Building a Clean Focus, Energy, and Mood Supplement in Utah: How a Founder-Led Nootropic Brand Is Rewriting the Energy-Drink and Stimulant Playbook

Episode Summary

On this episode of Utah Business Spotlight, host Peter Anthony sits down with Austin Hammer, founder and CEO of Natty Addy, a Utah-based dietary supplement brand built to deliver clean focus, sustained energy, and stabilized mood without the crash, jitters, or dependency cycle of energy drinks and prescription stimulants. Natty Addy is not a marketing pitch dressed up as a product — it is a founder-built solution to a problem Austin Hammer lived through personally during years on Adderall and pre-workout in college and on the baseball field.

Austin Hammer walks Peter Anthony through the formulation underneath Natty Addy: 2 milligrams of pharmaceutical-grade methylene blue (sourced through Best 365 Labs and manufactured in FDA-registered U.S. facilities, not China), L-theanine for antioxidant and stress-reduction support, and green-tea-derived caffeine engineered to drip rather than spike. The pairing of L-theanine with green-tea caffeine strips out the negative properties of synthetic caffeine and amplifies the smooth, sustained focus profile — four to five hours of clean lift followed by a gradual comedown Austin Hammer describes as 'an airplane gradually descending,' not a crash.

The conversation gets specific on format and pricing. Natty Addy ships in two delivery vehicles: a 60-count pill bottle at $39.95 and a 12-shot box of raspberry-lemonade liquid at $72 — the liquid format functioning as a direct replacement for the energy drink. Each shot equals roughly four pills, and one full shot delivers two doses, which positions the box at roughly $3 per dose for a full month's supply. Austin Hammer is actively cutting his own commissions to drive the price closer to $4–5 per liquid serving, because the brand mission is community access, not premium-margin extraction.

Peter Anthony reinforces the operator and marketing implications throughout. Natty Addy is engineered around a higher-order strategic principle most supplement brands miss: the goal is not to create dependency, it is to retrain the body's natural ATP energy production so the consumer eventually needs less of the product, not more. That product philosophy — combined with a Tik Tok Shop pricing strategy that drops the 60-count bottle to $18 for new buyers, an Amazon distribution rail already live nationally, and an emerging influencer roster of ADHD advocates like Austin Jensen — is the kind of multi-channel CPG positioning that turns a Utah founder-led product into a national brand.

Austin Hammer closes with the founder principle that built Natty Addy: walk through the door. Visualize. Manifest. And then take action — because failure is the greatest teacher in the operator life and the only path to compounding success. Take a look at Natty Addy at nattyaddy.com or on Amazon. Utah Business Spotlight is produced by INCubator Marketing Agency and filmed in Sandy, Utah.

Key Moments

00:00 The crash that started the business · 01:35 Why Natty Addy was built · 02:53 Testing a better focus product · 03:58 Liquid shots vs pills · 04:58 What is actually inside Natty Addy · 06:52 L-theanine, caffeine, and smoother energy · 08:12 How long the product lasts · 09:01 No crash and daily use · 10:22 Amazon, pricing, and consumer access · 12:21 Finding the right dose · 13:38 ADHD, energy, and who it serves · 14:36 Concerns, medications, and consumer questions

Notable Quotes

"I wanted to develop a product that could touch focus, energy, and mood — without the side effects, without the jitters, without the crash." — Austin Hammer

"It's not a crash. It's an airplane gradually descending. You can focus, read a book, drink your tea, and just calm down for the night." — Austin Hammer

"Walk through the door. Failure is the greatest opportunity I've ever been given. Every time I failed, I succeeded even more." — Austin Hammer

"We're not trying to put an addictive substance out there. We want the brain to start producing these natural pathways on its own." — Austin Hammer

Frequently Asked Questions

Who is Austin Hammer?

Austin Hammer is the founder and CEO of Natty Addy, a Utah-based dietary supplement brand engineered for clean focus, sustained energy, and mood support. Austin Hammer built Natty Addy out of personal necessity after years on Adderall and pre-workout stimulants through college and competitive baseball, and now leads the brand's product, distribution, and community-access strategy from Utah.

What is Natty Addy and how does it work?

Natty Addy is a dietary supplement built around a clean nootropic stack: 2 mg of pharmaceutical-grade methylene blue, L-theanine, and green-tea-derived caffeine. The combination is engineered to deliver four to five hours of smooth, sustained focus and energy — followed by a gradual comedown rather than a stimulant crash. Natty Addy ships in a 60-count pill bottle and a 12-shot raspberry-lemonade liquid format.

How is Natty Addy different from energy drinks or Adderall?

Natty Addy uses naturally-derived green-tea caffeine paired with L-theanine, which strips out the negative properties of synthetic caffeine and replaces the spike-and-crash profile with a smoother, dripped energy curve. The methylene blue increases oxygen delivery to the brain, supporting peak cognitive performance. Unlike energy drinks or prescription stimulants, Natty Addy is engineered around retraining the body's natural ATP energy production rather than building dependency.

How much does Natty Addy cost and where can I buy it?

The 60-count pill bottle retails at $39.95 and the 12-shot liquid box retails at $72 — with each shot containing two doses, that works out to roughly $3 per serving for a full month's supply. Natty Addy is available direct at nattyaddy.com, on Amazon, and through a Tik Tok Shop promotion that drops the 60-count bottle to $18 for new buyers.

Is Natty Addy safe to take with prescription medications?

Per Best 365 Labs, the parent partner behind Natty Addy's pharmaceutical-grade methylene blue, the formulation is compatible with most SSRIs and many psychiatric medications. The serotonin-syndrome threshold for the methylene blue dose in Natty Addy would require consuming a full 60-count bottle in one sitting, which is far outside any recommended dosing protocol. Consult a physician before combining with any prescription regimen — and see the COAs published on the brand's website.

Where is Utah Business Spotlight filmed?

Utah Business Spotlight is filmed at Sandy, UT (venue TBD). The show is produced by INCubator Marketing Agency and hosted by Peter Anthony.

About INCubator Marketing Agency

INCubator Marketing Agency is Utah's first AI-integrated marketing infrastructure team, headquartered in Sandy, Utah and serving small businesses, founders, and operators across Utah County, Salt Lake County, and the wider Wasatch Front.

Every engagement is built around the INCubator Method: seven core marketing systems — authority web design, local SEO, CRM and pipeline, marketing automation, AI voice receptionists, video content, and conversion-focused funnels — installed together as one accountable infrastructure so every dollar compounds month over month.

The agency was founded by Peter Anthony Wynn (Founder & Marketing Strategist) with Marc Olsen (Partner & Automation Expert) and Chelsie Wynn. INCubator operates Utah Business Spotlight, a long-form Utah small business podcast filmed at Bad Bet Productions in Sandy, Utah, and hosts Tuesday Night at the INCubator — a weekly marketing training and networking event for Utah business owners.

Contact: team@incubatormarketingagency.com · +1 385-386-6988 · Office hours Monday through Friday, 9 AM to 5 PM Mountain Time.