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Ingredient & advertising guide

This page has two jobs. First, it explains every one of the three ingredients printed on the label of the mushroom powder we sell, what each is, and what the research does and does not say about it. Second, and this is the part most advertising pages leave out, it lists the headlines we run, tells you which ones are exaggerated, and separates the small number of things that are genuinely supported by evidence from the many that are not.

1. Our headlines, and what is actually true

These are the headlines we have run, grouped by the claim they make. The right-hand column is our own plain assessment. We have marked each family of headlines as Exaggerated, Partly true, Withdrawn or Broadly supported.

The headline as you saw it	What is actually behind it
"Mental Decline Begins When Seniors Can't Spell These 3 Words. Test Now""Top Doctors Say Mental Decline Begins When Seniors Can't Pronounce These 3 Phrases. Can You?""MDs Say Mental Decline Begins When Seniors Can't Pronounce These 3 Phrases. Can You?""Memory Decline Begins When Seniors Say These 3 Phrases (See The List)""Declining Memory Begins When Seniors Say These 7 Phrases. See Which Ones"	Exaggerated There is no set of three words, three phrases or seven phrases whose spelling or pronunciation marks the beginning of mental decline. Nothing "begins" at a word. Word-finding and naming tasks do appear inside real cognitive screening tools, but those tools are administered and interpreted by a clinician alongside your history, your medications and a physical exam. Failing a word online means nothing on its own: plenty of people with perfectly healthy brains stumble over a word when they are tired, anxious, or being timed. "Top doctors" and "MDs" refer to no specific doctor. See section 5.
"Japan's Oldest Doctors Say Memory Loss Isn't Age: Just Avoid Drinking These 3 Beverages""Japan's Greatest Doctors Say Memory Loss Isn't Age: Just Avoid Drinking These 3 Beverages""Japan's Oldest Doctors Say Memory Loss Isn't Age: Just Avoid Eating These 3 Foods""Japan's Oldest Doctors Say Memory Loss Isn't Age: Just Stop Eating These 3 Foods"	Exaggerated No group of Japanese doctors issued this statement. There is no such panel, no such list, and no source we can point you to. Japan appears in the headline because it is widely associated with long life, which makes the claim feel credible. That is a marketing decision, not a citation. The second half is also wrong in an important way. Memory loss is strongly related to age. Age is the single largest risk factor for dementia, and no diet removes it. What is true is narrower: certain long-term drinking and eating patterns are associated with faster cognitive decline in large population studies. Association is not proof of cause, and "just avoid these three" is not how any of it works.
"Nobel Prize's Doctors Say Memory Loss Isn't Age: Just Stop Eating These 3 Foods"	Withdrawn We retract this one outright. No Nobel laureate has endorsed this page, this product, or any list of three foods on our behalf. Attaching the Nobel Prize to an advertisement implies an authority that does not exist and we should not have run it.
"The Overlooked Boxed Cereal Now Tied to 8 Out of 10 Memory Cases"	Our headline was wrong There is no such statistic. No study ties any cereal to eight out of ten cases of anything, "memory cases" is not a category any researcher uses, and no cereal has been "overlooked" by anyone: the sugar figure is printed on the side of every box. The number was invented for the headline and we withdraw it. The grain of truth is the same as for the other cereal headlines below: sugary cereals are mostly refined starch and added sugar, and diets heavy in both are associated in population studies with poorer memory scores [1] and with faster cognitive decline over years. [2] That is a modest association across thousands of people, not eight in ten of anyone. See section 3.
"Brain Experts Now Say These 3 Cereals Age the Brain Faster Than Time""Scientists Now Say This 1 Cereal Ages the Brain Faster Than Time"	Exaggerated No food ages the brain "faster than time." That phrase was written for effect and it is not a finding from any study. It is also internally inconsistent: in one version it is three cereals, in another it is one, because the number is something we test for click-through, not something we measured. The grain of truth: diets high in added sugar and refined starch are associated with poorer memory scores and greater cardiovascular risk over years. That is a modest effect across a population, not a fate sealed by a bowl of cereal. See section 3.
"Doctors Now Say This Popular Evening Drink Is Behind Memory Loss""Doctors Now Say This Popular Evening Drink Is Behind Brain Health Decline"	Partly true The "evening drink" is alcohol, and of everything our ads point at, this is where the evidence is strongest. Heavy and even moderate regular drinking has been linked in long-running studies to worse brain outcomes, including shrinkage of the hippocampus, the region most involved in forming memories. Excessive alcohol is one of the risk factors named in the 2024 Lancet Commission on dementia. [3] [4] What is overstated is the word "behind." Alcohol is one contributing risk factor among many, not the cause of memory loss. Cutting back is a genuinely good idea. It is not a cure, and it will not undo damage already done. It is also worth saying plainly: the powder we sell contains no alcohol; it contains caffeine from coffee fruit, an amount the label does not state, so count it with your coffee.
"Doctors Name 5 Popular Drinks Now Tied To Memory Decline. Coffee Tops The List""Seniors: These 4 Drinks May Be Aging Your Brain Faster""The 4 Drinks Brain Doctors Want Seniors to Quit""Neurologists Say Cognitive Decline Isn't Age: Just Stop Drinking These 2 Popular Drinks""Doctors: 3 Popular Drinks Now Tied to Memory Loss in Seniors"	Exaggerated Notice that the count changes: two drinks, three, four, five. It changes because it is an advertising variable we rotate, not a number that came out of a study. No neurologist is named in any version, because none was consulted. "Coffee tops the list" is the clearest thing we have got wrong. Large reviews of coffee and cognition have generally not found ordinary coffee drinking to be a risk factor for dementia; several report a neutral or modestly favourable association. If you drink coffee and enjoy it, this headline gave you a reason to worry that the evidence does not support. Our own article about this extract suggests no coffee after two in the afternoon, for the sake of sleep. That is a timing point, not a claim that coffee harms memory. See section 2.
"Brain Doctors: Quit These 4 Drinks Before It's Too Late"	Exaggerated No brain doctor was consulted for this headline, and there is no "too late." The deadline was invented to make you click. The four drinks are the ones in section 2: alcohol, sugar-sweetened soft drinks, energy drinks and sweetened coffee-shop drinks. Cutting back on them is sensible for your heart, your sleep and your weight, and long-running population studies link heavy use of the first two to poorer cognitive outcomes over years. There is no evidence that quitting them on any particular day changes anything about your memory, and there is no age after which the change stops being worth making. See section 2.
"Memory Slipping? Check These 4 Everyday Drinks First"	Partly true Half right, in the wrong order. If your memory is slipping, the first thing to check is not a drink; it is your doctor, because several treatable causes listed in section 6 look exactly like memory loss and none of them is fixed by changing what you pour. The four drinks are the everyday ones in section 2: alcohol, sugary soft drinks, energy drinks and sweetened coffee drinks. Reviewing them is a reasonable second step, mostly for sleep and for your heart. Not enough plain water belongs on the list too, and it is the one our own article dwells on. See sections 2 and 6.
"America's Top Experts Say Mental Decline Isn't Aging: Just Avoid These 5 Kitchen Drinks"	Exaggerated The same construction as the "Japan's doctors" headline above, with the country changed. No panel of American experts issued this statement, and we cannot point you to one. Mental decline is strongly tied to age, and no drink removes that. The five kitchen drinks are alcohol, sugar-sweetened sodas, diet sodas, energy drinks and sweetened coffee-shop drinks, all in section 2, where the honest version of each is written out. "Just avoid" overstates what any of that evidence shows. See section 2.
"Still Sharp at 90? Seniors Are Rethinking These 3 Everyday Foods"	Partly true The gentlest of our headlines, and still an overstatement. Nobody knows what keeps a particular person sharp at 90. The largest studies point to blood pressure, hearing, physical activity, social contact and education far more than to any food; see section 7. The three everyday foods are sugary breakfast cereals, processed meats and packaged baked goods, all in section 3. Eating less of them is associated in population studies with better long-term brain and heart outcomes. That is a modest, slow effect across a population, and no food is a guarantee at any age. See sections 3 and 7.
"Drink one cup a day and watch your memory change"	Exaggerated The cup is your own coffee with half a teaspoon of this powder stirred in. Nothing in that cup has been shown to change memory: the one lion's mane trial in adults over 50 used 3.2 grams a day of the mushroom itself, and a scoop is 1.3 grams of three ingredients together. What a daily cup can honestly give you is a two-second habit, done at the same time each morning, that carries the rest of a routine: water, a pause, a line in a notebook. "Watch your memory change" should not have been written. See sections 7 and 9, and the ingredients below.
"One level scoop in the morning coffee: a mushroom blend that weighs 1.3 grams, the trials that used 3.2"	Broadly supported This is the arithmetic our article is built on, and it is on the label. The Supplement Facts panel prints a serving of half a teaspoon, 1.3 grams, for the whole three-ingredient blend, with no figure for any single ingredient. The one placebo-controlled trial of lion's mane in healthy adults over 50 used 3.2 grams a day of the fruiting body alone. [5] The comparison is fair and it is meant to lower expectations, not raise them: it says that a scoop holds less than half the trial's daily mushroom even if the whole scoop were mushroom, which it is not, and that the powder's mushroom includes mycelium grown on oats, which the trial did not use. It is not a claim that the powder works.
"Neurologists Name 5 Popular Prescriptions Now Tied to Memory Decline"	Partly true, and the most dangerous to act on This one is closest to real research. Several widely prescribed drug classes have been linked in large studies to higher dementia risk, and prescribing guidelines already flag some of them as poor choices for older adults. [6] [7] [8] But an advertisement is the worst possible reason to change a prescription. Stopping some of these medicines suddenly can cause seizures, dangerous rebound anxiety, or a return of the condition being treated. Never stop or change a prescribed medicine because of something you read in an ad, including ours. Read section 4 before you do anything.

2. Every drink our ads point at

Our headlines have referred, in different versions, to "3 beverages", "4 drinks", "5 popular drinks", "2 popular drinks" and "this popular evening drink" without ever naming them. Here is the complete list of what we were pointing at, and what the research actually supports for each one. Where a study is cited, it is observational unless stated otherwise: it can show that two things travel together in a population, not that one causes the other.

3. Every food our ads point at

The food headlines referred to "3 foods" and to "cereals": one cereal in some versions, three in others. Again, the number was ours, not a finding. Here is what was meant, and what stands behind it.

4. The "5 prescriptions" headline

Our headline said "5 popular prescriptions now tied to memory decline." It named none of them. These are the drug classes that research has actually flagged. "Tied to" means associated in observational studies, not proven to cause.

What this section is not. It is not a claim that these medicines cause dementia, not medical advice, and not a suggestion that a mushroom powder is an alternative to any of them. It is a prompt to have one specific conversation with a professional who knows your history. Two things in the powder we sell deserve a mention in that conversation of their own accord: the coffee berry carries caffeine in an amount the label does not state, which matters for anything taken for the heart or for blood pressure; and the mushroom and green-tea extract are worth naming if you take anything daily. One more reason to have that conversation before you make it a daily habit.

5. The "3 words" and "7 phrases" tests

Several of our headlines invite you to test yourself on words or phrases: spell these three words, pronounce these three phrases, see whether you say these seven phrases. There is no such validated test, and we cannot give you a real one, because a real one does not work that way.

What actual cognitive screening looks like. Clinicians use short structured tools. The Mini-Cog, the MoCA (Montreal Cognitive Assessment) and the MMSE are the common ones. They do include word tasks: recalling three unrelated words after a delay, naming animals, repeating a sentence. But three things make them different from an online quiz:

• They are administered in person, in a standard way, by someone trained to do it.
• The score is interpreted against your age and education, not against a fixed pass mark.
• A low score is a reason for further evaluation (bloodwork, medication review, history from a family member, sometimes imaging), never a diagnosis by itself.

Screening tools also produce false alarms. Anxiety, poor sleep, hearing loss, depression, pain and simply being nervous all lower scores in people whose brains are fine. This is precisely why an online word quiz is meaningless: it has none of the context that makes the real instrument useful.

6. Real warning signs, and the causes worth ruling out

The genuinely useful list is not about spelling. It is about whether memory or thinking has changed enough to interfere with everyday life. Signs that deserve a medical appointment include:

• Memory loss that disrupts daily life: repeatedly asking for the same information, relying on notes and family for things you used to handle yourself.
• Difficulty completing familiar tasks: a routine recipe, a regular route, paying the usual bills.
• New trouble following or joining a conversation, stopping mid-sentence, or calling things by the wrong name.
• Confusion about time or place: losing track of dates or seasons, or how you got somewhere.
• Trouble judging distance, or reading. Worth checking, since it can also be vision.
• Putting things in unusual places and being unable to retrace steps, sometimes with a sense that others are to blame.
• Noticeably poorer judgement, especially about money.
• Withdrawing from work, hobbies or social life; changes in mood, personality, suspicion or apathy.

Ordinary ageing looks different: occasionally forgetting a name and recalling it later, misplacing your glasses and finding them, needing help with an unfamiliar device, taking a moment to find a word, rereading a paragraph after lunch and getting it on the second pass. That is normal and common at every age.

7. What actually has the best evidence

If we only had one section to be useful in, this would be it. The 2024 report of the Lancet standing Commission on dementia concluded that nearly half of dementia cases worldwide, around 45%, could potentially be prevented or delayed by addressing fourteen modifiable risk factors across the life course. ^[3] Not one of them is a supplement, a liquid extract, or a list of three foods.

• Treat hearing loss. Use hearing aids if you need them.
• Control blood pressure from mid-life onward. Take the medication as prescribed.
• Treat high LDL cholesterol and manage diabetes.
• Do not smoke.
• Stay physically active. Regular walking counts, and it is free.
• Limit alcohol.
• Treat depression, and take it seriously in older adults.
• Stay socially connected. Isolation is a measured risk factor, not a soft one.
• Correct vision loss: get cataracts treated, keep the prescription current.
• Protect your head from injury; reduce fall risk at home.
• Sleep properly. Persistently short sleep in mid-life has been associated with higher dementia incidence. ^[10]
• Keep learning: education and continued mental engagement across life.
• Maintain a healthy weight and reduce exposure to air pollution where you can.

These are unglamorous. They cannot be delivered in a headline, they take years, and none of them can be sold to you by us. They are also, by a wide margin, the best-supported things on this entire page.

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8. Ingredient guide: what is actually in the powder we sell

What each of the three ingredients printed on the label of Laird Superfood Focus and Memory Mushrooms is, what it is traditionally used for, and what the cited research says. The label gives one figure for the whole blend, 1.3 grams per half-teaspoon serving, about 69 servings per bag, and no amount for any single ingredient; lion's mane is listed first and is very likely the largest share, coffee berry last. The caffeine from the coffee berry is not printed. There are no other ingredients. Where a study is cited below, it used one ingredient at a time, in a measured dose; none of it tested this blend. Read the statement at the end of this section before you buy anything.

Lion's mane (Hericium erinaceus), fruiting body

An edible mushroom with long, white, downward-hanging spines that grows on older beech and oak trees in temperate forests across the Northern Hemisphere. It is eaten as food, especially in East Asia and the United States, with a texture often compared to crab or lobster.

Traditional and everyday use. Known as yamabushitake in Japan and houtougu in China, it has a long history of use as a food and in East Asian and Native American traditions.

What the research says. In a 12-week placebo-controlled trial of 31 healthy adults over 50, a daily lion's mane fruiting-body preparation (3.2 g/day) was associated with higher scores on a standard mental-status test compared with placebo.^[5] A visual-retention test in the same trial did not change, and the dose was far larger than a liquid extract or a spray delivers. In a separate pilot trial in 41 healthy adults aged 18 to 45, a single 1.8 g dose was associated with faster performance on the Stroop task an hour later, while 28 days of it produced only a non-significant trend on self-rated stress.^[12]

Amount per serving in Focus and Memory Mushrooms. part of a 1.3 g blend (the 12-week trial in adults over 50 used 3.2 g a day of fruiting body)

Good to know. Generally regarded as safe as a food. Stomach discomfort, nausea and skin rash were reported by a few participants in one clinical study. Avoid if you are allergic to mushrooms.

L-theanine

An amino acid found almost exclusively in tea leaves (Camellia sinensis) and in a few mushrooms. A cup of brewed green tea contains roughly 25 to 60 mg of it. It is what gives green tea its savoury, brothy taste.

Traditional and everyday use. Consumed for centuries as part of everyday tea drinking in China and Japan; isolated and named in Japan in 1949.

What the research says. In a placebo-controlled study in men and women aged 50 to 69, a single dose of l-theanine was associated with a faster reaction time on an attention task and with more correct answers and fewer omission errors on a working-memory task.^[13] The published summary of that study does not state the dose used, so no comparison with any product amount can be made from it.

Amount per serving in Focus and Memory Mushrooms. part of a 1.3 g blend (amount not printed)

Good to know. Generally well tolerated. If you are pregnant, nursing, or under a doctor's care, talk to your doctor before adding any supplement.

Coffee berry (Coffea arabica whole fruit powder)

The red fruit that surrounds the coffee bean, usually discarded after the beans are removed; dried and powdered it contains polyphenols and a small, variable amount of caffeine.

Traditional and everyday use. The fruit is drunk as 'cascara' tea in Yemen and Bolivia.

What the research says. In a single-dose study in healthy adults (10 per group), 100 mg of whole coffee fruit concentrate raised a blood marker (BDNF) by about 143 % over two hours; the authors asked for larger studies, and a blood marker is not a memory test.^[14] Whatever alertness the powder gives comes from its caffeine, which EFSA says increases alertness in moderate doses.^[15]

Amount per serving in Focus and Memory Mushrooms. part of a 1.3 g blend (a natural source of caffeine; milligrams not printed)

Good to know. Contains caffeine in an amount the label does not state; one verified reviewer reports jitters. Count it with your coffee.

*These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease. This information does not constitute medical advice and it should not be relied upon as such. This product is not a substitute for medication or other treatment prescribed by a physician or health care provider. Consult your doctor before starting any dietary supplement.

9. What we can and cannot promise

Set against the headlines that brought you here, this is the complete and honest position.

Things we cannot promise, and that nobody selling you a supplement can:

• That this powder will improve your memory.
• That it will prevent, delay, slow or reverse dementia or Alzheimer's disease.
• That it offsets alcohol, sugar, processed food, or any drink or food named on this page.
• That it can replace a prescribed medicine, or make a medication review unnecessary.
• That any doctor in Japan, any Nobel laureate, any neurologist or any "brain expert" recommends it. None has.
• That a word or phrase quiz can tell you anything about your brain.
• That a scoop of this blend delivers the 3.2 grams of lion's mane used in the one trial in adults over 50, or any other dose used in the trials. The label prints one figure for three ingredients, and nobody has tested the blend.
• That the words "Focus and Memory" on the bag describe anything that has been shown. They are a product name, and the same label carries the FDA disclaimer.

Things we can say honestly:

• It is a powder of organic lion's mane grown on oats, L-theanine from green tea and coffee berry, with no fillers, made for a company in Oregon that publishes a mailing address, a phone number that answers seven days a week and an email. Every ingredient printed on the label is listed above; the label gives one amount for the blend and none per ingredient.
• It contains caffeine, from the coffee berry, in an amount the label does not print. It is meant to be stirred into a drink that usually has caffeine of its own.
• It contains no alcohol and no sugar.
• The price, the shipping terms (within the United States; the first order ships free, later one-time orders only above the seller's threshold) and the guarantee (30 days from the day it arrives: the seller will try to help, replace or exchange the product, or refund you) are exactly what is written on the seller's pages. Nothing more, and no promise made elsewhere overrides them.
• The customer reviews we quote are real and public on the seller's site; we quote them word for word, we mark "Verified Buyer" only where the seller's review system does, and we left out reviews that made claims we cannot check. Individual experiences are not evidence.
• We earn a commission if you buy. That is our interest in this, stated plainly.
• Nothing here is medical advice, and none of it replaces your doctor.

10. Questions people ask us

Did a Japanese doctor, a Nobel laureate or a neurologist really say this?

No. Those attributions are advertising language. No named or identifiable expert made those statements, and none has endorsed this product.

So is coffee bad for my memory or not?

Ordinary coffee is not an established risk factor for cognitive decline, and reviews generally find neutral to modestly favourable associations. Our "Coffee Tops The List" headline overstated it. What is worth watching is added sugar in coffee drinks, and caffeine late enough in the day to spoil your sleep. That last point is the only reason our article suggests no coffee after two.

Should I stop my sleeping tablet or my anxiety medication?

Not on your own, and not because of an advertisement. Some of these drugs cause seizures or severe rebound symptoms if stopped abruptly. Take your full medication list to your doctor or pharmacist and ask whether anything on it is a poor fit for your age. See section 4.

Is this product a treatment for Alzheimer's or dementia?

No. It is not a treatment for any disease. If you or a family member is facing a diagnosis, the people to talk to are your doctor and a support organisation such as the Alzheimer's Association helpline listed above.

Why is it called "Focus and Memory" if you say it has not been shown to do anything for either?

Because that is the name the maker printed on the bag. We did not choose it and we do not repeat it as a promise. The same label carries the statement that its claims have not been evaluated by the FDA and that the product is not intended to diagnose, treat, cure or prevent any disease. We treat the name as a name.

Does it contain caffeine?

Yes, from the coffee berry, in an amount the label does not print, and it goes into a cup that already has caffeine. If you are sensitive to caffeine or already at your limit, that is the line to read twice. It contains no alcohol.

How much lion's mane is in a scoop?

The label does not say. It gives one figure for the three-ingredient blend, 1.3 grams per half-teaspoon, and lists the mushroom first. None of the trials cited here used a blend, and the lion's mane trial in adults over 50 used 3.2 grams a day of the mushroom alone.

Why does this page talk about medicines if the product is not one?

Because one of our headlines pointed at "5 prescriptions", and you deserve to know what was behind it. Nothing in section 4 is advice to change a medicine, and the product is not an alternative to any of them.

If your own headlines are exaggerated, why should I believe this page?

A fair question. Do not take our word for it. The references below are real, published sources you can look up yourself, and nothing in sections 5, 6 and 7 requires you to buy anything or trust us. If this page and our headlines disagree, believe this page.

Does this page cost anything?

No. It is free, there is nothing to sign up for, and you are welcome to read it, close the tab and never come back.

Can I check these claims myself?

Yes, and you should. Every numbered reference below can be found by searching its title. For general information, the National Institute on Aging (nia.nih.gov) and the Alzheimer's Association (alz.org) publish plain-language material and sell nothing.

References

These are the sources behind the claims marked with a number above. Most are observational studies, which can show association but not cause; the lion's mane trial was small, the theanine trial was a single dose, and the coffee-fruit study measured a blood marker in ten people. We have deliberately not cited anything for the claims we describe as exaggerated, because there is nothing to cite.

1. Pase M.P. et al. (2017). Alzheimer's & Dementia 13(9):955-964 doi.org
2. Gonçalves N.G. et al. (2023). JAMA Neurology 80(2):142-150 doi.org
3. Livingston G. et al. (2024). The Lancet 404(10452):572-628 doi.org
4. Topiwala A. et al. (2017). BMJ 357:j2353 doi.org
5. Saitsu Y. et al. (2019). Biomedical Research 40(4):125-131 doi.org
6. Gray S.L. et al. (2015). JAMA Internal Medicine 175(3):401-407 doi.org
7. Coupland C.A.C. et al. (2019). JAMA Internal Medicine 179(8):1084-1093 doi.org
8. American Geriatrics Society 2023 Beers Criteria Update Expert Panel (2023). Journal of the American Geriatrics Society 71(7):2052-2081 doi.org
9. Pase M.P. et al. (2017). Stroke 48(5):1139-1146 doi.org
10. Sabia S. et al. (2021). Nature Communications 12:2289 doi.org
11. Morris M.C. et al. (2015). Alzheimer's & Dementia 11(9):1015-1022 doi.org
12. Docherty S. et al. (2023). Nutrients 15(22):4842 pubmed.ncbi.nlm.nih.gov
13. Baba Y. et al. (2021). Journal of Medicinal Food 24(4):333-341 doi.org
14. Reyes-Izquierdo T. et al. (2013). British Journal of Nutrition 110(3):420-425 doi.org
15. EFSA Panel on Dietetic Products, Nutrition and Allergies (2015). Scientific Opinion on the safety of caffeine. EFSA Journal 13(5):4102 doi.org

Citing a study does not mean the study is about this product. None of the research above tested Laird Superfood Focus and Memory Mushrooms, and none of it supports it.

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