting what I was doing). Vinpocetine stopped the lapses.
You can purchase it at Vitamin Shoppe for 19.99 for 100 tablets ( I don’t work there or own stock)
Thank you for the research. My parents are in Florida and my mother asked me to look into this supplement for my father. I think I will advise them to keep up the walking at the condo. I do give my father Nature’s Sunshine Brain Protex, with Huperzine A, since I have found that they are a reputable supplement company. Not sure if you have ever reviewed that product.
Sandra, honestly I have not yet looked at Natures Sunshine Brain Protex yet. Its possible its ingredients have been in other products I have looked at so if you know the ingredients, just put them in the search box and see if they show up.