Andrew Guise - Firestar presentation
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Transcript of Andrew Guise - Firestar presentation
Intelligent Energy
What is Firestar
FireStar is the world’s safest, healthiest, most convenient and most effective energy sweet.
Caffeine is the most widely used stimulant in the world with over $150bn in retail sales. Energy drinks represent around $30bn and energy shots around $5bn with most of the
latter represented by 5 hour energy
FireStar is more effective than 5 hour energy, cheaper to buy, smaller and easier to carry and tastes better – its also patent protected
FireStar is a patent protected unregulated stimulant with $billion potential in one of the fastest growing markets
“Niche” Product Opportunity
Caffeine
Energy Drinks
Niches
• Coffee• $150bn
• Red Bull• $30+bn
• 5 hour energy• $3-‐5bn
Caffeine Evolution
1500BC
800
1200
1800
1886
1938
1971
1984 2002
1986 2003
The Challenge
Life is increasingly challenging and society is evermore demanding
This has created a high demand for caffeine
Caffeine tastes awful, disguised with milk/sugar in coffee or 50g of sugar / flavours in energy drinks.
However, they are very effective at tackling fatigue, so health issues are ignored, adding to increased incidence of Obesity and Diabetes
The “healthy” pill option Pro Plus is simply not acceptable to most
“How to create a socially acceptable healthy product that combats fatigue without the downsides of drinks”
Introducing….
Caffeine/energy sweet
2.5g of sweet crystals that dissolve on the tongue
Less than 10 calories
No additives like taurine
Great flavours
Effective for up to 4x longer than Red Bull
Ultra convenient
Base Technology
Caffeine core: with controlled release membrane
Sequesters caffeine from taste buds whilst eating
Slowly releases caffeine over four hours once ingested
Consumer Benefits
More convenient – can be carried in a wallet and taken at any time for any occasion
Better taste – time release technology masks the taste of caffeine
Inexpensive – RRP £1 versus £1.49 -‐ £2.29 (£3.00-‐£4.50 Max)
More effective – time release technology makes FireStar at least twice as effective as competition
Healthier – 10 kcal, low sugar and no additives
Retailer benefits
High cash margin versus other sweets -‐ RRP £1
Warehousing and distribution is easy and inexpensive
No substitution – can be tried without risking existing sales, plustwo year shelf life
Ambient -‐ can be placed anywhere in store, no chilling
Rate of sale – potential for energy drink volumes, and unlikedrinks, chance of multiple purchase
Competition
Dozens of branded and own label energy drinks: 250-‐500 ml, 80-‐160mg caffeine, plus ineffective ingredients
Energy shots: 50-‐80 ml, with 40-‐ 80mg caffeine, success proves demand, but FireStar is more effective
FireStar is the smallest, strongest, healthiest and most effective energy product on the market
Mints/gums: all have poor taste or limited effect and compete for confectionery shelf space
Continuing DevelopmentThe Flavour vs Health vs Experience Conundrum
The consumer wants a long lasting experience if paying a premium, but caffeine tastes awful.
Solutions are to make a dilute product with excessive sugar/flavours or make residence time in the mouth minimal
Ie make it unhealthy or make the experience short
The first is unacceptable: so how to improve on the latter
FireStar Rocks
Oral Particulate ENhanced Selection
OPENS technology creates opportunities in both pediatric and geriatric applications
Better experience for consumer in terms of taste and appreciation
Patent Pending
FireStar “Rocks” 2017
Parting shot Social boundaries are changing and lifestyle enhancing products are gaining mainstream acceptance; fatigue, obesity, diabetes are pandemic and solutions are needed
FireStar is a unique offering in a $30bn+ market still growing at 10% pa (notwithstanding coffee)
FireStar outperforms energy drinks and shots:• it’s stronger and lasts longer• it’s easier to use and tastes better• it’s healthier and avoids ‘crashes’
• Second generation technology “market ready”• Applications in paediatric and geriatric medicine