Custom-Blended Dispensed Beverages
Adjusted for an
Individual’s Genetic Chemistry
products will improve a person’s life while providing each person more control
over their life. Our product development is simple: focus on how normal genes
work, and deliver products that give people more enjoyment in life, immediately.
The innovation of extending personalization to the genetic level is welcomed by
consumers we interview. They want to look good and feel good. They want more
control over their every-day lives to perform better, to have better
relationships, and to feel good about themselves. Genetic personalization is the
Genetic differences between people
translate into differences in what people need. For example, women burn more
carbohydrates during endurance exercise than men, and youthful males burn more
ingested carbohydrates during exercise than adult men. Thus, there are different
needs even at the basic genetic level of sex and age. Providing extra
carbohydrates during exercise may be particularly critical for young and female
athletes, because it appears that their bodies may be ‘preferentially
programmed’ to conserve stored body fat and carbohydrates by comparison with
other groups. Because people metabolize performance drinks differently depending
on which genes they have, our goal is to produce better physical results by
adjusting each person’s beverage formulation for his/her specific genes.
JeneJuice™ is the first
personalized beverage, where the ingredient selection and amounts are based upon
a person’s specific genetic chemistry and adjusted to match the customer’s
lifestyle goals and consuming purpose. The JeneJuice™ formulation process uses
the results of a one-time scientific analysis of a person’s cheek cells, from a
kit that can be used in the home.
Our plan is to make JeneJuice™
available through one or more mechanisms:
“Blend-n-Vend” vending machine that can be strategically located in health
clubs, office buildings and college campuses,
a partner such as a
national drug store chain such as Walgreens, where the pharmacist can
assist the customer in the customizing process, where the personalized
packages can be picked up at the store or delivered directly to the
in-home sales using a
leading multi-level-marketing distribution channel, and
Internet based sales,
where the customer receives the sample kit directly from AlphaGenics,
and then receives drop shipments at the customer’s home or office, and
Up to twelve packaged
formulations that cover the variability of 90% of the population and that
can be displayed in retail outlets.
While JeneJuice™ has health
benefits, it is marketed as a lifestyle enhancement beverage. By lifestyle
enhancement, we target individuals who want and are willing to pay for better
outcomes for day-to-day activities to:
· perform better physically in sports,
exercise or other physical activities
· lose or maintain weight
· have more energy
· appear younger and more vigorous
· be mentally sharper, or
· be more appealing to romantic
Each JeneJuice™ formulation will
use standard, GRAS, ingredients that are easily recognized by and familiar to
the consumer. Thus, the sports performance beverage will adjust the amounts of
carbohydrate (for energy), minerals (for electrolyte balance) and amino acids
(for muscle rebuilding and repair) depending on the person’s genetic chemistry
profile and the stage of activity in which he/she is engaged.
Physical performance and sports:
The sports/performance beverage market exceeds $9 billion worldwide, with over
$5 billion in the U.S. The market leaders are Gatorade (Pepsi) and Powerade
(Coke), with several hundred other competing products taking lesser market
share. RedBull is an energy drink that crosses into the sports area. This
category shows substantial strength in Japan, where per capita consumption
exceeds the U.S.
Weight loss or maintenance:
Obesity and excess weight affects over 100 million
Americans. Over 30% of U.S. adults, and 7% worldwide, are clinically obese.
Obesity’s continued increase is now at epidemic proportions in every developed
country, leading more people to seek therapeutic treatment. On any given day,
one in five obese people in the U.S. are attempting to lose weight. But only one
in twenty of those trying to lose weight actually succeed for more than one
Many who try to lose weight start exercise programs. For a variety of
reasons, most give up without success. By boosting physical performance,
JeneJuice™ can help people who use exercise to control their weight and look
JeneJuice™ is a positive approach to
individualized weight loss. The majority of U.S. consumers believe that
being overweight is not a physical health problem.
The majority of consumers regard their body type as “normal” – despite Body
Mass Index (BMI) measurements that show 66% of Americans are overweight or
obese. This is largely due to the finding that consumers do not use
objective measurements, such as body weight and BMI, to asses their body
size. Rather, they compare themselves to the people they live and work
around every day. Not surprisingly, being “somewhat overweight” is now seen
as the normal state of affairs and the collective consumer sense of what
constitutes “normal” weight has crept upward.
The U.S. weight loss industry is
$40 billion annually, with over 100 million overweight Americans of which 20
million are actively trying to lose weight. Excessive weight in America is now
considered an epidemic. New diets and medications quickly achieve market growth,
and can reach sustainable plateaus. However, a specific diet can work for one
person and totally fail for another. One reason is that people have different
genetic chemistries, which respond differently to any particular dietary
approach. Complicating matters is that simply taking in fewer calories often
creates a rebound effect where the person regains the weight and size when
normal eating is resumed. This happens because when the body slowed down as an
adjustment to the lower caloric intake, an evolutionary response to starvation,
the “excess” food from the normal eating triggers the genetic chemistry to start
storing that excess as fat.
Youthful appearance and anti-aging:
market exceeds $40 billion. The market is crowded and fragmented, and includes
cosmetics, foods and beverages. Aging certainly involves changes in one’s
genetic chemistry. JeneJuice™ works at the genetic chemistry level to supply the
right nutrient mix that can improve appearance.
Future JeneJuice™ Related Products
The JeneJuice™ platform provides
an unprecedented opportunity to deliver additional personalized nutraceuticals
built around genetic chemistry. In preparation for these market opportunities,
AlphaGenics has in-licensed the rights to three new natural products that can
synergistically expand and/or support the JeneJuice™ line:
(1) a customized vitamin-mineral
supplement based on biochemical profiling (Health For You™).
(2) a new natural breast health
product for women (Pink Mammoo™).
(3) a new natural ACE inhibitor
(Ace of Hearts™).
Each product is personalized based
on the customer’s personal genetic chemistry.
One such health solution developed
by AlphaGenics is our patent pending process to prevent influenza. We examined
the historical epidemiology and molecular genetics science regarding influenza
to formulate this method. A key factor is that the influenza virus high-jacks
many genes in a person in order to reproduce. Our theory is that a selected mix
of certain dietary chemicals matched to an individual’s genetic chemistry
profile will effectively prevent the invading virus from using the person’s
genes to reproduce. If our theory is proven correct, the ability to deliver this
solution with JeneJuice™ creates an extraordinary global marketing opportunity.