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Pulse Beverage Corp  (PLSB)
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    Sector  Consumer Non Cyclical    Industry Nonalcoholic Beverages
 


 

Pulse Beverage Corp

Business Description


We are a Northglenn, Colorado based beverage company formed in 2011 by beverage industry veterans for the purpose of exploiting niche markets in the beverage industry. We own two beverage brands: Natural Cabana® Lemonade/Limeade and Coconut Water and PULSE® Heart & Body Health functional beverages. We introduced our Natural Cabana® Lemonade in 2012 and since then have developed a multi-national comprehensive distribution system in 47 states, Canada, Mexico and China. By establishing a multi-national distribution system, Pulse has secured more than 15,000 listings for its Lemonades/Limeades and more than 5,000 listings for its Coconut Waters with regional and national grocery and convenience chain stores such as: Albertsons/Safeway/Tom Thumb/City Markets, Walmart, Kroger/Fred Meyer, Kmart, Circle K, Walgreens, 7-Eleven, Whole Foods, Hy-Vee Supermarket, , Food City, Raley's Supermarkets, Price Chopper Supermarkets, WinCo Foods, ShopeRite Supermarkets and Racetrac.

We have been in business with Natural Cabana® Lemonade for four years. We expanded this brand into Limeade, which started selling in January, 2014, and into Coconut Water, which started selling in March, 2014. Our PULSE® Heart & Body Health brand of functional beverages, originally developed by Baxter Healthcare, will be re-introduced and marketed with new packaging later in 2016. We believe the new packaging will have wider distributor, buyer and consumer appeal. Using our well established and comprehensive distribution system, we will introduce PULSE® Heart & Body Health into our existing distribution system through natural beverage distributers such as: United Natural Food, Inc. and Nature’s Best, the two largest natural food distributors.

We currently produce, market, sell and distribute our brands through our strategic regional and international distribution system, which includes over 85% Class “A” distributors such as Sysco, The Sygma Network, UNFI and distributors for Anheuser Busch, Miller Coors, Pepsi, RC/7-Up, Coke and Cadbury Schweppes.

Our mission is to be one of the market leaders in the development and marketing of natural and functional beverage products that provide real health benefits to a significant segment of the population and are convenient and appealing to consumers. We have an experienced management team of beverage industry executives that have strong relationships in the industry and have successfully launched and/or managed the distribution for more than twenty-five major brands over the past twenty five years.

Non-carbonated beverages divide into a number of categories, including energy and sports drinks, teas, juices, lemonades, bottled water, coconut water and functional beverages. These beverage categories include a host of products that are fortified with vitamins, minerals and dietary supplements. PULSE® Heart & Body Health is targeted at the functional/nutritional beverage segment. Our goal is to evolve the functional/nutritional beverage category into more of a focus on providing true and meaningful health and wellness benefits in a convenient and good tasting format.

We launched our Natural Cabana® Lemonade ahead of PULSE® Heart & Body Health in order to establish a comprehensive nationwide and international distribution system. Lemonades are widely considered to be understood by beverage consumers as compared to a highly nutritional functional beverage product such as PULSE® Heart & Body Health, which requires more education at the distribution and retail level.

Our growth strategy includes:

- expanding our US distribution reach in order to service national chain stores;
- expanding our brands in Canada to include Coconut Water and PULSE;
- rolling out our national sales strategy in Mexico with our Natural Cabana® Coconut Water first followed by a 16.9oz version of our Lemonade/Limeade called “Limonada”;
- increase awareness of our Natural Cabana® Coconut Water brand in the United States, Canada and Mexico;
- successfully re-introducing PULSE® Heart & Body Health functional beverage;
- introducing our new 16.9oz Lemonade/Limeade in a glass bottle under the control brand concept;
- securing additional chain, convenience and key account store listings for all our brands nationwide and internationally;
- increasing our direct-to-consumer online shopping;
- focusing on full service Class “A” distributors;
- establishing our own Southern California distributorship;
- focusing on placing our products in produce, natural and cold sets as opposed to the grocery isles;
- completing a strategic acquisition of a successful emerging “good-for-you” beverage brand;
- introducing a beverage that will compete in the energy drink marketplace;
- completing the development of a third branded product that will compete in an additional segment of the beverage market; and
- obtain a NASDAQ or NYSE MKT listing.
Expansion into Mexico:

We secured an agreement with an established Mexico distributor, Café El Marino, to distribute Natural Cabana® Coconut Water and have sold our first shipment of 7,500 24pack cases. Café El Marino has been in business for more than 60 years and has more than 1,000 employees with distribution points in every major city in Mexico and distribution routes to almost all retail outlets. Our Mexico operations are headed by Carlos Villarreal. Mr. Villarreal was responsible for the Mexico introduction and distribution of Monster Energy Drink® in 2004 and led the expansion across all of Mexico up until June, 2010. Mr. Villarreal has worked with leading brands such as Dr. Pepper Snapple and Miller, among others, in their entry/distribution strategies. He has also served as a Director for Anheuser-Busch and for Grupo Modelo (Corona) in the U.S. and Mexico.

We plan to produce Natural Cabana® Lemonades/Limeades (known as “Limonada”) for the Mexico market in a 16.9oz glass “PULSE bottle” format.

Expansion into China:

In September, 2015 we began shipping Natural Cabana Lemonade/Limeade to China through Nantong King Food Co. (“Nantong King”), a member of the Beijing Rosa International Trading Company, based out of Nantong City, 50 miles north of the Port of Shanghai. Nantong King re-ordered in December, 2015.

Prominent Industry Acquisitions:

Monster Beverage Corporation – In 2014, Coca Cola purchased a 16.7% stake in Monster for $2.15 billion. Monster’s sales over the last 12 months were more than $2.6 billion.

VOSS Water® - slightly more than a 50% interest was sold for $105 million to the Reignwood Group (the parent company of Red Bull China). Voss’s sales increased by 25% in 2015 to $77.5 million.

Vita Coco® - a 25% interest was sold for $165 million resulting in a valuation of $660 million. Vita Coco’s sales increased 31% in 2014 to $421 million.

Sweet Leaf Tea® and Tradewinds brands – Nestle purchased these brands for $100 million when sales were $53 million in 2010.

SUJA Juice - In 2015, Coca Cola invested $90 million for a 30% stake and the merchant banking arm of Goldman Sachs also agreed to pay $60 million for a 20% interest which places a value of $300 million. Sales were $42 million in 2014 and sales are projected to be more than $70 million for 2015.

Bai Brands - Dr Pepper Snapple has invested $15 million for a 3% interest which places a value of $500 million on the brand. Bai brands was projecting sales of $125 million for 2015.

Vitamin Water® - Coca-Cola® purchased Vitamin Water® for a reported $4.1 billion when they were selling approximately 10 million cases per year and had approximately $200 million in sales.

SOBE® - Pepsi-Cola® purchased SOBE® for a reported $378 million when they were selling approximately 3 million cases per year and had approximately $60 million in sales.


FUZE® - Coca-Cola® purchased FUZE® for a reported $300 million when FUZE®, at the time, was selling approximately 7 million cases per year and had approximately $140m in sales.

Arizona Iced Tea® - turned down an offer from Coca-Cola® for $2.1 billion. At the time of the offer, Arizona Iced Tea® was selling approximately 25 million cases per year and $500m in sales.
Industry Background

Non-alcoholic beverages are among the most widely distributed food products in the world and are being sold through more than 400,000 retailers in the United States, our core market. The United States has more than 2,600 beverage companies and 500 bottlers of beverage products. Collectively they account for more than $100 billion in annual sales. It is estimated that globally more than $300 billion worth of non-alcoholic beverages are sold annually. The beverage market is controlled by two giants, The Coca-Cola Company (“Coke”) and PepsiCo, combining for over 70% of the non-alcoholic beverage market. Carbonated beverage sales are slipping, while non-carbonated beverage sales are growing. Experts predict that beverage companies that only offer carbonated beverages will have to work hard to off-set flagging demand. Industry watchers believe that growth will be largely confined to non-carbonated beverages and will chiefly affect functional drinks. Functional, sports and energy drinks are expected to be the principal beneficiaries of this trend.

Industry watchers are particularly confident about the prospect for drinks that are functional and that offer therapeutic benefits and as such capitalize on the public’s growing interest in products that promise to improve health. Although we will face competition in our bid for market share, we believe, based on market research, that our products, strong packaging, unique formulations and promotions will induce early trial and in the course of two years build a widespread and loyal following. We also believe that our products will have strong appeal in Europe and the Pacific Rim, in particular, China. Key drivers of the Chinese beverage market include rising inflows of foreign direct investment, growing levels of consumer spending power, an increasingly health conscious consuming public and the Chinese government’s market-focused economic policy. We believe our products will be accepted in China because of China’s growing desire for healthy products, its growing middle class and its interest in brands that come from North America.

   

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