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Expert Series
A Search For The Secrets Of Slumber: Ft. Dr Hope-Ross and Dr Chell
The Definitive Guide to Sleeping Tight and Waking Up Right.
SLEEP: THE MIRACLE DRUG?
Humans are the only species that voluntarily give up sleep. In giving up our sleep we damage our physical and mental health, as well as shortening our lives. Sleep is our most effective healer, repairer and restorer. And sleep is free to all. So why do we give up our sleep?
Sleep has an image problem. We don’t brag about how well, or how long we slept last night. And comparing sleep scores is hardly a trending topic around the water cooler—yet! On the contrary, we foolishly wear the badge of sleep deprivation with pride.
What if sleep was literally a drug? This will be what it'll have on the label.
- Makes you live longer
- Makes you run faster, stronger and longer
- Makes you feel better
- Has no side effects
- And is free and available to you now!
If you saw this AD regularly, all of which is true, would you feel differently about sleep?
WHY WE SLEEP?
Sleep was a mystery until around 20 years ago. Philosophers have speculated
throughout history about why we sleep, reaching many different conclusions. But the secrets of sleep have now been uncovered by hard working and clever scientists.
From thousands of scientific papers, we now know why we sleep. It is fair to say that the functions of sleep are so wide, that it influences every process in the body. Is there is any process that sleep does not improve? The answer is no. From physical to mental function, sleep enhances performance. And a lack of sleep destroys it.
For good health, and good performance, we need to sleep well. Sleep is a highly active phase of repair, regeneration and growth. It is not just the absence of wakefulness, but a masterful melange of night-time activities which is exquisitely choreographed. Sleep promotes and improves your health! After a vigorous resistance session in the gym, your damaged muscles are repaired as you sleep. At night, your growth hormone peaks, and your muscles readily grow.
MAJOR SLEEP BENEFITS
- Consolidates memory and improves brain function—creativity, mood, and cognitive function
- Boosts and strengthens immunity
- Stimulates growth and repair
- Reduces inflammation
- Allows optimal functioning in organs
- Increases athletic performance
When you learn something new, the information is sent to your brain’s short-term storage during the day. And when you fall to sleep, this information is transferred to your long-term storage compartment for permanent storage. It is sleep that consolidates your memory and gives permanence to your learning.
Increasing sleep has been shown to improve athletic performance.
A study looking at varsity tennis players, showed that by sleeping an extra 2 hours a night, first serve accuracy improved. Usain Bolt has often taken a nap in the hours before winning Olympic gold and breaking world records. Conversely, your athletic performance crashes with just one night of poor sleep. Time to physical exhaustion drops by 10-30% in sleep deprived athletes and a chronic lack of sleep increases injury risk during the season. Sleep is a legal, performance enhancing drug—learn to use it to your advantage!
HOW LONG SHOULD I SLEEP?
There is now widespread consensus that 7-9 hours sleep is the optimum amount of sleep. Should you sleep outside this 7-9 hour window of sleep, we now know that your health will suffer. You may rightly ask; how will it suffer? If you sleep less than 5 hours a night, you will have a shorter life, and increase your risk of developing multiple long-term diseases. You are likely to prematurely develop conditions including diabetes, cancer and heart disease. One study compared the risk of developing long-term diseases in a group of people over the age of 70 years. Participants were grouped into those who slept less than 5 hours and those who slept more than 7 hours a night. In those sleeping less than five hours, the risk of developing multiple long-term diseases increased by 40 per cent.
Aristotle Onassis famously said,
Aristotle Onassis famously said,
“Don’t sleep too much, you will have an extra month and a half to succeed in”.
He died at the age of 69.
PHASES OF SLEEP:
- Optimum sleep duration is between 7 and 9 hours
- Sleep is composed of REM and non-REM sleep
- Sleep has 4-5 cycles every night
- Each sleep cycle has varying amounts of REM and non-REM sleep
And it’s not just the number of hours you sleep, but the quality of sleep that matters. There are two main types of sleep, REM and non-REM sleep. REM is rapid eye movement, a phase of sleep when dreaming occurs and the eyes and body are moving. Non-REM is deep sleep when muscles are paralysed and little if any movement is seen. The quality of sleep reflects an appropriate mix of these two types of sleep.
There are 4-5 cycles of sleep per night, lasting for around 90 minutes. Each cycle is composed of varying amounts of REM and non-REM sleep. During Non-REM deep sleep, repair and regeneration of the body is carried out. During REM sleep, new information is processed, memory is consolidated, related memories are linked, and redundant information discarded.
Figure 1. The 5 cycles of sleep showing the predominance of non-REM deep sleep (shown purple) in the early hours and a predominance of REM sleep (shown in green) as the night goes on.
No one phase is more important than the other. If you miss one sleep cycle by going to bed later than normal, or by getting up earlier: you don’t replace those sleep phases and you lose that sleep benefit.
WHAT MAKES YOU SLEEP?
There is one certainty in your day; the sun will rise, and the sun will set. And there will be light, and there will be dark. Adaptation to the changing phases of the day has been a key to survival, and this adaptation created our circadian rhythm. All life on planet Earth, from ants to sunflowers, have circadian rhythm. Your circadian rhythm means that some things happen during the day, such as digestion, and some things happen at night, like sleep and repair.
You are tied to this light-dark cycle. You are tied to your circadian rhythm, and you need to work with it, not against it! You have a body clock in each one of your 31 trillion cells. These clocks ensure that things happen at the right time of day or night. In health, all your body clocks chime together. You are in synchrony.
Every day, morning light resets your master clock and the master clock in turn resets all your body clocks. When your body clocks chime together, you sleep well, you age well, and you are not prone to long-term disease. When they do not, you pay the price: your energy levels drop, you gain weight, you can’t sleep, your metabolism goes awry, and your well-being suffers.
Sleep is a perfect example of circadian rhythm at work; the sleep orchestra is a harmonious mix of multiple hormones, rising and dipping in time with the light-dark cycle. The starting gun is sounded by melatonin, and then other chemicals waft you off to sleep!
Figure 2. The rise and fall of key hormones, involved in generating sleep. The sharp rise in melatonin is the starting gun for sleep. The drop in body temperature is a key aspect of falling asleep. As the night goes on, melatonin drops, cortisol rises waking you up, and preparing you for the day.
WHAT STOPS YOU SLEEPING?
There are many aspects of modern life that result in poor sleep, and it is no surprise that we have lost 20 per cent of our sleep over the last 20 years. Sleep problems are very common.
A recent study in the US, showed that more than a quarter of adults slept less than the recommended minimum of 7 hours. Social jet lag—weekend sleep deprivation—was present in nearly half of the study group—also the cause of that Monday morning feeling! 30 per cent of people reported trouble sleeping and daytime sleepiness was found in 27 per cent! Put another way, over a quarter of people driving on the motorways, more than a quarter of your colleagues, and more than a quarter of bus drivers suffer from daytime sleepiness. Losing even one or two hours of sleep doubles the risk of a collision!
A multiplicity of factors makes for poor sleep quantity and quality: work, late-night eating, social jet lag, disordered circadian rhythm (see below), drugs including alcohol, sleep apnoea, obesity and stress.
A recent study in the US, showed that more than a quarter of adults slept less than the recommended minimum of 7 hours. Social jet lag—weekend sleep deprivation—was present in nearly half of the study group—also the cause of that Monday morning feeling! 30 per cent of people reported trouble sleeping and daytime sleepiness was found in 27 per cent! Put another way, over a quarter of people driving on the motorways, more than a quarter of your colleagues, and more than a quarter of bus drivers suffer from daytime sleepiness. Losing even one or two hours of sleep doubles the risk of a collision!
A multiplicity of factors makes for poor sleep quantity and quality: work, late-night eating, social jet lag, disordered circadian rhythm (see below), drugs including alcohol, sleep apnoea, obesity and stress.
POOR CIRCADIAN RHYTHM
Shift workers, working against their natural circadian rhythm, suffer higher rates of obesity, infections, allergies, cancer, heart disease, strokes and metabolic diseases including diabetes and dementia. Alterations in their circadian rhythm plays havoc with their health.
Their brain says, “it is the night”, as it is dark, and their gut says, “it is the day”, as they are eating. Conflict between the brain’s master clock and the gut clock results in metabolic chaos. Humans are not programmed to cope with this alteration in our body clocks. Nothing happens in the right order, nor at the right time. It is a sad fact that shift workers pay a heavy price to keep the wheels of industry turning!
Yet, even though most of us are not shift workers, we often live as shift workers. We eat and drink late into the night. At the weekends, we go to bed and rise later than normal, creating social jet lag. But all this comes with adverse health effects, like those seen in shift workers.
Routine, as boring as it may sound, is one of the keys to a good circadian rhythm. Respecting your circadian rhythm means finishing eating and drinking 3-4 hours before bedtime, so that digestion may finish before sleep. Your gut and your gut bugs need a rest too!
Their brain says, “it is the night”, as it is dark, and their gut says, “it is the day”, as they are eating. Conflict between the brain’s master clock and the gut clock results in metabolic chaos. Humans are not programmed to cope with this alteration in our body clocks. Nothing happens in the right order, nor at the right time. It is a sad fact that shift workers pay a heavy price to keep the wheels of industry turning!
Yet, even though most of us are not shift workers, we often live as shift workers. We eat and drink late into the night. At the weekends, we go to bed and rise later than normal, creating social jet lag. But all this comes with adverse health effects, like those seen in shift workers.
Routine, as boring as it may sound, is one of the keys to a good circadian rhythm. Respecting your circadian rhythm means finishing eating and drinking 3-4 hours before bedtime, so that digestion may finish before sleep. Your gut and your gut bugs need a rest too!
DRUGS AND SLEEP
Many drugs harm your sleep, and the commonest offenders include alcohol, caffeine, and sleeping tablets. Drugs can affect sleep in many ways. Caffeine acts by preventing you from sleeping— it’s hard to get to sleep, hard to stay asleep, and then you wake up. Sleep interruptions mean poor quality sleep. Caffeine reduces deep sleep, so that you do not feel refreshed when you wake up—your body battery has not recharged fully. Sensitivity to caffeine varies between people. Sleeping tablets, which are sedatives, alter sleep composition, with changes to the amounts of each type of sleep. This causes loss of the vital sleep functions, such as healing, repair and memory. Induced sleep from tablets or alcohol (see below) means poor quality sleep.
ALCOHOL AND SLEEP
Many people feel that a night cap helps them to sleep well. This could not be further from the truth. After you drink alcohol, you think you fall asleep, but you are not asleep, merely sedated. Any benefit from falling to sleep, is negated by the effect that alcohol has on the quality of your sleep. At some point during the night, the effect of alcohol wears off. This interrupts your sleep and wakes you up, and you may not even remember waking up. Interruption of your sleep cycle, itself makes you tired and sleepy the following day.
Alcohol harms the quality of your sleep, and the restorative and reparative effects of your sleep are lost. If you lose your quality sleep, you never catch up. You can’t pay back the sleep debt. Alcohol like Macbeth, “does murther sleep”.
Alcohol is one of the most powerful suppressors of REM sleep and alcohol keeps you in the lighter stages of sleep. Normal memory consolidation is affected when you lose REM sleep. Worse still, memory consolidation fails, not just for the day that you drink, but also for memories from the day before and the day before that. And it affects your ability to learn both mental and physical tasks the following day. The adverse effects on memory are so marked, that many sleep scientists advise complete abstinence from alcohol.
A wearable sleep monitor makes the effects of alcohol very visible. Comparing nights without alcohol, to those with alcohol, reveal quite a difference in your sleep scores—and the amount your body battery was recharged overnight.
If you don’t have a sleep monitor, you can usually tell whether you are sleep deprived by listening to your body. You probably haven’t slept well if—you wake up feeling tired—you need an alarm clock to wake you up—you reach for two or three cups of coffee in the morning—you are sleepy during the day, particularly early afternoon.
Alcohol harms the quality of your sleep, and the restorative and reparative effects of your sleep are lost. If you lose your quality sleep, you never catch up. You can’t pay back the sleep debt. Alcohol like Macbeth, “does murther sleep”.
Alcohol is one of the most powerful suppressors of REM sleep and alcohol keeps you in the lighter stages of sleep. Normal memory consolidation is affected when you lose REM sleep. Worse still, memory consolidation fails, not just for the day that you drink, but also for memories from the day before and the day before that. And it affects your ability to learn both mental and physical tasks the following day. The adverse effects on memory are so marked, that many sleep scientists advise complete abstinence from alcohol.
A wearable sleep monitor makes the effects of alcohol very visible. Comparing nights without alcohol, to those with alcohol, reveal quite a difference in your sleep scores—and the amount your body battery was recharged overnight.
If you don’t have a sleep monitor, you can usually tell whether you are sleep deprived by listening to your body. You probably haven’t slept well if—you wake up feeling tired—you need an alarm clock to wake you up—you reach for two or three cups of coffee in the morning—you are sleepy during the day, particularly early afternoon.
IMPOSSIBREW® AND SLEEP
IMPOSSIBREW® is an enhanced alcohol-free beer. It allows you to escape the destructive effects of alcohol on your sleep.
By avoiding alcohol, you will also avoid the loss of your REM sleep, protecting your memory and enhancing learning yesterday, today and tomorrow! Alcohol induced sleep interruptions lessen or disappear. The restorative properties of sleep return. Avoiding alcohol is itself a huge step in improving your sleep and thus your health.
IMPOSSIBREW® is also a functional beer, containing the botanicals, L-theanine, 5-hydroxytryptophan (5HTP) and Vitamin B1. These ingredients have beneficial sleep, mood and cognitive effects.
L-theanine is a non-protein amino acid, a component of polyphenols. These are beneficial antioxidants found in black and green tea. They form part of a healthy and well-balanced diet. L-theanine has been shown to help sleep and causes neither sedation nor drowsiness. On the contrary, it induces a relaxed but alert mental state. Studies have shown that it does not reduce the quality of sleep.
Stress and anxiety are potent sleep disruptors and L-theanine supports sleep by reducing stress and anxiety. L-Theanine is regarded as a safe, natural sleep aid, and is non-addictive.
IMPOSSIBREW® is also a functional beer, containing the botanicals, L-theanine, 5-hydroxytryptophan (5HTP) and Vitamin B1. These ingredients have beneficial sleep, mood and cognitive effects.
L-theanine is a non-protein amino acid, a component of polyphenols. These are beneficial antioxidants found in black and green tea. They form part of a healthy and well-balanced diet. L-theanine has been shown to help sleep and causes neither sedation nor drowsiness. On the contrary, it induces a relaxed but alert mental state. Studies have shown that it does not reduce the quality of sleep.
Stress and anxiety are potent sleep disruptors and L-theanine supports sleep by reducing stress and anxiety. L-Theanine is regarded as a safe, natural sleep aid, and is non-addictive.
WHAT HELPS YOU TO SLEEP?
No one doubts that you can become physically fitter; you follow an exercise programme, ensure that you have adequate rest and nutrition, and your fitness increases. ‘Couch potato to 5K in 10 weeks’, is played out all around the world on a regular basis. Yet most people do not realise that you can also train yourself to sleep better. Adopting a good sleep routine, like an exercise programme, rewards you with better sleep. Some simple steps ensure that you get the maximum benefit from your sleep.
The most important aspect of sleep is to keep it regular. And that includes the weekends when social jet lag disrupts your sleep. Small things matter, when you get everything right, your sleep will improve. You will not only feel better, but you will have more energy and you will be more successful!
The most important aspect of sleep is to keep it regular. And that includes the weekends when social jet lag disrupts your sleep. Small things matter, when you get everything right, your sleep will improve. You will not only feel better, but you will have more energy and you will be more successful!
TIPS FOR GOOD SLEEP from Dr Hope-Ross and Dr Chell.
- Finish your exercise 2-3 hours before bedtime, to allow your body temperature to cool down.
- Finish eating and drinking 3-4 hours before bedtime, to allow your gut to complete food processing, before you sleep.
- Avoid caffeine after midday.
- Avoid all alcohol if you can, if not drink very little and finish at least four hours before bedtime.
- Bright blue light programmes your body clocks every day. To keep your clocks in harmony, spend some time in bright morning light and enjoy dim light after dark. If you need light during the night, use blue-free light, which is red or amber coloured light.
- Try to escape all nightly interruptions from your pets, phones, partners, and children.
- If you have a daytime nap, limit this to 20 minutes or under, and finish your nap before 15.00.
- Enjoy a relaxing pre-bedtime routine, perhaps have a bath, read a book or listen to music.
- Develop a bedtime routine. Establish a specific time for bed, a time for sleep and consider setting an alarm when it is time to go to bed!
- Make your bedroom sleep friendly. It should be a quiet, relaxing, uncluttered haven.
- Remove all screens from your bedroom, including TV, electronic, computer and phone screens.
- Your bedroom temperature should be between 15 and 19.4°C (60-67°F).
- Looking after yourself is not selfish, it is self -caring, don’t give away your sleep. Work with your family/partner/housemates to improve everyone’s sleep and make it a shared project.
Thanks for reading,
Dr Monique Hope-Ross and Dr Paul Barrington Chell
For more information find us at www.dietwhisperer.com in collaboration with IMPOSSIBREW® at www.impossibrew.co.uk.
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IMPOSSIBREW® is a pioneering non-alcoholic beer brand based in the UK that aims to create the world's most complete alcohol alternative using patent-pending technology*.
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- Limited Editions (Seasonal)
Unique Selling Point
The key feature that sets IMPOSSIBREW® apart is its proprietary "Social Blend™" - a combination of active botanical ingredients and nootropics using patent-pending technology* designed to recreate the relaxing effects of alcohol without the negative side effects.
Along with record-breaking quality flavour that comes from a unique process without removing alcohol.
Social Blend™ Ingredients
Developed with leading scientists in top UK universities, Social Blend™ includes:
- L-Theanine
- Ashwaghanda
- Soluble Plant Fibres
- Vitamin B1
- Various Plant Extracts.
These ingredients are chosen for their potential to boost serotonin, promote relaxation, and create a calming effect similar to the "one or two pint feeling" without hangovers.
See more details on our very own research paper, with over 1,000 participants:
- More than 70% said they felt relaxed after consuming IMPOSSIBREW®.
- 88% have reduced alcohol consumption since discovering IMPOSSIBREW®.
- 95% have told a friend about IMPOSSIBREW® after trying.
- 3/4 say that IMPOSSIBREW® is "the most complete alcohol alternative currently available on the market today".
Recognition
IMPOSSIBREW® has received several notable achievements:
- Featured on BBC's Dragons' Den
- Awarded the first and only Gold Medal in the No/Low beer category from the London Beer Competition
- Received multiple industry Gold awards in categories against Full-ABV beers
- Most followed No/Low Alcohol brand on TikTok globally.
Mission and Vision
IMPOSSIBREW® is on a mission to redefine non-alcoholic drinking by creating better-than-alcohol alternatives for those who love beer but want to avoid the health risks associated with alcohol consumption.
The company aims to become the global leading alcohol alternative brand, focusing on helping people transition to a healthier mode of relaxation without the traditional issues and side effects of alcohol.
Production and Ingredients
IMPOSSIBREW® combines traditional brewing methods with their proprietary Social Blend™ along with patent-pending technology*
The beers are made with traditional brewing ingredients such as water, malted barley, wheat, hops, and yeast, in addition to the Social Blend™ components - leveraging their unique cryogenic fermentation process, which means no alcohol is ever removed from the product - ensuring the most authentic quality taste you've come to expect.
Who is it for?
IMPOSSIBREW® caters to consumers who:
- Are busy professionals and parents who would like to unwind with a drink but don't want the hangovers.
- Enjoy the taste and relaxing experience of beer
- Are looking for healthier alternatives to alcohol, with lower calories, carbs and sugar
- Want to avoid hangovers and other negative effects of alcohol consumption
- Are interested in functional beverages with potential mood-enhancing properties
By offering a unique product that aims to replicate both the taste and feeling of alcoholic beer, IMPOSSIBREW® is positioning itself at the forefront of the growing non-alcoholic beverage market.
Get Started Today
Give it a try today with our Welcome Bundle and get 2 Free Beers with your first purchase. Get it delivered straight to your door, risk-free with our 30-day money-back guarantee.
We hope you enjoy them as much as we do and we can't wait for you to try.
*Patent pending in the UK under application number GB2415685.3
How does 'Social Blend™' work?
Social Blend™ is our proprietary alcohol alternative made from a blend of science-backed ingredients using patent-pending technology*.
Designed to replicate the sensory and social relaxing experience of drinking, minus the headaches (and bad decisions).
Developed with Dr Paul Chazot, Bioscience Professor and Chair of Pharmacology at Durham University.
Key Components and Mechanisms
- L-Theanine:
- Ashwagandha Root:
- Vitamin B1 (Thiamine):
- Various nootropic herbs:
Benefits
- Relaxation: The blend promotes a state of relaxation without the sedative effects typically associated with alcohol.
- Mental Calm: By boosting alpha brain waves and serotonin levels, it helps maintain a calm and focused mental state.
- Stress Relief: The combination of L-Theanine, Ashwagandha, and Vitamin B1 helps mitigate stress and anxiety.
- Mood Enhancement: The inclusion these ingredients and other botanicals supports mood regulation and overall positive outlook.
IMPOSSIBREW®'s Social Blend™ is a carefully crafted combination of nootropic and adaptogenic ingredients designed to offer a relaxing and mood-enhancing experience without the drawbacks of alcohol. It leverages the natural properties of its components to promote relaxation, reduce stress, and enhance mood, making it a unique alternative to traditional alcoholic beverages.
(Read our latest research paper here)
*Patent pending in the UK under application number GB2415685.3
Do you ship overseas?
We ship to the UK Mainland for free when you spend over £35 and to Northern Ireland (additional courier charges may apply).
We aim to expand internationally soon - stay tuned!
If you have any queries, feel free to email: hello(@)impossibrew.co.uk
How long will it take to get my orders?
For UK mainland deliveries, normal orders processed here will take 1-3 business days to arrive, with an optional upgrade to Next Day Delivery available (12pm cut-off).
Delivery details will be provided in your confirmation email.
How is 0.5% ABV alcohol-free?
Yes, we know it's confusing. Isn't 0.5% ABV still alcoholic? Officially, 0.5% ABV is classified as Dealcoholised.
- In fact, most things we consume daily have more than 0.5% ABV
- Burger Rolls - 1.2% ABV
- Orange Juice - 0.5% ABV
- Ripe Banana - 0.5% ABV
After more than 2 years of research, we've found that the 0.5% ABV from our natural brewing process significantly increases both flavour and mouthfeel - without spiking your blood alcohol level (BAC).
Is it really gluten-free?
Yes, IMPOSSIBREW® Enhanced Lager is gluten-free. Even though it contains wheat and barley, our beers have been third-party tested to contain less than 10 parts per million (PPM) of gluten, which meets the criteria to be listed as, and labeled gluten-free.
Does it have alcohol tax?
No. While it is true that our beers don't contain alcohol, and thus don't incur UK alcohol duty, we'd like to highlight some factors here that might be helpful in reflecting the value we provide.
- One-to-One Brewing Process: At IMPOSSIBREW, we take pride in our unique brewing techniques. Unlike other non-alcoholic beers, our products are never diluted, watered-down, or have their alcohol content removed - and some even dilute their alcoholic beers up to 5x. This means that our brewing process involves the same level of craftsmanship, time, and resources as a traditional craft beer, resulting in comparable production costs.
- Effective Nootropics: In our commitment to creating the most relaxing non-alcoholic beers, we utilise only the highest quality nootropics as our active ingredients, in safe and effectives dosages. At current alcohol tax rates for a 5% ABV beer, the cost of our nootropics more than double that. Instead of contributing the amounts as tax, why not have it contribute to the product quality itself?
- Small Scale Brewing: Currently, we operate on a smaller scale, which makes us less competitive than large, commercial brewers (often +10,000x our brewing size). As a growing business, we are passionate about our mission to create unique, high-quality non-alcoholic experiences, and we truly appreciate your support. As we continue to grow and expand our production capabilities, we look forward to passing on even more savings to our valued community!
At IMPOSSIBREW, we prioritise offering our customers an enhanced, premium, non-alcoholic beer experience by combining innovative brewing techniques, quality active nootropic ingredients, and award-winning taste. While our pricing may differ from other non-alcoholic competitors, we believe that the value proposition and unique experience our beers provide are well worth it.
At the end of the day, tasting is believing. So give it a try and let us know what you think - risk-free with our IMPOSSIBREW® Guarantee.
Who shouldn't drink IMPOSSIBREW®?
It is not recommended for pregnant or breastfeeding women, those with certain medical conditions like GI disorders or hypertension, or individuals taking specific medications such as antidepressants or blood thinners. If you fall into any of these categories, it's best to consult with your doctor first.
Ashwagandha can lead to overstimulation (i.e. restlessness) if taken alongside thyroid medication.
Got more questions?
Our customer support is available Monday to Friday: 9am - 5:30pm.
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