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Anyone that would like to be more efficient and improve their mood. Typical users would be those in demanding industries such as high growth tech startups, finance, medicine, engineering, research, academia, and the creative industries.
Nootropics are supplements, drugs, nutrients, or functional foods that enhance cognitive functions. NooCoffee is a coffee that contains L-theanine, the substance famously found in tea responsible for the feeling of relaxation, in a 2:1 ratio with Caffeine. This mix has been widely studied and found to produce a synergistic Nootropic effect, however up until now the only ways to consume it were always impractical, sometimes expensive, and certainly not delicious! No more popping pills to keep you productive.
NooCoffee is made by roasting the highest quality Specialty Coffee (Coffea Arabica) beans and mixing them with top notch L-theanine extracted from Green Tea (Camelia Sinensis) in a ratio of 2:1 L-theanine to Caffeine. Our process ensures that the L-theanine is evenly spread across the beans, and that the end result produces the correct ratio.
At NooCoffee, we aim to create a product that brings together the benefits of this nootropic, with the deliciousness of great coffee.
A 2014 study in Nutritional Neuroscience showed theanine to improve BDNF (brain-derived neurotrophic factor) by 25%, which helps improve memory and general cognitive function. 
In addition to improving RVIP (Rapid Visual Information Processing) accuracy and ‘mental fatigue’ ratings, the combination (of Caffeine and L-theanine) also led to faster simple reaction time, faster numeric working memory reaction time and improved sentence verification accuracy. ‘Headache’ and ‘tired’ ratings were reduced and ‘alert’ ratings increased. There was also a significant positive caffeine × L-theanine interaction on delayed word recognition reaction time. 
The L-theanine and caffeine combination improved both speed and accuracy of performance of the attention-switching task at 60 min, and reduced susceptibility to distracting information in the memory task at both 60 min and 90 min. These results replicate previous evidence which suggests that L-theanine and caffeine in combination are beneficial for improving performance on cognitively demanding tasks. 
Tea ingredients L-theanine and caffeine have repeatedly been shown to deliver unique cognitive benefits when consumed in combination.
 Neurobiological effects of the green tea constituent theanine and its potential role in the treatment of psychiatric and neurodegenerative disorders AL. Lardner Nutritional Neuroscience Vol. 17 , Iss. 4, 2014
 The effects of L-theanine, caffeine and their combination on cognition and mood, CF Haskell et al., Biological Psychology Volume 77, Issue 2, February 2008, Pages 113-122
 The combined effects of L-theanine and caffeine on cognitive performance and mood.Owen GN, et al., Nutritional Neuroscience. Volume 11, Issue 4 2008
 L-theanine and caffeine improve task switching but not intersensory attention or subjective alertness. Einöther SJ, et al.
Acute effects of theanine, caffeine and theanine-caffeine combination on attention, CN Kahathuduwa et al., Nutritional Neuroscience. 2016
A double-blind, placebo-controlled study evaluating the effects of caffeine and L-theanine both alone and in combination on cerebral blood flow, cognition and mood, FL Dodd et al., Psychopharmacology 2015
The effect of daily caffeine use on cerebral blood flow: How much caffeine can we tolerate?, MA Addicott et al., Human Brain Mapping 2009
Effects of L-theanine or caffeine intake on changes in blood pressure under physical and psychological stresses, A Yoto et al., Journal of Physiological Anthropology. 2012
Psychological effects of dietary components of tea: caffeine and L-theanine, J Bryan, Nutrition Reviews. 2008
The combination of L-theanine and caffeine improves cognitive performance and increases subjective alertness, T Giesbrecht et al., Nutritional Neuroscience. 2010
Assessing the effects of caffeine and theanine on the maintenance of vigilance during a sustained attention task. Foxe JJ, et al. Neuropharmacology. 2012
Acute effects of tea constituents L-theanine, caffeine, and epigallocatechin gallate on cognitive function and mood: a systematic review and meta-analysis. Camfield et al., Nutrition Reviews, 2014
L-theanine and Caffeine in Combination Affect Human Cognition as Evidenced by Oscillatory alpha-Band Activity and Attention Task Performance. Kelly et al., The Journal Of Nutrition, 2008