Abstract: A helmet insert, comprising a bladder member and a non-Newtonian fluid disposed within the bladder member. The non-Newtonian fluid has an oil, a settling agent, cornstarch, and water in a preselected ratio. The ratio of the oil, the settling agent, the cornstarch and the water is in a weight range between 50-75% oil, 1-10% settling agent, and 15-30% cornstarch, and 1-20% water.