Zeno Functional Foods is an emerging company taking a unique approach to solving some big problems in public health. Currently focussing on Diabetes, Obesity, and alcohol misuse, food products are being developed to both have potential outsized impacts while contributing to only 10-15% of daily caloric needs. The overall goal is to provide a food-based means of enhancing wellness to consumers without a radical change to their current diet and lifestyle. To accomplish this, specific key physiological responses modifiable with food are being targeted. Foods are rapidly prototyped and tested in human clinical case studies and then further evaluated through full randomized clinical trials to validate their efficacy. The first product to market using this methodology is the SOBAR which was designed to reduce peak blood alcohol concentration (BAC) and bioavailability in a more effective manner than conventional foods. In a randomized and controlled clinical trial conducted by a leading CRO, INQUIS Clinical Research, the 210 calorie SOBAR reduced both peak BAC and bioavailability by approximately 50% (compared to no food intake) if consumed before drinking 2 standard drinks in 10 minutes. This was 100% more effective per calorie consumed compared to the two control foods used in the trial, the common snack mix Chexmix and a full multi-component meal. This research was published in a peer-reviewed journal, the J of Medicinal Food. Both US and international patents have been filed on the underlying technology, Alco-HOLD, which works by transiently holding alcohol in the stomach where it is inactivated more efficiently. The SOBAR has been launched in the US in November of 2019 in three flavors and offered exclusively through internet sales channels in conjunction with Zeno's partner Whitebox. A planned rollout to retail channels is expected in the latter half of 2020.