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Tea. Reimagined.LEADING THE FUNCTIONAL BEVERAGE REVOLUTION AT RETAIL
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Blurring of the Lines for Delivery of Nutraceuticals“88% BELIEVE CONSUMING FUNCTIONAL BEVERAGES IS IMPORTANT TO A HEALTHY LIFESTYLE.”*
*NMI 2017 Health & Wellness Trends Database
Functional Beverages
DIETARY SUPPLEMENTS
MEDICINE
BEVERAGES
BEAUTY
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Rapid Fire Nutraceutical Tea Strategic Underpinnings
HERBAL TEA DRINKERS TAKING DIETARY SUPPLEMENTS DAILY
72%
2017 ANNUAL REVENUE OF U.S. DIETARY SUPPLEMENT INDUSTRY
$42 BILLION
CONSUMER To offer another means of
delivery for popular nutraceutical ingredients
DESTINATION To bolster tea as a stronger
destination for innovative and popular tea options
SHOPABILITY To help align with modern retail
shoppers’ buying psyche
TEA CATEGORY SALES Drive sales by appealing to
existing consumer demand, plus a new audience for popular nutraceutical ingredients
Business Strategy
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Functional Beverage MarketBOOMING TRAJECTORY✦ Functional beverage category’s projected annual growth is 8.1%, outperforming functional foods growth*
✦ Global functional beverage market expected to reach $105.5 B by 2021*
✦ Although energy drinks are the largest component of the functional beverage sector, they are threatened by consumers departure from sugary drinks
• Americans obtain 29% of their sugar from soft drinks**
• Yet more than half of consumers surveyed are trying to limit sugar intake***
✦ This evolving beverage trend has transformed tea into a popular alternative for low-sugar and low-calorie
drink users
SALES
*Euromonitor 2017 / **Euromonitor 2015 / ***Natural Products Insider April 2018
2010 2011 2012 2013 2014 2015 2016 2017 20202018 2019
$0
$10B
$20B
$30B
$40B
$50B
$60B
$70B
$80B
2021
$105.5
GLOBAL FUNCTIONAL BEVERAGE SALESHIT $70B IN 2018 AND EXPECTED TO REACH $105.5B IN 2021
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✦ Pursuing beverages that “work” for them without sacrificing
taste for function
✦ A clear shift toward beverages that play a significant role in
health support
✦ Consumers want to be in control of their beverage choices
✦ Based on this trend, these “Thrill-Seeking Beverage
Consumers” require:
• Taste – main driver with innovative flavors and taste
combinations
• Convenience – addresses active consumers and
nutrition-on-the-go
• Condition-Specific – must offer a benefit for well-being
• Customization – handcrafted for individual needs
• Natural sweeteners - that incorporate real fruit and
vegetable ingredients
RAPID FIREEmerging Markets Seeking Functional Beverages
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5
RAPID FIRE
Boost Energy
Help Lose or Maintain Weight
Improve Memory and Focus
Provide Heart Health
Lower Cholesterol
Boost Immunity
Strengthen Bones
Help Prevent Cancer
May Reduce Risk of Heart Disease
May Reduce Risk of High Blood Pressure/Stroke
41%
39%
38%
38%
36%
36%
36%
35%
34%
34%
Source: NMI’s 2017 Health & Wellness Trends Database
Top Health Benefits Driving Functional
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The Evolution of the Growing Tea Marketplace
✦ The category had a compound annual growth rate of 4.5%
between 2012 – 2017 and will continue at this rate until 2022**
✦ Herbal and fruit-based teas moving towards fortified teas with
nutrients
✦ Herbal teas deliver nutraceutical ingredients that bring built in
consumer demand
Global Tea Beverage Market Expected to Reach $44.3 Billion by 2021 * * *
*Tea Association of the U.S.A. Inc. / ** Packaged Facts, February 2018 / *** Statista 2018
Retail Sales of the U.S. Tea Category Reached $11 Billion in 2017 *
Food / Drug / Mass / Speciality & RTD
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Millenials Generation X Boomer
88%42% 36%
The Rapid Fire Customer
✦ GenX and Millennial Markets
• Seeking transformation and optimization; not just
wellness or prevention
• Not willing to compromise on sensory pleasure of
“better-for-you” beverages
• Quest to find better, cheaper, and faster “hacks”
to optimize health
✦ Boomer Market
• Seeking more benefit from beverages to proactively manage specific health issues
• Increased expectations from foods and beverages claiming “functionality”
From Millennials to older adults – consumers are increasingly seeking beverages that provide more than hydration. This shopper may have a greater propensity towards trending products within the natural supplements category and may be a strong prospect to introduce ingredients with the promise of functionality in their beverage choices.
SOURCE: NMI’s 2017 Health and Wellness Trends Database
Percentage Growth in Believing Consumption of Functional Beverages is Important to a Healthy Lifestyle
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Tea Products
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EXISTING AND NEW
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Rapid Fire Slim Tea and Beauty Tea
RAPID FIRE BEATS THE CHALLENGE OF USING “BETTER-FOR-YOU” INGREDIENTS WITHOUT COMPROMISING THE TASTE OF OUR TEA
TOP SELLING RAPID FIRE PRODUCTS AND INTRODUCING BEAUTY TEA
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Rapid Fire Slim Tea✦ Slim Tea capitalizes on the fastest growing “fitness tea”
sales trend
✦ Multi-entity herb sales in all channels increased by 12.6%*
✦ Total sales of herbal dietary supplements were approximately $7.5 billion in 2016 **
✦ The formula contains researched ingredients that promise
enhanced metabolism, detox and proper digestion
✦ It is designed to help reduce bloating and promote energy
✦ A cleansing tea that can be enjoyed hot or cold
✦ This lemon flavored tea is available in 14 tea bags, plus 14 convenient single serving pods
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Source: * NBJ / ** American Botanical Council Journal
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Beauty Tea✦ Soothing tea blend helps fight UV damage to
the skin, acts as a great hydrator and promotes detox properties
✦ White tea is sourced with high antioxidant properties (EGCG) that may reduce cell damage; which can lessen the appearance of lines and wrinkles
✦ A comprehensive combination of herbs including ginger, hibiscus, butterfly pea, sage and more
✦ Collagen is known for its anti-aging properties,
and is used in numerous cosmetic products
✦ The formula has the ability to promote healthy hair follicles by:
• Restoring the scalp’s pH balance • Regulating oil production • Increasing shininess • Preventing split ends and breakage
✦ This advanced beauty blend may enhance radiant skin and stronger nails
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Rapid Fire Hydrate
A NEW GENERATION OF SPORTS DRINKS ARE TAKING CONTROL
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✦ “Active nutrition” drinks have grown in recent years as consumers have sought
novel flavor and ingredient combination alternatives to carbonated soft drinks
✦ Performance drinks are projected to grow 29% from 2016 – 2021*
✦ 35% of new product launches in the sports and energy category carried some
kind of “natural” claim, an increase of 6% from the previous year*
Refresh – Rehydrate – Refuel with Rapid Fire Hydrate
APPROXIMATELY 63% OF PEOPLE IN THE GENERAL POPULATION DO NOT CONSUME NEARLY ENOUGH ELECTROLYTES
✦ Consumers trust in sports beverages is hinging on transparency, with more
seeking a clean label approach
✦ Sports drink market was originally designed for athletes and evolved to
mainstream. Now, it’s driven by millennial’s inclination towards fitness,
increasing disposable incomes and willingness to pay for health products
✦ Proper hydration is vital during exercise, when sweat output often exceeds
water intake, resulting in a body that’s electrolyte deficit
✦ No artificial colors or flavors and low in calories
Source: * Mintel
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Rapid Fire Shots
A DAILY SHOT OF NATURE’S POTENT INGREDIENTS TO ENHANCE A HEALTHY LIFESTYLE
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Mother Nature’s Evolution of Shot Beverages
U.S. ENERGY SUPPLEMENT SALES REACHED $1.8 BILLION IN 2017
✦ Shots are still undergoing a progression as the category boundaries continue to shift and blur
✦ Numerous product entries continue in this delivery system,
indicating consumer embracement ✦ Trending push towards single-function, researched ingredient
beverages ✦ Functional beverage shoppers are proactively managing health
issues ✦ Superfood formulas, low in calories and high in taste ✦ Convenient low or no sugar on-the-go health shots
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"RAPID FIRE SLIM TEA IS A PLEASANT SMELLING AND
TASTING TEA. I ENJOYED THE SMOOTH TEXTURE AND THE SWEET, YET MILD HERBAL
FLAVOR.” ELISA, AUSTIN, TX
"RAPID FIRE SLIM TEA HAS A MILD AND REFRESHING TASTE. I PLAN
TO US IT TO HELP ME LOSE WEIGHT AND SUPPORT MY ENERGY LEVELS
TO KEEP UP WITH MY KIDS.” KATHERINE, HAWTHORNE, NJ
"RAPID FIRE TEA IS SO CONVENIENT TO BRING TO WORK
AND MAKES MY BREAK-TIME ESPECIALLY ENJOYABLE."
LISA, RENO, NV
“I'M NOT THE BIGGEST TEA DRINKER, HOWEVER I FOUND
IT TO HAVE A SMOOTH, SOOTHING TASTE. I LOOK FORWARD TO TRYING AS A
COLD TEA OVER ICE.” PETE, NEW ROCHELLE, NY
What Our Customers Are Saying
"I STARTED USING RAPID FIRE SLIM TEA AND I ALREADY
NOTICED REDUCED BLOATING AND BETTER DIGESTION. I'M LOOKING FORWARD TO EVEN
MORE RESULTS AS I CONTINUE.”
DEBRA, NEW YORK, NY
"I LIKE THE CONVENIENCE OF THE EASY TO USE K-CUPS.
THIS TEA HAS A NICE AROMA WITH A PREVALENT TASTE OF
CINNAMON. I FELT REFRESHED AND ENERGIZED
AFTERWARDS." DONNY, ALBANY, NY
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The goal is to build a following that allows customers to find their local retail
location to purchase
Facebook page messaging is tailored to the healthy living and supplement user
Multiple posts per week to increase reach.
Posts include: retailer tags, health blogs, recipes, engaging topics, user generated
photos, contests, retailer promotions and testimonials
The platform creates brand awareness, reach, loyalty, enthusiasm and
engagement
Rapid Fire FB page is linked to RapidFireTea.net
Social Media StrategyFacebook
@ RapidFireBeverages
1.45 BILLION DAILY USERS
• 76% of consumers purchase products they discover on social media
• FB Ads generate 1 Million store visits a day in 100,000 locations
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Robust FB advertising campaign to help increase engagement and likes to page.
Ads are optimized based on user’s newsfeed, geography and competitors’ likes
A variety of ad styles will be implemented to recruit people to follow Rapid Fire Beverages
Posts that mention users see up to 56% more engagement
Brand influencers – reposting from influencers and industry professionals to gain followers
Blogs that link to Rapid Fire social media platforms
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The goal is to push followers to retailers, plus promote awareness and reach, as
well as to encourage interaction and engagement
In one month alone, more than 120 Million Instagrammers visited a website, got
directions, called, emailed or sent a direct message to learn more about a business
after discovering it on the platform
80% of users follow at least one business on Instagram
Rapid Fire Instagram page is linked to RapidFireTea.net
Social Media StrategyInstagram
800 MILLION DAILY USERS
Interact with Instagram on a daily basis
@ RapidFireDrinks
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70% of Instagram users have searched for a brand & over 40% follow them
The instagram page showcases the brand’s mission of providing customers with quality nutritional supplements
Content to highlights: healthy lifestyle, articles, beauty tips, retailer promotions, workouts, health facts, testimonials, new products and distribution
Reposts from influencers & industry professionals to gain followers, plus partner with healthy living services and organizations
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The Next Evolution of Condition-Specific TeasRAPIDFIRETEA.NET
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