Sometimes diet fads and ideas about nutrition catch on like wildfire. Although ketosis and ketone diets have been around for a while, the latest in ketone diet thought is Prüvit. Pruvit is the brainchild of peak performance strategist and business consultant, Brian Underwood. The concept is a play on words: prove and it.
Who is Brian Underwood?
Underwood wants Pruvit to help customers upgrade their body and their mind through biohacking and ketones. Underwood proposes that Prüvit is not simply a supplement, or a product, or a company, but is a movement to improve human performance on a daily basis. Before starting Prüvit, Underwood has been involved in several different entrepreneurial enterprises. In 2013, he hosted a Blogspot that introduced him as the CEO of RippIn, a company meant to redefine how social networks and e-commerce interacted. It was essentially a MLM (multi-level marketing) company. It states that he has 20 years of business experience, building companies. Before RippIn there was iZigg and 90210 Mobile. Many of the individuals that Underwood worked with on RippIn are also working with Prüvit. This new company has been solvent for a few years and seems to be a credible source of some new information about fitness and well-being.
What does the company provide?
Pruvit has a flagship product, Keto-OS. This product is a ketone supplement. Ketone supplements from Prüvit come in the form of a powdered ketone drink and are often touted for weight loss, as well as better sleep, better strength and an improvement in mood. Other products from Prüvit include Keto-OS Max, as well as Keto Kreme. The products are either added to water and/or coffee. The products also come with caffeine or without caffeine. The company is a MLM (multi-level marketing) company where its products can be sold by those who buy in (or join as a promoter) get a percentage of their sales (or commissions). In this way, the company doesn’t have to pay salaries to a sales force. You can also purchase the product directly from their website. This product is different than the Dr. Oz-promoted Raspberry Ketones that are generally seen as ineffective.
What is a ketone?
When the body is deprived of starches, sugar, and glucose for energy, it burns stored fat instead. This process creates a beneficial buildup of acids within the body called ketones. According to multiple studies, the benefits of ketones range from weight loss to an improvement in athletic performance, appetite control and other positive side effects that come from getting the body in a state of ketosis. A ketone supplement of exogenous ketones allows you to experience ketosis. The elevation of ketone levels in the blood is part of what happens during ketosis. This supplement provides you with the benefits of elevated blood ketone levels without having to follow such a restrictive ketogenic diet. A ketogenic diet is one which is super low in carbs and high in saturated fat. It’s very difficult to adhere to.
Are ketones effective?
There is a great wealth of scientific research and study that’s gone into knowledge about the benefits of ketosis and of raising ketone levels in the blood. Although there are side effects: drowsiness, increased diuresis, gas, bad breath. And, of course, it’s always advisable to consult a physician before starting the use of any supplement or diet. But studies do show that ketones are effective on several levels. The brain does receive good energy from ketones in order to help maintain proper brain cell metabolism. The ketone may also inhibit stress in brain neurons, almost acting like a blueberry would. There are also great anti-inflammatory properties in how ketones interact with your body because they increase PUFAs or polyunsaturated fatty acids. Ketones offer neuroprotection and anti-seizure benefits. So although they may help with weight loss by tricking your body into starvation mode, there are lots of other good benefits for your brain as well.
Is drinking a ketone supplement safe and effective as it claims?
A study by researchers in Molecular Pharmacology and Physiology from the University of South Florida, published online in February of 2016, found that the supplement is effective in putting the body into a state of ketosis and increasing ketone levels in the blood without calorie and carbohydrate restriction.