We have a plant-based energy shot formulated to compete against the chemically produced energy shots like 5-Hour. The product is currently in 150 convenience stores in the middle Tennessee area and in over 100 micro-markets in TN & GA. We are also in talks with several other convenience store chains. Distribution is in place for rapid growth. We need funding to help grow the brand. We are seeking $600,000 for a 40% equity position.
As you might know, the energy drink market is made up of bottled and canned beverages. This category continues to grow at a faster rate than any category within bottled/canned beverages, however; the energy shot category is down considerably and has been for the past three years. 5-Hour, the leading brand and the creator of energy shots, controls +90% of the market share in energy shots. 5-Hour’s annual sales were down -9% ending May, 2020 with the entire energy shot category down -7% for this period.
The reason energy shots are down yet energy drinks are up is simple. Over the past several years energy drinks have seen an influx of healthier and all-natural brands. These emerging brands now control 35% of the energy drink segment while the leaders, Red Bull and Monster are showing a decrease in market share.
Energy shots have not evolved like energy drinks. 5-Hour and all of the current competing brands are made similarly, heavy with chemicals and infused with ingredients that are not natural. To offset their downward sales trend, 5-Hour added a “cleaner” shot to their line in 2018 but it was quickly recognized by the health conscious consumer to have the same chemical ingredients, 5-Hour even added a green leaf to the bottle in the hopes to sway consumers. Today’s health conscious consumers are ingredient and label smart. 5-Hour failed to produce any substantial sales from their new product as evident by their current sales trends. Another possible reason that the category has not evolved could be due to the relatively small market size. The energy shot category is a 1B industry while energy drinks is a 16B market. Start-ups and large beverage companies might be overlooking the energy shot segment. There is a small number of healthier energy shot brands that are primarily sold on retailer websites.
The plant-based product we have developed is a truly healthy option within the energy shot category and is poised to grow quickly. In addition to our natural energy component in our three flavors we also have an immunity message. Ginger and Turmeric are the base ingredients in our products which speaks well to consumers with virus concerns . Understanding the need to position our product into the +130,000 c-store locations and not necessarily in the much smaller group of health stores like Whole Foods is an integral strategy of the company. For this reason we elected to give our product a more masculine name than the health store wellness shot brands.
Please visit our website for information on our products. www.firebirdshots.com
-Our Company is Veteran Owned
-The Founders have 25 years experience making products and distributing products to convenience stores
-Our products are Non-GMO certified
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