Natural Nutritional Shakes
Safe Harbor Statement
This presentation contains forward-looking statements that are based on the beliefs of Mix 1 management
and reflect Mix 1’s current expectations and projections about future results, performance, prospects and
opportunities. Mix 1 has tried to identify these statements by using words such as “anticipate,” believe,”
“could,” “estimate,” “expect,” “intend,” “may,” “plan,” “project,” “potential,” “should,” “will,” “will be,”
“would” and similar expressions, but this is not an exclusive way of identifying such statements. Investors
are cautioned that all forward-looking statements contained herein speak only as of the date of this
presentation and involve risks and uncertainties that could cause Mix 1’s actual results, performance and
achievements to differ materially from those expressed in these forward-looking statements, including,
without limitation, the impact of the current challenging global economic conditions and recent financial
crisis; the development of the market for beverage and consumer products; competition; Mix 1’s ability to
raise the capital required for research, product development, operations and marketing; anticipated
dependence on material customers and material suppliers. For a detailed discussion of factors that could
affect Mix 1’s future operating results, investors should see disclosures under “Risk Factors” in the
company’s applicable filings with the US Securities and Exchange Commission. These factors should be
considered carefully and investors should not rely on any forward‐looking statements contained herein, or
that may be made elsewhere from time to time by Mix 1 or on Mix 1’s behalf. Mix 1 undertakes no
obligation to update or revise any forward‐looking statements, whether as a result of new information,
future events or otherwise, except as expressly required by law.
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Corporate Background
• Mix1 Life, Inc., recently purchased all assets of mix1
Beverage from Hershey Corporation.
• The Company has gathered top level seasoned
executives with specific industry experience to leverage
the opportunity provided by the mix 1 brand.
• The Company has re-engineered mix 1’s already great
tasting products to meet the needs of its consumer and
that of a broader audience.
• The Company will take advantage of mix 1’s historical
Regional and National Sales allowing the company to
initiate its 2014 sales in a hyper-growth mode.
3
Investment Highlights
Differentiated
product
platform
•
•
•
•
Mass appeal
with proven
demand
•
•
•
Low expansion
risk
•
•
•
Significant
product line
extensions
•
•
mix1 is a family of natural beverages
Products are created to attract consumers looking for better options for their on-the-go energy
and satiety occasions, providing the required nutrients for consumers’ “daily decathlon”
Relative to its competitive set, mix1 offers a better product with the highest quality, natural
ingredients and superior functionality with whey protein, antioxidants, fiber, healthy fat – all in
the right balance
mix1’s core target market is large and growing: the functional beverage market was estimated
to grow $16 billion by 2015; the Sports Nutrition market was $19.6 billion in 2007 and is
estimated to grow 51% to $29.6 billion by 2015(1)
Offering positioned to be sold across multiple channels from natural and traditional grocery to
big box, club, and specialty outlets
All Natural Simple and relevant products that are approachable and easy to understand
mix1 has moved from initial launch (natural channel) to regional and national footprint with
leading retailers in all major categories / channels
As a virtual beverage company, invested capital drives retail penetration, brand innovation
and growth with manufacturing and distribution being variable costs
Volume benefits become more prevalent in driving incremental improvement in gross and
landed margins.
Add-on platforms, markets and branded multi-media opportunities provide mix1 the potential
to become a “mega-brand”
mix1 represents the next generation of functional beverages, making the Company a prime
acquisition target down the road
The “neutral” brand does not come with the same baggage of some key competitors (Muscle
Milk, Myoplex, Atkins) allowing the brand to attract a majority of consumers while participating
in multiple product categories
4
mix1 story
5
mix1 company history
Company Founded
& mix1 launched
Lean Performance
Launched
2005
Chocolate & Vanilla
Launched
2010
2008
Highland Capital
Invests in mix1
Chocolate & Vanilla
Lean Performance
Launched
Mix1 Brand
Repositioning &
Re-launch
2012
2011
2013
Hershey Invests
Mix1 Life, Inc.
Purchases mix1
from Hersey
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why mix1
7
what is mix1?
mix1 is the PREMUIM nutritional shake made with NATURAL
ingredients and vitamins & minerals
• calories: 198 calories
• protein: 24 grams whey protein
• antioxidants : excellent source from
vitamins A & E
• fiber: 4 grams
• fat: 3 grams (healthy fat from olive oil)
• sweetener: natural sugar & stevia
• 19 vitamins & minerals: including A,
• D, B, potassium, calcium & more
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what is mix1?
mix1 Chocolate and Vanilla are PREMUIM nutritional shakes made
with NATURAL ingredients
`
•
calories: 198 calories
•
protein: 24 grams whey protein
•
antioxidants power: 1500 ORAC
from fruit extract
•
fiber: 3 grams
•
fat: 3 gram (healthy fat from olive oil)
•
sweetener: natural sugar
•
23 vitamins & minerals: including A,
D, B, Calcium, & more
•
9
mix1 consumer & usage occasions
mix1 Consumer
mix1 Usage
46%
mix1
protein beverage category
35%
33%
vs.
31%
11%
13%14%
8%
1% 0%
For
breakfast
For lunch
For a
mid-day
snack
For an
evening
snack
2% 3%
For dinner
3%
After a
workout
0%
No speical
time
• Mix1 exceeds category usage at breakfast & lunch and
on par with snacking
•mix1 will drive incremental beverage growth by:
Why
mix1?
- Attracting new users to the category
- Offering multiple, unique usage occasions to drive greater purchase frequency
- Meeting emerging demand for health & wellness lifestyle beverages
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key points of difference
Vs.
Made with natural ingredients
Complete balanced macronutrient mix: protein, vitamins &
minerals, fiber, healthy fat, antioxidants
No artificial sweeteners or preservatives
Mainstream consumer target & broader usage occasions
Great taste and fruit flavor variety
11
competitive
comparison
Made with Natural
Ingredients
Calories
Sweeteners
Preservatives
Protein
Vitamins & Minerals
Fat
Fiber
Antioxidants
198
230
Natural Sugar & Stevia
Artificial Acesulfame Potassium & Sucralose
None
Monosodium Phosphate, Sodium
Hexametaphosphate, Potassium Chloride
24g from high quality whey protein
23 vitamins & minerals
25g from a blend of sodium casinate, milk
protein, and whey protein
21 vitamins & minerals
3g from olive oil
9g from sunflower & canola oils
(1.5g saturated fat)
4g
2g
Excellent Source of Antioxidants
None
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mix1 products
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mix1 nutritional shake—12oz bottle
• Optimal nutrient balance to fuel
active lifestyles
• Doctor developed formula
• Made with natural ingredients
• 15g satisfying whey protein
• 19 vitamins & minerals
• Excellent source of antioxidants
Update images
• 4g fiber
• 3g fat from olive oil
• Available in mix berry, blueberry
vanilla and strawberry banana
flavors
• Available in 12oz bottles
Available in 12 oz bottles
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18
mix1 chocolate & vanilla
Optimal nutrient balance to fuel
active lifestyles
Doctor developed formula
Made with natural ingredients
24g satisfying whey protein
23 vitamins & minerals
Excellent source of
antioxidants
3g fiber
2.5g fat from olive oil
Available in chocolate and vanilla flavors
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distribution
17
mix1 has grown its customer base drastically since
Nov. 2007…
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mix1 customer map – 2012
(85)
(128)
(86)
(17)
(32)
(134)
(94)
(120)
(31)
(126)
(58)
(133)
(133)
(84)
(153)
(132)
(24)
(28)
(87)
(261)
(127)
(62)
(13)
(140)
(320)
(41)
(15)
(164)
(24)
(18) (215)
(39)
(15)
(89)
(21)
(16)
(119)
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category trends
20
protein category growth continues
US Retail Sales: RTD Protein Beverages
6.7% CAGR
6.8% CAGR
$2,520M
$1,946M
$1,496M
2007
2011
Source: Euromonitor
2015
(forecast)
US Retail Sales Growth:
Select Beverage Categories
Segment
Energy Drinks
Superfruit Juices
RTD Protein Drinks
RTD Tea
Fruit Flavored Drinks
Sparkling Water
Functional Bottled Water
Flavored Bottled Water
Sports Drinks
Flavored Milk Drinks
RTD Coffee
Bottled Water
CSDs
Juice
Soy Beverages
CAGR (200711)
10.1%
8.8%
6.8%
4.5%
3.6%
3.6%
3.4%
1.8%
1.0%
0.8%
0.7%
0.0%
-0.2%
-0.8%
-2.5%
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industry research
“Sales of RTD meal replacements
…grew by 17% from 2009-11, with
10.8% growth in 2010-11 alone…Sales
are forecasted to further increase by
31% from 2011-12, to $1.2 billion.”
“Mainstreaming is the word of the day in
sports nutrition. As the popularity of
[RTD protein beverages] continues to
grow among non-hardcore workout
demographics, more mass retailers are
offering assortments in an attempt to
cash in on the fast-growing category.”
1/3 of adults almost 80 million, indicate
a strong interest in functional
foods and beverages, and one in four
already consume at least one
functional food or beverage per day.…
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marketing agency support
Agency Support:
• Executed deep research dive to better understand and gain insights on
the mix1 consumer
• Marketing strategy and campaign development
• Development of key brand message, creative and activation concepts
• Planning marketing activation to drive consumer awareness and
conversion
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Mix Team
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Management
Cameron Robb, CEO
Cameron has over 20 years of entrepreneurial business experience. He has worked as a CEO and Management
Consultant for a variety of companies in diversified industries, including Entertainment, Technology, and Consumer
Products. The services he provided were at an executive level for both private and publicly held companies
reporting on the NYSE and on the OTCBB. Cameron has worked with nationwide sports licensing companies
representing such licenses as, NFL®, NBA®, NHL®, BASS®, NBR®, MLB®, PGA®, LPGA®, WWF® and NASCAR®. In
addition, Cameron has sold product and work directly with independent retailers as well as various mass market
chains in Grocery and Convenience Stores across North America. Prior to consulting Cameron held the position of
CEO/President and Co-Founder of a North American technology and an entertainment licensing company. In each
case, he was instrumental in developing the company’s brand and business. Cameron has assisted in raising
millions of dollars, developed International Sales and Marketing programs, and has been instrumental over many
stages of corporate development.
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COBY BUSH, DIRECTOR OF OPERATIONS
For 15 years, Coby Bush has provided thought and executional leadership in a diverse set of roles for clients and employers
across many market sectors. Coby began his career as an analyst for Euro RSCG DSW partners, and later migrated to San
Francisco to provide strategic insight and team leadership on new business at Grey Worldwide San Francisco. During his big
agency days, Coby was fortunate enough to contribute substantially to work for fantastic global and national brands like
Cisco Systems, Red Hat Linux, Oracle, Catholic Healthcare West, Nissan, Sprint, and AMD.
Coby’s tech marketing experience served him well when he jumped to the client side, to take a position as Channel
Marketing Manager for APAC and EMEA at LanDesk Software. Coby spent the next several years providing thought and
executional leadership directly for employers, in escalating levels of responsibility, before deciding to strike out on his own.
In 2008, Coby opened his own shop, and quickly took on strategic marketing and product development work for Atomic,
Morrow, Rossignol, K2, and Ride Snowboards. As Managing Director and Lead Brand Strategist, Coby personally serviced
national brands Del Sol, Hasbro, Siege Audio, Sprint Wholesale Solutions, Weave Online, Restaurant 365, AlphaGraphics,
NoHo, Mix 1, and a boat load of regional clients.
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KEVIN S. CONRAD
DIRECTOR OF SALES
Kevin Conrad began his career as a driver for a beverage distributor increasing sales by 25%. After being recruited by Shamrock
Distributing he moved his way up in the company from a sales representative to Sales Supervisor. He and his team of 97 sales
representatives generated $80 million in annual revenue.
Miller Brewing Company then hired Mr. Conrad as a Regional Manager, he supervised nine Miller Distributors and sold 12.5 million cases in
the state of Arizona. He also trained Miller distributors throughout the nation. During his tenure at Miller he increased sales by 146% in
1994 and 74% in 1995 receiving the “Top Salesman” award in 1994. Mr. Conrad was the only person ever hired by Miller for this position
without a college degree because of his inherent sales skills.
Wine and Spirits, familiar with Mr. Conrad’s sales skills, offered him the position of Managing Director of the Beer and Non-Alcoholic
Division. Kevin administered sales and distribution of beer products and non-alcoholic beverages, generating an increase in total company
profit by 13.5% from .05% for beer and non-alcoholic beverages. This was achieved through the development of marketing programs,
outstanding hiring practices, and new business development efforts, which resulted in distribution of additional brands including Rockstar
It wasn’t long before the CEO of Rockstar became aware of Mr. Conrad’s sales abilities; he hired him as the Vice President of Sales and
Distribution. He employed and supervised business development of over 850 distributors nationwide. Mr. Conrad initialized, designed and
implemented sales campaigns and promotional programs increasing sales consistently.
Mr. Conrad’s next move was to GO Fast Energy Drink as the Executive Vice President and Director North & South America
Sales/Distribution. He established and set up distribution of GO Fast Energy Drink in USA, Mexico Caribbean. He generated an increase in
sales in 2009 over 60 %. Mr. Conrad consistently generated increase in bottom line profits of all GO Fast products market expansion
through new business development efforts securing accounts with distributors and buyers.
Mix1 Beverage Company based in Colorado and a subsidiary of Hershey Company was Mr. Conrad’s next stop as the Vice President of
Sales. The natural health drink was quickly infiltrating the market and he helped to increase sales by establishing set up and distribution of
the health drink in Colorado, California, and Arizona.
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Market Opportunity
28
market opportunity – create a category
historically, small and innovative companies (not large brands) create
disruptive opportunities.
Disruptive Opportunity
Market Movers and Creators
• Sports Drink Segment
• New Age Beverages
• Energy Drink Segment
• RTD Coffee Segment
• Enhanced Water Segment
• Mainstream Sports Nutrition
Brand Innovator
The Mainstream Sports
Nutrition Segment
Where performance, nutrition,
and energy converge on
“All Natural Fuel”
Segment Characteristics:
•
•
•
•
True functionality
Balanced all natural ingredients
Great tasting
Broad consumer appeal, providing
benefits not just to the weightlifter
seeking bulk or the 20-year old looking
for quick energy
Implications for Disruptive Brands:
• Demands quick action to capitalize on
window of opportunity
• Product turns slower than “old-line”
products until message is broadly
delivered leading to satisfaction and
increased velocity
Despite implications, returns for
disruptive brands are significantly
higher than “me too” products
29
Estimated Value Created In New Beverage
Enterprises = $33B
$10,000
$5,400
$5,000
$4,100
$2,500
$1,700
$1,500
$1,100
$450 $375 $375
$237 $186 $104
$85
$80
$75
$50
$30
$28
30
2011 Revenue By Brand ($M)
31
the squeeze
HEALTH(IER)
BEVERAGES
Bottled Waters
RTD Teas
Juices
FUNCTIONAL
BEVERAGES
CARBONATED
SOFT
DRINKS
Sports Drinks
Energy Drinks
Emerging Functions
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NATURAL AND ORGANIC FOODS AND
BEVERAGES
HEALTH(IER)
FUNCTIONAL
BEVERAGES
BEVERAGES
Far outpacing growth in conventional groceries, U.S. retail sales of natural and
organic foods and beverages rose to
nearly $39 billion in 2010, an increase of 9%
CARBONATED
over the previous year, and 63% higherSOFT
than sales five years earlier, according to
DRINKS
"Natural and Organic Foods and Beverages in the U.S., 3rd Edition" by market
research publisher Packaged Facts.
33
Liquid Refreshment retail revenue ($b)
US Liquid Refreshement Beverages Retail Sales ($B)
$140.0
$120.0
$100.0
Alternative Beverages
$80.0
Water
$60.0
CSDs
$40.0
$20.0
$2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
Source: Beverage Digest Annual Fact Book 2013
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Alternative bevs $36b at retail
Alternative Beverage All Channel Retail Sales ($M)
$40,000.0
10 Yr
CAGR
$35,000.0
$30,000.0
+38%
$25,000.0
+9%
$20,000.0
+8%
$15,000.0
+7%
$10,000.0
+6%
$5,000.0
$2000
Sports
2001
2002
2003
Juices
2004
Tea
2005
2006
2007
2008
Dairy/Other
2009
2010
2011
2012
Energy Drinks
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sales channels
mix1’s broad appeal is conducive for sales across multiple channels.
2016 Sales Channels & Penetration
Natural
Grocery
1,500
35,000
7,000
28,000
145,000
38,000
20%
23%
86%
10%
16%
46%
$10.2 MM
$8.7 MM
$27 MM
$33 MM
Store
$1.8 MM
Full Potential
mix1 Plan
Count
$4 MM
$30.9 MM
$109 MM
Muscle Milk, Myoplex (EAS),
Bolthouse,
Ensure, Boost, Advantage
Bosa Nova, Odwalla,
(Atkins), Slimfast,
Samabzon, Naked
Bolthouse, Bosa Nova,
Juice, POM
Odwalla, Samabzon, Naked
Juice, POM, V-8
Competitors
Specialty
$15.2 MM
$73 MM
Muscle Milk, Myoplex
(EAS), Ensure, Boost,
Advantage (Atkins)
Club/Mass
$11.2 MM
$260 MM
Muscle Milk, Odwalla,
V-8
C-Store
Bolthouse, Bosa Nova,
Odwalla, Samabzon,
Naked Juice, POM
Drug
Bolthouse, Bosa Nova,
Odwalla, Samabzon,
Naked Juice, POM
36
conclusion
• Mix1 has re-vamped its product and its
marketing message to deliver highly
differentiated offerings
• Mix1 has Proven track record for both
Regional and National Sales with Mass Appeal.
• Low Risk expansion begins by ramping up
sales and footprint for 2014 .
• Mix1 represents the Next Generation of
Functional Beverage and Line Extensions.
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Contact Information
Mix1 Life, Inc.
10575 N. 114th, Suite
103
Scottsdale, AZ 85259
Office: 480.344.7770
Fax:
866.899.2263
Email: info@mix1life.com
38