goBHB: Exogenous Ketones for Energy, Focus, and Cognitive Performance

There's a window forming in the supplement industry. 

And it belongs to the brand that figures out real energy ketones. 

In our newest episode of Beyond the Blend, we’re joined by multi-decade supplement entrepreneur and President of Ketone Labs, Marc Lobliner. Marc is the IP holder behind goBHB and has built and sold multiple brands.

Marc’s perspective is a playbook for what actually wins in the market, rather than what sounds good on paper. 

We cover a lot of ground in this episode about how founders can package, position, and tell stories around this exciting new ingredient: goBHB.

We encourage you to give it a listen, but if you prefer to skim, we’ve got you covered as well.

Too Long; Didn’t Watch

• goBHB is a new “category-level” ingredient with applications from hydration stick packs to liquid shots, oral ketone pouches, and longevity support.
  
  
• The ingredient is promising, but the real brand winners will pair the right product formats (stick pack, sachet, capsule, pouch, etc) with compelling stories.
  
  
• Science tells, stories sell. Don’t sell the ketones or complex mechanisms. Instead, go with language like: energy without the crash, don’t get tired, fuel your brain, perform longer and better.
  
  
• Early adopters win big.
  
  
• Taste > Everything.
  
  
• Blog Bonus: Turnkey product ideas for founders to include goBHB in their SKU lineup.

The goBHB Origin Story

This is an amazing supplement origin story. 

Navy SEALs were experiencing seizures during deep dives. Military researchers knew ketones had seizure-protective properties — but they couldn't put SEALs on a ketogenic diet. So they commissioned research to replicate the metabolic effect of ketosis in a normal glucose-fed state.

That research ultimately led to the development of exogenous BHB — the technology behind goBHB.

What is goBHB?

goBHB (beta-hydroxybutyrate) is a patented, research-backed exogenous ketone — and here's the counterintuitive insight most brands miss: goBHB works best when you're also eating carbohydrates, not instead of them. 

When your body runs on both glucose and ketones simultaneously (what Ketone Labs calls 'Dual Fuel') that's when the energy, focus, and performance benefits are biggest. 

This is not your traditional keto product. It's a new, mainstream performance ingredient for energy.

Why GoBHB Energy Feels Different

Most energy products work by blocking adenosine — the compound that makes you feel tired. 

Caffeine essentially builds a dam against it. When caffeine wears off, adenosine floods back in, and you crash. Hard.

GoBHB doesn't block anything. It directly fuels the mitochondria — the power generators in every cell — giving them more actual energy to work with. 

Marc's analogy from our conversation: caffeine is blocking a dam; goBHB is the backup generator that keeps the lights on. One masks fatigue. The other addresses it at the source.

For brand builders, this distinction is the story. It's how you explain "no crash" without making a claim you can't back up.

Turnkey goBHB Product Ideas for Founders:

If we were launching a new product with goBHB, today, here are three concepts we’d lead test.

Clean Brain Fuel Stick Pack

We see opportunity here. Plenty of brands sell electrolytes, but very few are cleanly stacking nootropics and ketones. 

Nail the format, taste, and story? 

You could be the first-mover in an exciting, growing category.

Steuart Nutrition MOQ: 100,000

Target Retail Price: $45-$60

Ready-to-Drink Endurance Ketone Hydration

Liquid pouch shots are perfect for everyday athletes who want a convenient kick start, without high caffeine content. 

Meanwhile, no major brand owns the “ketone + nootropic + low caffeine” pocket shot sweet spot. There’s very little Amazon competition for this specific concept, which could allow brand founders to reach a very specific customer segment without competing with established players.

Steuart Nutrition MOQ: 50,000

Target Retail Price: $40-$50

goBHB Focus Pouch

Men are looking for healthy alternatives to Zyn pouches. They want the mental edge in a convenient format, but without the drawbacks of nicotine. 

There’s momentum suggesting a non-nicotine product could be successful in the space, and, better yet, no ketone player is winning the format. 

Steuart Nutrition MOQ: 100,000

Target Retail Price: $14-$16 

Liposomal GoBHB Longevity Sachet

This one is our highest-conviction concept.

CoQ10 and PQQ are well-known mitochondrial support ingredients with strong consumer awareness — but most brands using them are playing in a crowded capsule format with tired positioning. Pair them with goBHB in a premium liposomal sachet (think Symbiotica or Mary Ruth's Organics), and you have something entirely new: a liquid longevity format that hits both the supplement-savvy and the pill-fatigue audience.

The story writes itself: three ingredients, one pathway — mitochondrial energy production and protection. Premium liposomal delivery. Designed for the health optimizer who takes their aging seriously.

There's no ketone player currently winning this format. That's a first-mover opening.

Steuart Nutrition MOQ: 100,000

Target Retail Price: $60-$80

Your Next Move

Considering a supplement launch? 

When the time is right, reach out for a free consultation. We’ll talk goals, vision, and how we can help you get there.

Ben Steuart is the co-founder and CEO of Steuart Nutrition, a contract manufacturing and supplement innovation partner for powder, liquid, and stick‑pack supplements. He launched the company in 2019 alongside his wife, Sarah, building on his lifelong roots in the food production industry, where he grew up working in his father's manufacturing business in Mabel, Minnesota.

Throughout his career, Ben has developed deep expertise in supplement manufacturing and business operations. At Steuart, he leads with a commitment to lean operations, fostering long-term partnerships, and delivering flexible, transparent service—prioritizing the client’s vision as much as his own. His leadership guided the business’s rapid expansion to help several brands double growth and expand into mass retail across the US.