I have been taking another memory formula, at the same price, from another company and it works so well thought I would I would never change. However, when my regular brand became out of stock (sold out), I thought I would give the Advanced bionutritionals, Advanced Memory Formula a try and compare the two. Although they both work wonderfully well, I find that the Advanced Memory Formula from Advanced Bionutritionals, improved my long term memory more effectively than my original brand. Both brands were equal in short term memory retrieval. As a result of my personal test I found the Advanced Memory Formula to be more efficacious in complete memory retrieval. It's a "no brainer", for the same price, I'm switching to the Advanced Memory Formula.