Presentation from the inaugural Consumer Healthcare Investment Forum, November 15th, London

1. Intelligent
Energy

2. 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

3. “Niche”
Product
Opportunity
Caffeine
Energy
Drinks
Niches
• Coffee
• $150bn
• Red
Bull
• $30+bn
• 5
hour
energy
• $3-­‐5bn

4. Caffeine
Evolution
1500BC
800
1200
1800
1886
1938
1971
1984 2002
1986 2003

5. 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”

6. 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

7. Base
Technology
Caffeine
core:
with
controlled
release
membrane
Sequesters
caffeine
from
taste
buds
whilst
eating
Slowly
releases
caffeine
over
four
hours
once
ingested

8. 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

9. Retailer
benefits
High
cash
margin
versus
other
sweets
-­‐ RRP
£1
Warehousing and distributionis easy and inexpensive
No substitution – can be tried without risking existing sales, plus
two year shelf life
Ambient -­‐ can be placed anywhere in store, no chilling
Rate of sale – potential for energy drink volumes, and unlike
drinks,chance of multiple purchase

10. 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

11. Continuing
Development
The
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

12. 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

13. FireStar
“Rocks”
2017

14. 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