New sleep supplement with no melatonin had 50k-person waitlist

Desperate for sleep? You’re not alone.

The sleep supplement market is booming, with an estimated $7.6 billion in revenue last year — and it’s only growing larger.

But even with countless options on the market — including a few by celebrity brands, include Kourtney Kardashian’s Lemme Sleep and Gwyneth Paltrow’s Goop Knock Me Out chews — a new supplement out today managed to generate a waitlist of over 50,000 people, many of whom have been hanging on for months for it to go on sale.

The new supplement comes from AG1, the makers of the daily Athletic Greens health drink beloved by athletes and fitness fans.

While that powder mix is packed with nutrients and meant to be taken in the morning, their new release, AGZ, is for winding down at night.

And for some, the biggest draw is that it helps you sleep without any melatonin.

What is melatonin?

We naturally produce the hormone melatonin in response to darkness, and it signals to our bodies that it’s time to sleep.

Taking it in supplement form can be a huge help when your circadian rhythm is disrupted, like if you travel across across time zones and have jet lag. It can be a great tool in some people’s arsenals — for short term use, and used in the right way.

But if you have ongoing issues relaxing and conking out — and insomnia in particular — melatonin isn’t going to do the trick. Taking it for too long may impact your body’s natural production, and the long-term effects haven’t been well studied.

How does this new supplement help you sleep?

AGZ has five main ingredients to help you wind down:

Magnesium L-threonate: You may have heard of magnesium as a sleep supplement — and it comes in a few forms. Magnesium-L-threonate, or MgT, is a favorite because it’s been shown to cross the blood-brain barrier.

Studies have found that it can boost sleep quality as well as daytime functioning. As an added bonus, some research has even shown it to improve cognitive function, constipation, anxiety and depression.

Ashwagandha: A staple of Ayurvedic medicine, ashwanganda can lower cortisol, the stress hormone, as well general stress and anxiety levels. That alone can be helpful when people need to unwind for bed.

But other studies have shown it to improve sleep — specifically sleep quality, sleep onset latency (how long it takes you to fall asleep) and mental alertness upon waking.

Saffron: Saffron has also been found to improve sleep quality and duration across multiple clinical trials.

L-theanine: An amino acid found in tea, some research has demonstrated that L-theanine can improve sleep onset latency, daytime dysfunction, sleep quality and relaxation without drowsiness. It may also help reverse some of the negative impact that caffeine can have on sleep.

Valerian: The science on valerian root is more mixed, with some studies showing positive outcomes and others showing less evidence it works. But anecdotally, fans say it can help, especially by easing anxiety.

The brand says AGZ can be drunk nightly an hour or two before bed. It can be hot or cold, mixed with water, milk or non-dairy milk.

It currently comes in three flavors: chocolate, chocolate mint and mixed berry.