One product, one panel, one record.
Just Thrive Just Calm — label audit
"Clinically proven mood support" is printed on the front of the bottle. The strain's flagship randomised trial concedes no behavioural effect, and it drew a published comment in the same journal titled "Bifidobacterium longum 1714 Does Not Modulate Reactivity to Social Stress". The panel underneath that claim is the most transparent in its batch.
This page is an audit of a label. It records what this product’s panel discloses, what of that could be checked against a primary record, and what could not. The score below ranks this product on that disclosure and on nothing else.
The record this page rests on
- NIH label record
- Label read on
- The most recent dated artefact behind this page. Labels change; this is how old our reading of it is.
- Cohort
- Addendum — outside the founding denominators Audited 2026-07-31, outside the frozen founding cohort of 27 and outside every D27 denominator.
- How deep this went
- Label audit — the lighter pass What the label says, what basis it gives for its CFU number, whether the strains are coded, whether a government label record exists — checked and published. No full claim inventory was written for this SKU. It is a real result, and it is a shallower one than the teardowns above it, which is why the page says so before you weigh it against them.
The Label Verifiability Score for this product
82.9 out of 100
Rank 29 of the 154 products in this audit the rubric can score. This rank is shared with 6 other products — 7 products sit on 82.9 and are tied. They hold the position jointly; no tiebreaker is applied, because every tiebreaker available here would be a number the rubric deliberately refused to weigh, smuggled back in to make a list look tidier.
The score measures one thing: how much of what you are buying this company tells you, and how much of that survives being checked against a source that is not the company. It does not measure whether the product works — this site holds no efficacy data of its own, and 0 of 294 organism slots in the founding cohort carry a strain with a human randomised trial for any male-specific outcome, so nobody in this category has evidence that would support a ranking by effect.
Computed over 86% of the rubric by weight — the share of the five questions below this record could answer. The remaining question is unanswered, and unanswered is not nought: it leaves the divisor rather than dragging the score down. That share travels with the number and is never dropped — this score over 86% of the weight and the same score over all of it are different claims.
| Component | Weight | What was counted, and where | Fraction | Weight × fraction |
|---|---|---|---|---|
| Strain identity printed on the panel | 0.24 | 1 of 1 organism slot carries a printed strain designator. | 1 / 1 = 1.0000 | 0.2400 |
| Per-organism amount printed | 0.20 | 1 of 1 organism slot has an amount of its own; the rest are inside a blend total. | 1 / 1 = 1.0000 | 0.2000 |
| What the CFU count is measured against | 0.22 | Potency basis "none-stated": CFU figure printed yes, single basis stated no, basis reaches expiry no — 1 of 3. | 1 / 3 = 0.3333 | 0.073333 |
| Printed designators that lead to a human trial | 0.20 | 1 of 1 checked organism slot resolves to at least one human randomised trial under the designator exactly as printed. This counts whether the identity leads to a trial, never what the trial found. | 1 / 1 = 1.0000 | 0.2000 |
| Certification confirmed at the issuer’s own register | 0.14 | Every certification on this record is brand-asserted with the register unreachable, or not yet queried. An unreachable register is a fact about the verification infrastructure, not about this brand, so it may not move its position. | Not answered | — excluded from the divisor, not counted as nought |
0.713333 — the last column added up — divided by 0.86, the weight this record could answer, is 0.8295. Multiplied by 100 and rounded to one decimal, that is the 82.9 above.
See this product’s row in the full ranking, alongside the other 153 scored products, or read what each of the five components asks and how to check it .
What this label discloses
Everything in this table is what the product itself states — on the printed panel, on the brand’s own page, or in the label record the manufacturer filed. Nothing in it is checked yet; checking is the next section.
| Disclosure | As recorded |
|---|---|
| CFU as printed | 3 billion CFU (Bifidobacterium longum 1714™, 30 mg, its own panel line) |
| What that count is measured against | No basis stated |
| Strain designators | All organisms coded |
| Organism slots transcribed here | 1 — the full panel |
| Marketed as | Unisex |
There is nothing to quote. "3 billion CFU" appears on the panel with no temporal qualifier at all — not "at manufacture", not "at expiry" — and there is no storage-conditions clause and no refrigeration instruction anywhere on the label or the product page. The count is stated; what it is measured against is not.
The panel’s own words on potency, verbatim.
A CFU number appears with no temporal basis of any kind. A count with no basis is not a quantity; there is no date at which it is claimed to be true.
Every organism on the panel carries a printed strain designator. Whether those designators lead anywhere is a separate question, answered below.
| Organism as printed | Designator as printed | Quantity as printed | What the designator resolves to | The query we ran |
|---|---|---|---|---|
| Bifidobacterium longum | 1714™ | 30 mg / 3 billion CFU | Human RCT | Every PMID below was retrieved and its abstract read: 27801892, 30998517, 31425155, 31599743, 34589719, 38355674, 38071842, 36178333 |
What of that is verifiable
A disclosure is verifiable when a reader can open a record that neither we nor the brand controls and see the same thing. Below is every dated artefact this page rests on. What is absent from this list is not verified, however reasonable it sounds.
- Photograph of the printed panel — justthrive-just-calm-30-supplement-factshttps://justthrivehealth.com/products/just-calm — Address given, not linked: this site does not link out to the products it audits. captured The brand's own label photograph, transcribed: "Vitamin B6 (as Pyridoxal-5'-phosphate) .75 mg 42%**; Folate (as L-5-methyltetrahydrofolate calcium) 400 mcg DFE 100%**; Vitamin B12 (as Methylcobalamin) 1 mcg 44%**; Bifidobacterium longum 1714™*** 30 mg / 3 billion CFU †." Other Ingredients: microcrystalline cellulose and vegetable capsule (hypromellose, water). Footnote: "1714™ is a trademark of PrecisionBiotics Group, Ltd." Seal on panel: "1714-Serenitas® · Scientifically Studied" — the ingredient supplier's brand mark, not a certification. Panel text is not present as HTML text on the product page; it exists only in the image.
- NIH Dietary Supplement Label Database record — DSLD 301433 (opens in a new tab) captured NIH label record for Just Thrive Just Calm, on-market. Its UPC, 6 44216 44653 7, was matched against the barcode legible on the brand's own back-of-bottle photograph (Products-JustCalm-left_1.jpg), confirming this record is the 30-count SKU rather than the 90-count, which carries 644216446735. Used for identity confirmation only: its %DV fields disagree with the label image and with FDA Daily Values, so they are treated as unreliable and the panel photograph is primary.
- Dated capture of the brand’s own page — justthrivehealth-just-calm-2026-07-31https://justthrivehealth.com/products/just-calm — Address given, not linked: this site does not link out to the products it audits. captured Fetched directly, HTTP 200, no bot-blocking. Live product handle joot-just-calm; SKUs JTJOOTJC30 and JTJOOTJC90. Source of the prices ($44.99 for 30 count, $124.99 for 90), the front-label and product-page claim copy quoted in the findings, and the catalogue check justthrivehealth.com/products.json?limit=250 (25 SKUs, zero gendered titles). The brand's /pages/quality and /pages/faq both returned HTTP 404 at the same pass.
How many of its strains have a human trial for what it is sold for
Across the frozen founding cohort, 0 of 294 organism slots (0.0%) carry an organism with a human randomised controlled trial for any male-specific outcome. Not for this product — for all 27 of the founding teardowns, taken together. That is the number to hold against any men’s probiotic, including this one.
Two further founding-cohort figures for context: only 43 of 294 organism slots carry a strain with any human RCT at all under the exact code printed on the label, and only 2 of 27 products have a published human trial of the finished formula — the thing actually in the bottle. All three figures divide by the frozen cohort of 27 teardowns and 294 organism slots, never by every teardown on this site.
For this product specifically, 1 organism slot carries a strain with a human RCT under the exact designator printed on the label.
A word on what a designator has to clear before it counts here. The organism must be named with the exact strain code that appears in the trial, the trial must be in humans, and the code must return that trial when a reader searches it. A species name does not qualify: the trials in this field are of strains, and a species contains thousands of them.
What it costs per day
$1.50 a day at the dose the label itself instructs.
- Price
- $44.99 USD
- What that buys
- 30 capsules, 1 capsule daily, 30 servings ($44.99 ÷ 30 = $1.4997). The brand's own displayed unit price, "$1.50/capsule" one-time, is arithmetically correct — serving size is one capsule, so capsule price and serving price coincide. The 90-count bottle is $124.99, which is $1.39 a day. Cost per billion CFU per day, $0.50.
- Price checked
- — the source we read it fromhttps://justthrivehealth.com/products/just-calm — Address given, not linked: this site does not link out to the products it audits.
What certification it holds, checked at the issuer’s own register
A badge on a bottle is a claim like any other. Every row below was checked — or not checked — at the certifier’s own public register, never at the badge. Across the frozen founding cohort, 2 of 27 products hold a certification we could confirm at the issuer — a founding-cohort figure, not a count over every teardown on this site.
| Programme | Status at the issuer | Checked |
|---|---|---|
| 3rd-Party Quality Tested | Brand-asserted, unverified | 31 July 2026 |
| Any recognised third-party certification | Not checked | 31 July 2026 |
3rd-Party Quality Tested
The badge is displayed, but the register could not be reached to confirm it. We call this unverified, not false.
The site makes the claim with no lab named, no scope and no certificate. The brand's own pages that would carry the detail — justthrivehealth.com/pages/quality and /pages/faq — both return HTTP 404. There is nothing to check and nobody to check with, so it is recorded as brand-asserted and unverified.
Any recognised third-party certification
We have not queried this register for this product. It does not mean the product holds nothing.
No USP, NSF, Informed Choice or Non-GMO Project mark was found. The seals that do appear are formulation statements — wheat-free, dairy-free, soy-free, Non-GMO, Vegan — not third-party programmes. One mark on the panel is easy to misread: "1714-Serenitas® · Scientifically Studied" is the ingredient supplier's own brand mark, not a certification, and the panel footnote names its owner, "1714™ is a trademark of PrecisionBiotics Group, Ltd."
How it differs from the same brand’s women’s version
Across the fourteen same-brand men’s-versus-women’s label diffs run inside the frozen founding cohort, zero men’s or default formulas contain a probiotic strain, identified by designator, that was selected on male-specific evidence. In eight of the fourteen the sex-specific differentiator is a botanical or a mineral, and in five of the fourteen the women’s SKU is better-specified, cheaper, or both — “better-specified” meaning the panel that discloses more, never the panel with more in it. The rule behind each of those counts, and all fourteen pairs classified against it , are published in full. Diffs run on teardowns added since sit outside this fourteen, and outside the sentence above.
This brand sells no women’s counterpart to this product, so there is no diff to run.
Every finding on this page, with the record behind it
Finding 1 clinically-proven-mood-support-is-not-a-defensible-summary-of-this-record
The phrase is printed on the front label. The strain's flagship randomised trial reports no behavioural effect in its own abstract, and it drew a published comment in the same journal titled "Bifidobacterium longum 1714 Does Not Modulate Reactivity to Social Stress". A published trial and a published rebuttal sitting in the same journal is a more useful and more defensible story than either alone — but "clinically proven" is not a summary of it.
The record: Front label, verbatim, against PMID 30998517 (Am J Gastroenterol 2019;114:1152-62) and PMID 31425155 (published comment), with the authors' reply at PMID 31599743; all abstracts retrieved and read 2026-07-31 — open ithttps://justthrivehealth.com/products/just-calm — Address given, not linked: this site does not link out to the products it audits.
Finding 2 benefit-claims-that-run-against-the-strains-own-trial-findings
"Drives mental clarity, focus, and alertness*" runs directly against PMID 34589719, whose own words are that the strain "showed no efficacy in improving measures of working memory, visual memory, sustained attention or perception." "Supports great energy and optimal sleep*" is the defensible half — sleep quality and duration did improve in that trial — though the 2024 sleep trial, PMID 38355674, missed its primary endpoint.
The record: Product page claim copy, verbatim, against PMID 34589719 (Brain Behav Immun Health 2021) and PMID 38355674 (Sci Rep 2024;14:3028, NCT04167475), abstracts read 2026-07-31
Finding 3 the-theta-wave-claim-carries-a-gloss-the-study-does-not
"Encourages theta wave activity* (the brain wave linked to flow state, effortless focus, and great thinking)". The theta finding itself is real — it is the magnetoencephalography readout in PMID 30998517 — but the parenthetical about flow state and effortless focus is the brand's, not the study's, and it is attached to a trial that found no behavioural effect.
The record: Product page copy, verbatim, against PMID 30998517, abstract read 2026-07-31
Finding 4 the-cfu-basis-is-unstated
3 billion CFU with no "at manufacture", no "at expiry", no storage clause and no refrigeration instruction anywhere on the label or the page. The one number the product is sold on has nothing to measure it against.
The record: Supplement Facts panel transcribed from the brand's own label image, and the full product page, both 2026-07-31
Finding 5 the-dose-is-three-times-the-studied-dose-and-is-marketed-as-a-feature
Every 1714 trial that states a dose used 1×10⁹ CFU per day. This product delivers 3 billion, and the brand sells that as "the highest retail-available dose of B. longum 1714 - 3 Billion cfu's." More is not automatically better and it is not what was tested.
The record: Panel quantity 30 mg / 3 billion CFU against the stated doses in PMID 30998517 and PMID 38071842, both 1×10⁹ CFU/day, read 2026-07-31
Finding 6 a-blanket-clinically-proven-claim-across-a-twenty-five-sku-catalogue
"All Just Thrive products are clinically tested and proven to be safe and effective for you and your family" — applied across a catalogue that includes gummies, K2, bitters and an ebook. A vendor claim with no underlying study attached to most of what it covers.
The record: Brand site copy, verbatim, against justthrivehealth.com/products.json?limit=250 returning 25 SKUs, both 2026-07-31
Finding 7 third-party-quality-tested-with-nothing-named-and-the-quality-pages-missing
No lab, no scope, no certificate — and justthrivehealth.com/pages/quality and /pages/faq, the two pages that would carry the detail, both return HTTP 404. Unverifiable by construction.
The record: Brand claim copy against HTTP 404 responses from /pages/quality and /pages/faq, 2026-07-31
Finding 8 the-two-vitamin-percentages-appear-transposed-on-the-panel
Against FDA adult Daily Values, 0.75 mg of B6 is 44% and 1 mcg of B12 is 42%. The panel prints B6 42% and B12 44%. Small, checkable, and on the label. The government record for the same product transcribes B6 44% and B12 4%, matching neither, so its %DV fields are unreliable and the label image is treated as primary.
The record: Supplement Facts panel transcribed from the brand's own label image against FDA adult Daily Values, and against DSLD 301433, all 2026-07-31 — open it (opens in a new tab)
What we could not verify
Every gap below is published rather than deleted. Most are derived automatically from the empty fields in this page’s own record, so a gap cannot be hidden by leaving a box blank.
- 3rd-Party Quality Tested status
- The site makes the claim with no lab named, no scope and no certificate. The brand's own pages that would carry the detail — justthrivehealth.com/pages/quality and /pages/faq — both return HTTP 404. There is nothing to check and nobody to check with, so it is recorded as brand-asserted and unverified.
- Any recognised third-party certification status
- No USP, NSF, Informed Choice or Non-GMO Project mark was found. The seals that do appear are formulation statements — wheat-free, dairy-free, soy-free, Non-GMO, Vegan — not third-party programmes. One mark on the panel is easy to misread: "1714-Serenitas® · Scientifically Studied" is the ingredient supplier's own brand mark, not a certification, and the panel footnote names its owner, "1714™ is a trademark of PrecisionBiotics Group, Ltd."
- What the 3 billion CFU is guaranteed against
- The panel states a count with no temporal qualifier, no storage-conditions clause and no refrigeration instruction. There is no basis to record because the label gives none.
- The subscription bottle price
- The page displays "$1.33/capsule" for the subscribe option, but the underlying selling-plan price is not present in the page HTML. The one-time price is firm; the subscription price is not published here.
- Any detail behind "3rd-Party Quality Tested"
- No lab is named, no scope is given and no certificate is shown. The brand's own quality and FAQ pages both return HTTP 404.
- Which of the two conflicting %DV readings on the panel is correct
- Against FDA adult Daily Values (B6 1.7 mg, B12 2.4 mcg), 0.75 mg of B6 is 44% and 1 mcg of B12 is 42% — the two percentages appear transposed on the panel, which prints B6 42% and B12 44%. The government record, DSLD 301433, transcribes B6 44% and B12 4%, matching neither reading. The %DV fields in that record are treated as unreliable and the label image as primary; the arithmetic error is recorded and the correct printed values are not asserted beyond what the image shows.
How to check every line of this page yourself
Nothing on this page requires trusting us. Every claim above resolves to a record you can open:
- Open the NIH Dietary Supplement Label Database record linked at the top of this page. It is the label the manufacturer filed, not our transcription of it.
- Compare the CFU line and the suggested-use line against the disclosure table above. If they disagree with us, we are wrong and we want to know.
- Take any strain designator from the panel and run the query printed beside it. The query is published precisely so you can get a different answer than we did.
- Divide the price by the number of days the label’s own dose instructions make the container last. That arithmetic is the whole of the cost-per-day row.
- Search the certifier’s own register for this product, not for the brand. A company can participate in a programme without this product being on its list.
The most transparent panel in its batch, under the least defensible claim on the front of the bottle.
Take the panel first, because it deserves the credit. One organism. Named to strain — Bifidobacterium longum 1714™ — with its own CFU count printed beside it, 30 mg and 3 billion. No proprietary blend. No unallocated cells. The footnote even names who owns the strain: “1714™ is a trademark of PrecisionBiotics Group, Ltd.” On the axis this project cares most about, this is close to a model label.
Then read the front. “Clinically proven mood support.” The strain’s flagship randomised trial, PMID 30998517, states in its own abstract that all groups showed increased social stress after four weeks “without an effect at behavioral level”. That paper drew a published comment in the same journal, titled verbatim: “Bifidobacterium longum 1714 Does Not Modulate Reactivity to Social Stress.” A trial and a rebuttal, in the same journal, both public. That is a genuinely interesting record — it is simply not a record that supports the words “clinically proven”.
The rest of the claim set splits the same way. “Supports great energy and optimal sleep” has something behind it: in a randomised crossover in 20 male students across an exam period, sleep quality and duration improved against placebo. The 2024 sleep trial, n=89, then missed its primary endpoint and reported “a mild effect on sleep”. But “Drives mental clarity, focus, and alertness” runs directly into the same male-student trial’s own sentence — the strain “showed no efficacy in improving measures of working memory, visual memory, sustained attention or perception.” And the theta-wave line is real physiology with a brand-written gloss: the magnetoencephalography finding exists; “flow state, effortless focus, and great thinking” is not in the paper.
Two label facts worth taking away. The CFU basis is unstated — 3 billion with no “at manufacture”, no “at expiry”, no storage clause, no refrigeration instruction. And the dose is three times what every 1714 trial that states a dose actually used (1 × 10⁹ CFU/day), which the brand markets as a superiority feature: “the highest retail-available dose”. More is not automatically better, and it is not what was tested.
At $1.50 a day this is not a cheap way to buy live organisms. What it is, uniquely in its batch, is a product whose evidence a buyer can actually go and read — both directions of it — because the label tells you exactly which organism to look up.