This SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity.
1. THE BEGINNING
This innovation initially came to life when…
Nutritional supplements are nothing new but most are part of the establishment’s reductionist paradigm ie a pill for a condition. The challenge is that modern foods are ageing us faster, reducing our health and actually killing us over time.
Even our genes are conspiring against us. When I turned 50, I got gout as did my father and grandfather before me. The option was to take allopurinol for the rest of my life and avoid a whole raft of foods I loved. Instead, I chose to eat a wide range of Australian wild foods and gout attacks disappeared.
2. WHAT & HOW
The purpose of this innovation is to…
…Provide an easy way to supplement our poor diets with the micronutrients we are missing and reduce hunger, carb cravings, improve digestion and circulation, enhance energy, boost overall health and slow ageing.
It does this by…
The wild foods and other ingredients in L.I.F.E. are rich sources of antioxidants, anti-inflammatories, anti-allergens, anti-carcinogens, anti-tumor agents, anti-proliferatives, adaptogens, enzymes and enzyme regulators, good sugars and bioavailable minerals.
These actives repair, restore and protect the biochemical pathways, reactions and structures of the 37.2 trillion cells in our body and provides the means to reach our ideal health and well-being.
3. PURPOSE & BENEFITS
This innovation improves on what came before because…
…the product is unique in being made from 14 freeze-dried Australian wild fruits, herbs and spices combined with 12 other super foods. It is in powdered form so that no heat has had to be applied to inactivate fragile components such as antioxidants and enzymes. It is also sanitised using a proprietary, antimicrobial functional flavour formulation which is award winning itself.
Its various benefits to the customer/end-user include…
- Boosts mental energy (focus and concentration) and physical energy (no slow-down after lunch).
- Reduces carbohydrate cravings and hence assists weight management.
- It is satiating, curbing appetite further and it addresses hidden hunger or the drive for micronutrients.
- Improves regularity.
4. COMPETITIVE LANDSCAPE
In the past, this problem was solved by…
The only product that is in any way comparable is a liquid supplement formulated by the applicant. This is inferior due to being pasteurised and therefore compromised in terms of antioxidant capacity and the lack of live enzymes. Enzymes enter the circulation and lymphatics and remove scar tissues from clots, growths and injuries allowing for improved blood and lymph flow.
5. TARGET MARKET
It is made for…
- Anyone who eats
- Anyone who wants to slow their rate of ageing
- Anyone who wants to look and feel great
- People who have a group of others to whom they listen
- Those who get informed online
- The health conscious
- Anyone who suffers symptoms of the diseases of nutrition or care for those who do
- People who have tried other solutions
- People who can be reached by targeted marketing eg SEO, on-line advertising, word of mouth, via associations and health professionals
It is available for sale through…
The main channels are our on-line store, naturopaths and other health professionals, through affiliate marketers and specifically, The Nucleus Project (an MLM) and as an ingredient in other manufacturers’ products. It is also being pitched to television home shopping networks.
Our marketing strategy is to…
Use the distribution channels to educate, refer, recommend and promote the product as ideal for reaching your ideal health. Additionally, find specific target groups for whom the product is a solution. These include Aboriginal communities, diabetics, anyone who wants/needs to lose weight, gout sufferers, anyone with these and other of the diseases of nutrition and represented by organisations or associations.
FINE PRINT: This SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity.
Maven Judge Vote: Australian Functional Ingredients – Smart 100 2018
(Please note – The form below is for judging purposes only and is restricted to the public)