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