Mikra Builds Out Marketing Plan with Jose Bautista, Redesigns Focus Product Packaging

Mikra prepares for market launch of new product that delivers improved memory, total concentration and faster cognition in collaboration with Jose Bautista

FOCUS combines a precision blend of citicoline, tyrosine and pure lion's mane mushroom to deliver superior clarity of cognition and improved memory.

TORONTO, July 26, 2024 (GLOBE NEWSWIRE) -- Lifeist Wellness Inc. (“Lifeist” or the “Company”) (TSXV: LFST) (FRANKFURT: M5B) (OTCMKTS: LFSWF), a health-tech company that leverages advancements in science and technology to build breakthrough ventures that transform human wellness, is pleased to announce that its U.S. biosciences subsidiary Mikra Cellular Sciences Inc. ("Mikra") is on track building out and executing the marketing plan for FOCUS, its first product with six time MLB All-Star, three time Silver Slugger and Olympic medal winner Jose Bautista. Mikra’s new product combines a precision blend of citicoline, tyrosine and pure lion's mane mushroom to deliver improved memory, total concentration and faster cognition without any caffeine or stimulants. The Mikra team has had the pleasure of working closely with Mr. Bautista throughout a comprehensive product development process during which we leveraged extensive 3^rd party clinical research and evaluated a range of active ingredients and dosage combinations in order to arrive at the optimal formula for FOCUS. We deeply appreciate his contributions as an accomplished entrepreneur and businessman, bringing a wealth of resources and experience to the table in helping Mikra build out a multichannel marketing plan for the upcoming FOCUS launch in late September.

“As we ramp up for the FOCUS launch, I’m really enjoying working with Andrea and the rest of Team Mikra,” said Jose Bautista. “It takes substantial market research and strategic planning to launch a new product in this space, and we are all determined to make FOCUS a success. I hope everyone will give it a try when it ships in September.”

“It has been a great pleasure to collaborate with Jose on the media launch, marketing plan, and product development for FOCUS,” said Andrea Judge, CEO of Mikra. “We are grateful for his extensive experience, insights, and market research resources. The product packaging redesign is just one of the many successful outcomes of our collaboration. I look forward to building on this partnership and achieving many more milestones together.”

FOCUS combines the clinically studied neuroprotective and cognition-enhancing effects of pure citicoline with the performance-preserving and enhancing effects of tyrosine and pure lion’s mane mushroom.

A systematic review of the medical use of citicoline published in the Swiss journal Nutrients found:

“...In research based on animals and humans, it was proved that citicoline is beneficial in the regeneration of neurons, can increase levels of neurotransmitters, and has a positive impact on cognitive functions.”¹

A Mt. Sinai Hospital clinical abstract on the medical use of tyrosine reported:

“...Researchers believe that, under stress, the body isn't able to make enough tyrosine from phenylalanine. Some animal and human studies suggest that tyrosine supplements may help improve memory and performance under psychological stress... One study suggests that taking tyrosine may help you be more alert after sleep deprivation.”²

Finally, a landmark Japanese randomized control trial of lion’s mane mushroom demonstrated:

“MMSE [Mini Mental State Examination] alone showed that oral intake of H. erinaceus significantly improved cognitive functions and prevented deterioration. We speculate that various chemical compounds, including hericenones, in the mushroom have multiple effects to the brain neural networks and improve cognitive functions.”³

FOCUS features a proprietary precisely dosed blend of citicoline, tyrosine and pure lion's mane mushroom as its primary active ingredients. All three have been extensively studied and convincingly found to support enhanced focus, improved memory and clearer cognition in published, peer-reviewed clinical research.

Mikra is pushing biosciences beyond the expected with the belief that it is possible to add more active, vigorous, enjoyable, and valuable years to your life through protecting and maintaining your cellular health.

Lifeist is committed to bringing natural products backed by real science to market and looks forward to reaching many more customers in 2024 and beyond.

About Lifeist Wellness Inc.

Sitting at the forefront of the post-pandemic wellness revolution, Lifeist leverages advancements in science and technology to build breakthrough companies that transform human wellness. Portfolio business units include: Mikra, a biosciences and consumer wellness company developing and selling innovative products for cellular health; and CannMart, which operates a B2B wholesale distribution business facilitating recreational cannabis sales to Canadian provincial government control boards including for CannMart Labs, a BHO extraction facility producing high margin cannabis 2.0 products.

Information on Lifeist and its businesses can be accessed through the links below:

www.lifeist.com
https://wearemikra.com/
https://cannmart.com

Contact:
Meni Morim
CEO
Lifeist Wellness Inc.
Ph: 647-362-0390
Email: ir@lifeist.com

Neither the TSX Venture Exchange nor its Regulation Services Provider (as that term is defined in the policies of the TSX Venture Exchange) accepts responsibility for the adequacy or accuracy of this release or has in any way approved or disapproved of the contents of this press release.

Forward Looking Information

This news release contains “forward-looking information” within the meaning of applicable securities laws. All statements contained herein that are not historical in nature contain forward-looking information. Forward-looking information can be identified by words or phrases such as “may”, “expect”, “likely”, “should”, “would”, “plan”, “anticipate”, “intend”, “potential”, “proposed”, “estimate”, “believe” or the negative of these terms, or other similar words, expressions and grammatical variations thereof, or statements that certain events or conditions “may” or “will” happen.

The forward-looking information contained herein, including, without limitation, statements related to the anticipated launch of FOCUS to customers at the end of the third quarter of this year and expectations relating to Mikra’s commitment of introducing new products in the future and reaching additional customers in 2024 and beyond, are made as of the date of this news release and are based on assumptions management believed to be reasonable at the time such statements were made, including without limitation, expectations that the manufacturing of FOCUS is successfully completed in a timely manner, the effectiveness and benefits of FOCUS are as anticipated, its expectation that the nutraceutical market will develop as currently anticipated, the nutraceutical market will continue to be a multi-billion dollar high-margin market, the introduction of new products and brands will generate additional revenue, expectations that FOCUS and other new nutraceutical products to be developed by Mikra will gain market acceptance along with the expansion of the market for nutraceutical products, as well as other considerations that are believed to be appropriate in the circumstances. While we consider these assumptions to be reasonable based on information currently available to management, there is no assurance that such expectations will prove to be correct. By its nature, forward-looking information is subject to inherent risks and uncertainties that may be general or specific and which give rise to the possibility that expectations, forecasts, predictions, projections or conclusions will not prove to be accurate, that assumptions may not be correct, and that objectives, strategic goals and priorities will not be achieved. A variety of factors, including known and unknown risks, many of which are beyond our control, could cause actual results to differ materially from the forward-looking information in this news release. Such factors include, without limitation: unforeseen delays in the manufacturing and/or sale of FOCUS, the inability of the Company to develop Mikra’s business as anticipated, unanticipated changes to current regulations that would adversely impact Mikra’s business, unforeseen developments that would delay Mikra’s ability to sell newly developed nutraceutical products, the risk that the expected demand for nutraceutical products in general and those of Mikra in particular does not develop as anticipated and risks relating to the Company’s ability to execute its business strategy and the benefits realizable therefrom. Additional risk factors can also be found in the Company’s current MD&A filed under the Company’s SEDAR+ profile at www.sedarplus.ca. Readers are cautioned not to put undue reliance on forward-looking information. The Company undertakes no obligation to update or revise any forward-looking information, whether as a result of new information, future events or otherwise, except as required by applicable law. Forward-looking statements contained in this news release are expressly qualified by this cautionary statement.

Source: Lifeist Wellness Inc.

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_{¹ https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7601330/
² https://www.mountsinai.org/health-library/supplement/tyrosine
³ https://pubmed.ncbi.nlm.nih.gov/31413233/}