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Distilled Down

The Problem of Proprietary Blends

What they are, why companies use them, and how Cheers is different.

Dalia Steichen

September 14, 2020


The FDA + Supplements

Cheers is in the category of dietary supplements, just like Emergen-C, Airborne, Dramamine Non-Drowsy, and other products. In this category, the FDA will make sure the product is manufactured in a proper way, but will not comment on efficacy – that’s up for the consumer to decide.

Because the FDA doesn’t regulate supplements as strictly as drugs, supplements are allowed to hide behind proprietary blends, which means the individual ingredient amounts do not have to be listed. As a result, tons of companies take advantage of this loophole – namely our DHM-based competitors.

Smoke & Mirrors

We’re just going to be blunt: Our DHM-based competitors are hiding their formulas. Our competitors want you to think that “proprietary blend” means that they have a secret or unique formula that contributes to their success, and sharing that formula would hurt their competitive edge.

What it really means is that they’re hiding their formula (including DHM, the most effective ingredient), so that you can't determine the ingredient amounts in their products.

Just 3 of the many competitors that hide their ingredient amounts behind a proprietary blend.

DHM is expensive... and so worth it.

Our DHM-based competitors know that DHM is the most expensive ingredient to add to their formula. It's also the most effective, which is why we at Cheers invest so much in DHM — over 1,000mg per dose. However, when you, the consumer, start shopping around for the best product, it's impossible to know how these other companies stack up. That’s because they do not list the amount of DHM (as well as other effective ingredients).

Transparency = Respect

You deserve to know what you’re paying for and what you’re putting in your body. As part of our commitment to transparency, we will never hide details that we would want to see as consumers ourselves. We are one of the only brands in the industry that doesn’t hide our ingredients behind proprietary blends, giving customers full insight into each product’s ingredient amounts.

All of our products are manufactured in FDA-regulated facilities and are made in the USA. We vet dozens of manufacturers and run QC checks at third-party labs to ensure our products are of the best quality. We even spent the extra money to get expert toxicology reports of Cheers Restore’s safety.

We take pride in making the safest and most effective products possible, and we will continue to work to exceed FDA standards.

Cheers to you 🍻


About Cheers

Cheers is the leading alcohol-related health brand focused on developing products that support your liver and help you feel great the next day. As a student at Princeton, Cheers’ founder Brooks Powell discovered the potential advantage of incorporating the natural plant extract Dihydromyricetin (DHM) into an after-alcohol consumption regimen and began working with his professors to make products that addressed the unique challenges of alcohol-related health. . Since its official launch in 2017, Cheers has sold more than 13 million doses  to over 300 thousand customers. The research-backed line of products includes three versions of supplemental pills and powders – Restore, Hydrate and Protect. Cheers is now releasing read-to-drink versions of their products—starting with Cheers Restore. Each product is equipped to meet different health needs such as rehydration, liver support, and acetaldehyde exposure. Cheers places an equal emphasis on the responsibility and health aspects of its mission and vision. The brand’s mission is bringing people together by promoting fun, responsible, and health-conscious alcohol consumption. The vision is a world where everyone can enjoy alcohol throughout a long, healthy, and happy lifetime. For more information, visit or join the social conversation at @cheershealth.

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