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The ketogenic diet is a very low-carb, high-fat diet. It involves drastically reducing the carbohydrate intake and replacing it with fat. The effects of a reduction in carbohydrate intake will put the body in a metabolic state known as ketosis. Fat will be converted into ketones and will deliver energy for the brain. Ketogenic diets are known for significantly reducing insulin and blood sugar levels. This, along with the increased ketones, has shown to have numerous health benefits. We can never deny the fact that the ketogenic diet is one of the most popular and researched diets trending in the world right now.
There are various supplement providers for keto, but one that stands out from the rest is Prüvit. The company tackles the supplement world by creating the world’s preeminent consumer-based ketone supplement drink, KETO//OS®. Prüvit is more than just a ketone product technology. The company’s mission is to inspire people to become better versions of themselves, and it leads through education to bring value to the world. Prüvit is a lifestyle brand that disrupts the status quo through technology, education, and community. Its entire technology line-up, with exogenous ketones as the flagship, creates an ecosystem that supports a keto lifestyle and can be used independently or together to amplify results.
Prüvit was founded in 2015, and it is based in Louisville, Kentucky.
In conversation with Brian Underwood, Founder and CEO of Prüvit
Q. What is most challenging about maintaining a ketogenic diet?
I think the biggest misconception about the ketogenic diet is that if you just go carb-less, you are going to lose weight. The key to the ketogenic diet is for your body to endogenously, or internally, create the levels of ketones that can sustain a high level of energy by converting fat into ketones via the liver. But the reality of it is that if you take a look at a lot of the ketogenic diets and cookbooks out there, they have tons of cheese and dairy in them, and they say its ‘keto approved.’ Yet, a high percentage of people can have even a mild allergic reaction to the histamine in dairy products, which creates inflammation in the body and can prevent them from endogenously creating ketones. The original primary purpose of the ketogenic diet wasn’t for fat loss; it was actually for epilepsy. When your body is in a state of ketosis, defined as a high level of ketones or your body primarily being fueled by ketones, seizure rates go down because ketones are a better fuel source for the brain. I think that the number one goal people should have with the ketogenic diet is to maintain a higher level of ketones to have a higher quality and longer-lasting energy source fueled from the inside out. The keto diet is one of the most challenging diets to be compliant to, and that’s where our technology has really become a huge fuel source for people who want to be semi-keto, for example.
Q. What are the health benefits linked to being in a state of ketosis where you burn fat for fuel?
It depends on how you define ‘state of ketosis.’ Scientifically, I believe it is defined as having 1.0 millimolars of ketones in your blood or greater. With an increased level of ketones, you may see an increase in energy, fat loss, mental focus, and acuity, and neurologically you will be operating at a higher level.
Q. What are the therapeutic benefits of your KETO//OS® technology?
There are many benefits of the Ketone Operating System, which we labeled as KETO//OS®, and it is the gold standard when it comes to exogenous ketone drinks. We were the first to commercialize ketones and make it popular. The primary use for it is as a cellular fuel source, so there are an incredible number of applications. People are going to see an increase in focus, cognitive enhancements. They are going to feel better overall and have a better mood. It hits everyone differently. I love hearing some of the scientists talk about ketone levels in the blood at a therapeutic level and talk about them as signaling agents that communicate between cells in the body for overall human optimization.
Q. How do you think that Prüvit’s KETO//OS® can revolutionize the global supplement market?
With what we are doing at Prüvit, I don’t think we are revolutionizing it, because I believe we are creating a new standard. We are a whole new category. I wouldn’t even consider our product a ‘supplement’ even though it’s registered as that. It’s truly technology, and I think that’s why some lobbyists are trying to get ketones recognized in Washington as the fourth macronutrient. As a company, we want to revolutionize the supplement market by creating a higher standard. If people see something that is “trending,” they tend to minimize as much as they can the integrity or quality of the product to increase margin, and we are the exact opposite. We have continued to enhance results and quality since the day we launched it.
Q. Do you have any new technologies ready to be launched?
We have a lot of new technologies ready to be launched, and we are super excited about the future. Some of the things we are most excited about are new fall flavors, including a root beer flavored KETO//OS® canned drink as well as other new flavors for our signature KETO//OS® NAT technology. We are the first company to mix protein and ketones in our KETO//OS® PRO™ + MCT technology, and we will be launching a birthday cake flavor in September for our 5th anniversary. We are also working on a few other technologies that will complement and support, giving a synergistic effect in the body. We can’t wait to release those press announcements soon, so stay tuned.
Meet the leader behind the success of Prüvit
Brian Underwood is the Co-Founder and CEO of Prüvit. He has developed a wealth of experience as a serial entrepreneur with a passion for pursuing and inspiring better globally. Brian has a profound ability to cultivate community and provoke action through his articulate visionary skill set and ability to provide strategic guidance on succession planning. Passionate about and effective at creating adventures and experiences that enable ‘better’ globally; Brian is pioneering the conversation about true human optimization, pursuit of enhanced performance and improved quality of life.