... [+]The Bosnian native fled her home country during the siege of Sarajevo in 1992, and spent over a year in Croatia before winding her way in London to pursue a degree in computer science and economics.
But above all, Jenkins is an entrepreneur at heart, and has carved out a reputation for herself in the consumer goods industry with Neuro Drinks — a line of functional beverages designed to provide consumers with a boost of energy, focus, relaxation, and sleep. “I always knew that I wanted to build and run businesses,” Jenkins recently told me during an exclusive sit-down interview, recalling how she worked three jobs while studying in London back then. “When I first started Neuro, the industry was overwhelmingly dominated by men. And there I was, a woman with a Bosnian accent telling them that they’re overlooking major consumer needs in the beverage space.
Functional drinks are a multibillion-dollar market globally, and it accelerated further during the pandemic both in terms of consumption volume and the variety of products offering physical and mental benefits.reach around $279.4 billion by 2030, and is poised to grow at a CAGR of 8.94% between 2022-2030.
Increasing consumer demand is also spurring innovations in the space: outside of traditional enhanced waters focusing on hydration, energy, gut health, and immunity, products that help boost cognitive and brain health are also gaining massive momentum. Neuro’s goal at the outset, according to Jenkins, is to adopt a holistic approach to promoting human health through a short list of clean ingredients and various health benefits.