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, thanks do much for your info. My 93 yr old mother keeps receiving newspaper-sized solicitations in the mail. Tried to unsubscribe her, but there is no address associated with the mailings.
She knows her memory is failing and she is grasping at anything that might help. I’m afraid that she will make that “phone call” and it will be an incredible challenge to stop the process.
Since there is no address in the ads, PaperKarma app can’t help me. This constant barrage on her mailbox borders on “elder abuse”. Any suggestions?
Thanks again for the wonderful info. I will be sharing it with my mother shortly.
Susan, have you tried taking the mail to the post office? Maybe they can block the mail or reach out to the mailer to get them to stop your mom from getting those deliveries. I believe the post office can help you. Please let me know what they say. You have me curious now as to what action they can take.
Just noticed the date on this, hopefully the problem has been resolved but just in case, here are two links that might help, I often check on Clark Howard for consumer complaint information.
http://www.clarkhoward.com/get-your-name-offmailing-list
http://www.clarkhoward.com/opting-out-of-assorted-junk-mailings
Barbara, thanks for the links. I like Clark’s Podcast 🙂
Enjoyed your research and comments and those that contributed along the way. I’m in Louisville, KY and just saw a full page ad “marketing” the memory pill. Sites Gene Steiner and Josh Reynolds with accompanying photos and anecdotal success stories. Sounded really good so I googled and came up to your review. Thanks so much. You know the old saw, “if something sounds too good to be true it probably is.”..
I hate to be a skeptic, and retain an open mind, but I believe in doing your research as well. By and large for the general population, I strongly endorse exercise, good diet and developing a social circle and staying active. Of course, some medicines are wonderful too.
But, do your research. Best, Steve 2/20/14 Louisville, KY
Thanks so much Joe for your work.
Steve, you are very welcome. I’m happy you were able to find me.
Thank you so much for a thorough, credible, and well-researched review of this product. The ad is persuasive (as so many info-mercials are) and I was so happy to find your solid article. Again, thanks.
Nan, you are very welcome.
Hi Joe, I started taking procera two day ago can you tell if your research is real. My intuition tells me that your facts finding could be true.
Pierre, I tried to find all the relevant evidence and information I could for the product, ingredients and company so people could decide for themselves. There are a lot of comments here also that offer other insights as well. For what its worth, I hope it helps you.
I have been taking 2 each of the Procera AHV and the Brain Detox capsules per instructions from the health coach at Brain research Labs LLC for approximately 1 month. Since taking these I have noticed a loss of hair to the extent that I actually have bald spots on my head, is there anyone else out there that has had this issue manifest since starting the Procera AHV and the Brain Detox capsules?
REC, oh my goodness! I say stop taking Procera AVH if you are losing your hair. Hopefully you have. When you say you also used the brain detox capsules, you mean Ceraplex yes? I also have a review of Ceraplex here as well.
Question. You losing any hair before you started taking Procera? Have you stopped and if yes, has the hair loss stopped?
Anybody else notice hair loss with Procera?
Thank you so much for your timely research. You’ve made my day!
Your very welcome Lennie 🙂
Thanks, Joe, for your review. I too saw the infomercial (thought it was a documentary by the way it was shown on the tv guide) but I quickly noted the “used car” approach. Still we always hope for that miracle drug that will make us regain 25 years of our brain power. It’s hard to get honest opinions and it is very helpful to have someone with your diligence to get the true facts!
Sal you are very kind, thanks. Ive also noticed how infomercials have a”TV show” feel when you look at them in the TV guide. They no longer all say “Paid programing.”
Thanks for a great post. I watched the infomercial and thought this sounds real good, but I wanted to research it before paying any money. My mother is suffering from short-term memory problems and wanted to try and find something that would help her.
The red flag for me was not being able to find the amounts of the ingredients in each of the pills. They list 3 main ingredients but never disclose anything in terms of any amounts. What else are they putting in there? The fact they don’t disclose a label so you can see what is in it, should create some caution.
Also, the fact that the reporter is married to one of the testimonial people and they don’t mention it, does not make any sense. If my wife and I were involved in something that we both believed in, we would tell everyone about it. The reason they don’t disclose it, is they want everyone to think this reporter is unbiased. She is very biased based on this disclosure.
The best thing I have found so far to keep your mind focused is an awesome multi-vitamin. GNC Men’s Health is what I take. (I have no affiliation with GNC, none what so ever). I also take a B6 supplement, Calcium, Ginko Biloba, CoQ10, Glutamine and an Amino Acid supplement. This works very good for me. The reason for the Amino Acid supplement is it keeps muscles tone and I work out about 3 times a week. I take it even on off days. I am 55 and weigh the same as I did in college.
Rick
Thanks Rick for the kind words and sorry to hear about your mom. I do believe keeping physically and mentally active (having friends, hobbies etc) can help. Maybe activities at a local YMCA or community center might help? Just a though. I know its difficult to watch the decline of your parents.
Have you ever checked out Focus Factor. We used it for my dad about a year ago when he was in mid stage of dementia. It seemed to help for a few months now he is in stage 6-7. We stopped using it as we did not notice as much improvement after stage 5-6.
Wanda, I’m actually writing the Focus Factor review now! It should be completed soon 🙂
Joe, I am impressed with your review of this product. It seems we are still living in the olden times when snake oil was peddled and sold by scam artists as a cure all for just about anything that ailed you. Of course, today the presentations are thoroughly researched and presented by professionals, and the language and props are tremendously more sophisticated, but, sadly, it’s still very much like it was a hundred years ago: selling cure all tonics with fraudulent claims of health and healing to people wanting to find real answers to real ailments.
Bottom line: Making Money. Thank you so much for all your hard work.
Mary, you are quite welcome and thank you for your very kind words.
Procera is a product I used for a month until my hair started falling out. The boiler room mouthpiece for the company showed no concern. But, stated that “no one else has or had that problem”. A searched the internet and found out that was a lie. I called back asking for a refund and sent back the product I purchased. They never returned my money, nor commented on the display of unsatisfied customers found on the internet when you enter Procera.
Tom, really sorry that happened to you! This is the first I’m hearing of hair loss with Procera. Anybody else experiencing this? Maybe if contact the BBB they can reach out to them and see if you can get a refund. Here is the link where you can do that if you wish
http://www.bbb.org/west-florida/business-reviews/research-laboratories/key-view-labs-in-tampa-fl-90146840/complaints
Poorly done infomercial on Procera AVH , so I checked it out online . Responsible marketers should list amount in each ingredient …… ie . mcg or mgs ….. they don’t ! ! Thanks , Joe for your efforts !
Jan, anytime, glad to help 🙂
Thanks for such a detailed evaluation. There are so many products that prey on ones fears… it’s always good to check things out and you saved me so much time! Thank you. Take care and God bless you.
Sarah, you are very kind. I’m glad I was able to help save you time 🙂
Hi I just saw the advertisement about this, I’m not sure if I believe this , but I do believe in natural foods and some herbs that can help with our health, and also vitamins. I don’t like when doctor’s tell me vitamins and other natural ways help the body to heal and stay healthy don’t work.
They are always trying to push every new drug out there, and telling us to be careful with natural things because they are not approved, how about the drugs and all the side effects , my goodness some of the side effects are scary. I would never take them, why would anyone take something that says , you might get dizzy, you might feel like you want to commit suicide, and other things might happen to you taking this drug.I feel these drug companies are making lots of money and people are being brain washed.
Fanny, Actually there is some regulation on supplements but its different than for medications. Regardless, I understand your frustration. Unfortunately I think a lot of the side effects we hear about with respect to drugs are mostly based on fear – fear of being sued if they didn’t say them. Sure, they could happen but what are the odds in them happening? I wish instead of saying “erections lasting longer than 4 hours” they would say something like “the odds of erections lasting longer than 4 hours are 1 and a billion” or something like that.
I think if they gave the odds of a side effect, it might reduce fear especially if the medication is only used infrequently.
Thank you so much for your through research. I saw the adv on TV and was tempted to try. After I read your reviews, no way I will try it. But I just recommend by a friend and got a bottle of ‘Brain Boost & Renewal” by Isagenix. They said its very popular in US. Is it true? I am from Canada, Calgary. Can you or anyone help to look into this product and see if it is a scam too. Thank you so much. Really appreciate the detailed research you did. So impressed.
Jane, I’m happy to help! Ive never heard of Brain boost or renewal by isagenix but isagenix is on my list of things to look at. Isagenix makes many different supplements. I will add brain boost and Renewal supplements to my list of things to look at (I really do have a list)
The truth will set you free. Thanks for your thorough, thoughtful, review.
TS, you are quite welcome – and so right 🙂
Advanced Memory Formula is the product that I
suggested reviewing in a comment posted here
in the Procera review (august 27, 2013).
Thanks Earl for your feedback!
Thanks Mark, for the reminder 🙂
My wife and I are taking Advanced Memory Formula by Advanced Bionutritionals. We are in our early 80’s. We seem to think it helps. We only take one capsule daily. They suggest twice daily. Have taken for six months.
Earl, thanks for the feedback. I’ve never heard of the Advanced Memory Formula you both are taking and Im happy you are noticing some positive changes. 🙂
Great job Joe!
Thanks so much for the research.
This country is out of control with these scams and making “the buyer beware” perfectly legal.
There should be a required research study by a unbiased group before they even let an advertisement air.
Thanks again and keep up the good work.
Thanks Jeff!
Thank you very much for providing this article on the internet.
I am staying in Oregon while traveling and in this morning’s local paper there is a half-page ad for what is obviously this product. But I was very suspicious that nowhere in the text do they tell you what the product is named!
I believe that is an attempt to keep people from finding unbiased information, such as your article, which would reveal it to be the scam it clearly is. Those involved in this fraud should be investigated by any and all public agencies which may have some control in this matter, and held to account for this deceptive, potentially harmful “supplement.”
It would also be very helpful if publications such as the newspaper I am reading did some due-diligence to determine if they are being used to perpetrate a consumer fraud. But, as long as there is money to be made, “Caveat Emptor!” It sadly seems to be our only protection.
penguinn, Others have also told me about commercials for the product that dont mention its name. It’s interesting marketing that I dont think Ive seen before.
Thank you so much for your in depth review of this product. When I saw the commercial, I called to get more information. I then said that I want to look at the reviews online. A few days later I got a call saying that someone from this number called them about ordering their product. I told them that I found your review. I got a “click”. All other “reviews” I found were their own reviews. Thanks again.
Jan, well, I’m glad you found me! 🙂