Formulation and Function

JoyAmaze® Inspired!™: Critical nutrients for the best mental, spiritual and physical development


DHA is an omega-3 fatty acid that can be found in brain as it makes up the brain main structure. It is a nutrient vital in brain and central nervous system development and functions.

Creativity Quotient (CQ) Enhancement

Apart from being the building block for brain, your child requires DHA to dynamically engage her mind for creative thinking.

Iodine is required for thyroid hormones productions which are important for growth and brain development. Iodine deficiency during childhood may lead to goiter, which can affect cognitive performance and development.

Intelligence Quotient (IQ) Enhancement

Although your child needs iodine in trace amount, the mineral is critical to optimize thyroid gland functions. Healthy thyroid gland is important for your child’s mental growth and intellectual prowess.

Vitamin B12 (cobalamin) is essential for the production of red blood cell.

Folic Acid (Vitamin B9) is vital for growing children and adolescents. It is a crucial nutrient for cells and tissue growth and divisions. It is another vitamin that is required for the production of red blood cell.

Vitamin D is essential for bone health and maintenance where its primary function in the body is to aid in the absorption of calcium and phosphorus.

Emotional Quotient (EQ) Enhancement

Vitamin B12 and Folic acid are intrinsic nutrients for central and peripheral nervous system.

Vitamin D is important to uplift your child’s mood and reduce negative emotional outburst incidence.

Vitamin B1 (thiamine) helps the body to metabolize carbohydrate consumed into glucose that acts as energy.

Vitamin B2 (Riboflavin) and Vitamin B3 (Niacin) helps the body to metabolize fats, carbohydrates, proteins and ketone bodies into much needed energy.

Vitamin B6 elevates the muscle potential to utilize glycogen as energy during physical activities. In recovery process, it stimulates anabolic process for muscles and tissues regeneration.

Fitness Quotient (FQ) Enhancement

Either for study or for sports, your child uses a lot of energy. Vitamin B1, B2 and B3 are needed to supply your child with adequate fuel.

After sports or games, your child requires a supply of Vitamin B6 to repair small wears and tears in her muscles.

Magnesium promotes absorption and retention of calcium in the body. It is also an electrolyte. Magnesium is a vital trace mineral for more than 300 cellular enzymes, metabolic reactions and a co-factor in some biochemical reactions - energy metabolisms, optimizing immune system, building of DNA and RNA, normalize muscles and nerve functions, productions of enzymes and proteins, and regulate blood sugar levels. Magnesium is a component of mitochondrial enzyme.

Concentration Quotient (CcQ) Enhancement

Your child requires undivided attention and powerful concentration every time she is taking her lessons and studying. Magnesium is the critical mineral to help improve her focus. When the day is over, the mineral helps induce quality sleep.

According to Malaysian Dietitians' Association, 97% of children suffer from functional constipation

JoyAmaze® Inspired!™ contains 2.9g of Dietary Fibre to provide adequate dietary fibre intake and improves your child digestive function and healthy bowel movement.

Isomalto-ologosaccharides (IMO) is a prebiotic and soluble dietary fibre that is important for intestinal health and regular bowel movement. IMO stimulates and promotes growth of Bifidobacterium and Lactobacilli (the good bacteria) and inhibit the growth of pathogenic (bad) organisms in large intestine. This improves the environment of intestinal microflora which lowers the risk of infections and diarrhea, and may lead to improvement of immune system response.

Short chain fatty acids production through fermentation of IMO has been shown to promote calcium and phosphorus absorption in the intestine. Uptake of calcium and magnesium is crucial to build strong bone structure.

Amino acids in soy powder and whey protein are vital to the body. They may help in reduction of blood cholesterol level and improvement of lipid profile and therefore support healthy body weight.

Human body is composed mainly of proteins especially the muscles, the cellular organelles, the skin and the hair. Milk is a rich source of complete proteins. A complete protein is constructed by nine essential amino acids – leucine, isoleucine methionine, lysine, phenylalanine, threonine, tryptophan, valine and histidine. Essential amino acids are biochemical that cannot be synthesize by the body but must be obtain from food source. The proteins perform all biological functions such as facilitating the absorption and utilization of vitamin A and iron, cellular repair and maintenance.


Zinc is an important trace mineral for a child’s normal growth and development, most importantly in mental development. Zinc stimulates the brain’s activity by regulating the communications between neurons and the hippocampus. The communication helps enhances the child learning abilities and improve the memory. Zinc also acts as anti-oxidant to guard the brain’s blood vessels from infections and oxidative stress.

In overall support and strengthening of the immune system, zinc involves in protection of cells against free radicals. It is vital in maintaining cells and organ integrity by stabilizing the molecular structure of cellular components and membranes.

The mineral protects and improve functionality of the digestive system. Zinc is found in all body tissues and fluids. It is a crucial component of the majority of enzymes. Some of the enzymes involve in the synthesis of carbohydrates, lipids, proteins and nucleic acids, while others in the metabolisms of other micronutrients. It is also a component of mitochondrial enzyme.

Iron forms oxygen carrier, such as hemoglobin and myoglobin for efficient oxygen transportation throughout the body. Iron helps strengthen the immune system. It involves in production of energy source. Iron acts as ‘vehicle’ for electrons within cells and a part of certain enzyme systems in various tissues.

Selenium participates in thyroid metabolism and acts as an anti-oxidant to protect the thyroid.

Vitamin A (Retinol) is crucial in maintaining good vision and production of cells. It is equally important to maintain the health of skin and mucous membranes of the nose and mouth.

Calcium is vital for bones and teeth health and is especially important for a child optimal growth. It is involved in neural transmission, vascular contraction and vasodilation, and muscle contraction for smooth physical movement. The bio-availability of calcium derived from seaweed is higher as compared to industry-standard calcium, ensuring a higher absorption rate and efficacy for the body to utilize it in biochemical functions.

Chocolate milk is the best drink for your child

Chocolate milk is a multipurpose drink containing the goodness of milk and chocolate in one serving. It’s naturally rich in bio-compounds such as alkaloid, dietary nutrients like carbohydrates, vitamins, and minerals, some with anti-oxidants properties. These essential compounds are critical to the healthy mental and physical development of a child. It is easier for a kid’s stomach to digest chocolate milk especially on an empty stomach or after physical activities.


Theobromine is an alkaloid compound, beneficial for active school-going child. It relaxes working muscles and may help them avoid serious injury during physical games like soccer, netball, volleyball and badminton. Theobromine is also found useful to harden the enamel so your child can grow a strong set of teeth.


During learning and studying, serotonin can elevate your child brain power for a more superior memory, clear articulate thoughts and enhanced focus. It allows her to absorb more information and able to utilize them while doing independent study and homework. Serotonin also can control hunger-satiety perception in the brain, which in turn helps to curb overeating. Together with proper and healthy daily diet and enough exercises, your child can maintain an ideal weight. During the night, the natural bio compound calms your child, enabling her to have a restful sleep.

Phenethylamine (PEA)

PEA is another natural compound that can support your child in learning process – by improving your child mental prowess. It works by lowering restlessness, heighten alertness and increase focus, enabling her to tune out any distraction. Moderate intake of chocolate milk might be the answer to aid a child with attention deficit hyperactivity disorder (ADHD) as PEA stimulates dopamine activities in the brain.

Carbohydrates and Protein

Your physically active child’s body needs a ratio of carbohydrates-to-protein around 3-to-1 or 4-to-1. Ideally a glass of chocolate milk contains around 3-to-1 to 5-to-1 ratio, making it a handy before and after sport drink. Before any physical activities, the carbohydrates supply fuel for the body to remain active. The proteins meanwhile, aid to prevent damages to the working muscles.

After workout, the carbohydrates replenish your child’s energy supply in the form of glycogen. Proteins and all its amino acids help repair the muscles from minor injuries your child sustained, rebuild the muscles and assist the body in restoring the glycogen supply. Coupled with theobromine which helps dilates and relaxes blood vessels, the muscles recovery process can be speed up as oxygen-rich blood able to reach the muscles quicker.

The good fats

A growing child needs fatty acids. Chocolate milk contains stearic acid, a type of saturated fat and oleic fatty acid, a monounsaturated fat and an omega-9 fatty acid. Stearic acid, although grouped together with the ‘bad’ saturated fats has unique biochemical reaction; it lowers the low-density-lipoprotein, i.e. the bad cholesterol in the blood. As a matter of fact, a human body will convert the stearic acid into oleic acid. Oleic acid, meanwhile, is capable of powering up the memory and optimizing the brain functions.

Flavonoids and Flavanols

Scrape knees and split lips are among the normal wear and tear kids sport during their developing years. That is why your precious one needs plenty of anti-oxidant, anti-inflammatory, anti-microbial and anti-viral compounds. All of them can be found in chocolate flavonoids.

The anti-oxidant properties are to ensure the protection of brain cells from damage and improving cognitive function; boost the anti-oxidant effects of vitamin C; prevent blood clots; prevent oxidation of low-density lipoprotein; and protect the health of the heart. The anti-inflammatory, anti-microbial and anti-viral properties meanwhile, aid in fast healing of wounds and minor injuries, lessen inflammation and increase immune function. Flavonoids also have been acknowledged to reduce the symptoms associated with chronic fatigue syndrome. Among the symptoms are cognitive difficulties, severe mental and physical exhaustion, troubled sleep, muscle and joint pain and headaches.

Flavanols, is a subclass of flavonoids that also contain anti-oxidants properties. There’s a possibility flavanols can protect your child’s skin against harmful UV rays. It may also improve the dermal condition by improving the blood circulation to the skin which in turn boosts its hydration. Apart from that, there have been studies to prove flavanols ability to fight obesity by revving up the metabolism and encourage healthy weight management.

Chocolate milk contains minerals. Some of these minerals also act as electrolytes, vital for electrical communications between cells within the body. Electrolytes can be depleted during physical activities or hot weather, when your kid’s body sweat excessively. Among the ionized minerals present in chocolate are:

  • Kalium a.k.a potassium
    It is the major positively charged ion mineral found inside of cells. Kalium maintains the balance of bodily fluid, and blood pressure, regulates the heartbeat, and potentiates the contraction of skeletal muscles and smooth muscles.
  • Natrium a.k.a sodium
    It is the major positively charged ion mineral found outside of cells. It normalizes the total amount of water in the body. Natrium moves in and out each cells especially in the brain, nervous systems and muscles. The movements help generate electrical signals for neuronal and nerve signalling.
  • Magnesium

Among other minerals present in chocolate are;

  • Manganese
    The trace mineral involves in the building of bones, connective tissues and hormones; involves in metabolism of fat and carbohydrate; and normalize brain and nerve function.
  • Iron
  • Zinc
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