Las Vegas-based Maloof Ventures announced the launch of Never Too Hungover Boost, a new dietary supplement for hangover prevention and recovery under the Never Too Hungover dietary supplement brand. The full line of supplements will debut at health-and-wellness specialty retailer The Vitamin Shoppe, marking the company’s latest foray into the wellness retail market, it says.

An extension of the Never Too Hungover line currently available at GNC stores and select retailers across the U.S., Boost is composed of a proprietary formula that helps neutralize and process the toxins caused by alcohol in the liver and kidneys, ideal for use before or after a night of drinking, with the added benefits of caffeine and additional vitamin B12, the company says.

Featuring potassium, milk thistle, green tea extract, aloe vera, electrolytes, caffeine and gotu kola, Boost offers a natural vitamin blend with a berry taste. The product also is gluten free and contains zero sugar. The supplement is packaged as a 3.4-ounce serving in a bottle that can be consumed as a shot or a mixer and is designed to be taken up to an hour before or while consuming as many as seven alcohol beverages, the company says

“My family and I believe that Never Too Hungover Boost is an exceptional drink that will benefit anyone who uses it, and we are very excited to launch an extension of our successful hangover prevention brand with a new product poised to effectively aid in recovery,” said Phil Maloof, Maloof Ventures and Never Too Hungover co-owner, in a statement. “Recent statistics indicate that the hangover recovery market is estimated to reach a staggering value of $785 million in 2018, and we are confident that our launch in The Vitamin Shoppe nationwide will further solidify our position as the industry leader.”

Never Too Hungover Boost is available on Amazon Prime,, GNC and The Vitamin Shoppe locations across the United States, as well as in select retailers in Texas, California, Nevada, Arizona and New Mexico.