Background
Halitosis (bad breath) is a growing concern in oral hygiene, affecting nearly 50% of the adult population (FDI World Dental). Its primary cause is aerobic bacteria that build up at the back of the tongue. On the go products to combat halitosis — including sprays, drops, and mints— mask the problem rather than treating the underlying cause.
Technology and Product
Breezy’s platform technology introduces hard, evenly dispersed microcapsules into a sugar-free confectionary base for a range of applications. The proprietary Breezy microcapsules are comprised of all-natural, health enhancing agents. With the first product, the “candy” is attached to a stick (in lollypop form, shown at right) for deep tongue scraping. The hard microcapsules scrape the tongue to remove food particles and odor-producing bacteria. They then dissolve in the mouth or with slow release in the stomach to disperse their active compounds into the digestive tract.
Advantages
Breezy’s product offers numerous advantages in addition to its effective impact on reducing halitosis and improving oral hygiene.
- Unique, triple action: microcapsules scrub; mint freshens; active ingredients combat bacteria.
- Compact “on-the-go” tongue scraper – can be used anywhere.
- Fast action with long-lasting effect – up to six hours.
- Reduced gag reflex.
- Requires only minor modifications in existing confectionery production.
- Platform technology enables additional applications with different microcapsule ingredients.
Target Market and Potential
The global oral hygiene market is $25 billion, $5.3 billion is spent on breath fresheners (gums, mints), and more than $1 billion on OTC halitosis products in the United States alone (researchandmarkets.com, Mintel, dental.net). Several global players (P&G, Colgate-Palmolive) control these markets where there is consolidation and stiff brand competition. Functional products (Wrigley’s Orbit gum) and “on-the-go” products (Colgate’s Wisp) show clear market trends.
Business Model
Breezy will establish OEM partnerships with companies that will market — and potentially manufacture — its products under their own strong brands.
|
Life Sciences/ Medical Devices