This isThis Is Now a Thing, where we check out the science behind new health trends. The thing: A new brand of caffeinated gum called NeuroGum, which launched Sept. 10 on Indiegogo. One piece contains 40mg of caffeine (a cup of coffee has around 100mg or more). The co-founders, entrepreneurs Kent Yoshimura and Ryan Chen, raised more than $11,000 in three days, quickly meeting their $10,000 goal.