Fri, 28 May 2010 6:55p.m.
By David Farrier
It is often said a glass of milk before bedtime can help you get to sleep.
A New Zealand biotech company decided to milk that market, and create a sleep-enhancing milk powder called Sleep Time.
They tried it in Taiwan with 20,000 distributors, and it sold out within half an hour of launching.
Eighty-eight percent of those surveyed saying they were getting a better sleep.
"Our scientists were inspired by the effect mothers' milk had on kids, so found certain cows had proteins that enhanced sleep," says Guy Williams.
According to its creators Somnaceutics, specially-selected cows produce milk that contains high level of sleep-enhancing peptides.
The biotech company teamed up with health food company New Image to market the product in Taiwan.
"Sleep deprivation is a big issue there," says Stephen Lyttleton, New Image CEO. "In fact, 22 percent of the population have severe sleep difficulty."
Sold as a sachet that's mixed with water, it went off with a bang.
And what does it taste like? Well, officially, "vanilla and honey", though they may expand into other flavours such as chocolate.
Right now you can only buy Sleep Time overseas, but there are plans to bring it to New Zealand.
3 News
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