"The Essence of Life
Vitality Products Inc. ("Vitality" or "the Company"), a multi-dimensional nutritional food
products, supplement products and wellness education company, has developed key health oriented products and is
engaged in the research, growing, processing, marketing, manufacturing and sales of these
impact nutraceuticals with their related clinical tests as well as a full line of strategic
vitamins, minerals and supplements.
The Company's goal is to integrate the daily use of nutraceuticals,
herbal supplements and all critical vitamins, minerals and other legitimate healthy foods with
educational programs for the consuming public in conjunction with diagnostic testing to help
every individual maximize their life span.
Vitality applies the highest standards of scientific and medical research to develop
innovative and proprietary products. These products will be marketed through appropriate
distribution channels, both directly by the Company, as well as through alliances with
experienced corporate partners. These products will be supported and advertised to
insure their maximum sales growth and market penetration.
Vitality has several valuable assets, strategies and alliances that uniquely position
the Company to rapidly penetrate target markets. These assets include:
- Experienced management, marketing
and sales team in the field of over-the-counter (OTC) and
ethical health products;
- Experienced scientists who combine
superb scientific and medical skills with their historical
background in the field of nutraceuticals;
- Strong science and technology that
is the basis for several innovative and proprietary
- A well-defined business strategy
with focus on generating near-term revenue and profits;
- An aggressive advertising strategy
that will properly tell the story of the Company's
- Registered domain name Vitality.ca
VITALITY Management Team
The Company has identified the senior management team that will operate Vitality Products Inc.
Each of these highly qualified professionals has committed to promptly joining the Company when
it is funded.
The management team is skilled in the
execution of strong and sustaining advertising campaigns to achieve a specific product's sales
goals. A Seven Person Board of Directors has been appointed to oversee the Management's actions,
Company's governance and financial reports.
Nutraceuticals and the Future
"A nutraceutical is a product isolated or purified from foods and generally sold in
medicinal forms not usually associated with food and demonstrated to have a physiological
benefit or provide protection against chronic disease." -- Health Canada
Nutraceuticals have become an important part of mainstream health care. The market for
nutraceuticals is robust and growing, with an annual growth rate of over 15%. Nutraceuticals
enjoyed 2008 U.S. sales of over $15 billion. Although public awareness of nutraceuticals is at
an all-time high, only 19% of North Americans actually use nutraceuticals on a regular basis. The
remaining 81% who do not currently use nutraceuticals represent an enormous new market for
these products because they are being primed by the media to become nutraceutical buyers.
The time has never been better for reaping the rich rewards from this exciting financial
opportunity and Vitality Products Inc. is uniquely positioned to do so.
Vitality's business strategy capitalizes on society's growing interest in three related areas:
1. Health benefits of various foods and nutrients:
Scientists and physicians have identified definitively that certain foods, because of the
presence within them of specific biochemical's, can have a positive impact on an individual's
health, physical well-being and mental state. As a result, scientists have discovered totally
new disease-fighting agents in foods and numerous conferences have detailed scientific findings
on the health benefits of various foods.
2. Prevention of disease:
Driven by concerns about the escalating cost of health care, there is now enormous interest
in the prevention of disease. Today, it is far more efficient and productive to maintain health
and prevent disease than it is to treat acute illness. Disease prevention is the most effective
way to improve health and lower health care costs.
3. Alternative health care including dietary supplements and nutraceuticals:
People are increasingly interested in alternative approaches to health care. A significant
number of people seek treatment with alternative forms of health care, and actually spend
more money on alternative health care than on traditional medicine! An important component
of alternative health care is the use of nutraceuticals and supplements.
VITALITY's Nutraceutical Products' Strategy
Vitality has formulated a strategy that will distinguish it as a company offering
1) Focusing on science and clinical research;
2) Develop food-based nutraceuticals and related diagnostics;
3) Secure a proprietary position for its products;
4) Advertise aggressively and market through all appropriate distribution channels
using all professional means;
5) Provide information by Vitality.ca website
Through this unique strategy, Vitality can gain access to the enormous revenue potential
associated with classic pharmaceuticals and other health care products with much greater
consumer demand, superior market growth potential and both real and perceived usefulness.
Focus on Science
Strong science is essential to penetrating the enormous market for nutraceuticals,
especially among those people who do not currently use them. The existent nutraceutical
marketplace is characterized by science that is very inconsistent. While some products in
the market have a scientific basis, others have merely anecdotal evidence of their benefit.
In fact, there are numerous nutraceutical products being sold that lack all scientific
support whatsoever. Fortunately, most nutraceutical consumers are truly interested in
better science to support the products that they buy. Vitality will create a scientific
foundation for its products that is consistent with the scientific basis for conventional
pharmaceuticals, including randomized clinical trials conducted by independent investigators
to validate the safety and efficacy of the Company's products.
Create and Leverage Strong Support For Its Products Through Education
Vitality believes that education is an important feature of its nutraceutical products.
Comprehensive educational brochures will be written for each nutraceutical product.
Newsworthy items will be available by Vitality.ca and Nutritioner.com and can be reached
by our website by physicians and consumers interested in scientific advances and medical
reports in the nutraceutical field.
Vitality will concentrate educational efforts towards physicians and healthcare providers.
Physicians and other health care providers are the most important gatekeepers for those
consumers who do not currently use nutraceuticals. At this time, the nutraceutical market
is consumer-driven, and not physician directed. This is an anomaly because physicians direct
almost all other health care purchases. They prescribe ethical pharmaceuticals, order
diagnostic tests, and routinely recommend the purchase of specific over-the-counter (OTC)
drugs, medical devices and other health-related items. The key to expanding the nutraceutical
market and increasing sales is bringing onside physicians and other health care providers to
support specific nutraceuticals, similar to the way most health care products are sold.
This is not as difficult a task as it might appear to be since few physicians are actually
opposed to the use of nutraceuticals. In fact, most physicians actually support the general
concept of nutraceuticals and a recent survey indicated that nearly 80% of doctors personally
Products: Vitality Vitamins, Minerals and Herbal Supplements
The Vitality brand of vitamin products speaks to health and well-being, and instills
confidence in the consumer. The Vitality line contains more than 70 quality products.
The Company's complete line of vitamin, mineral, food and herbal supplement products will
compete well in the $15+ billion North American market that is segmented as:
a) Traditional OTC;
b) Mass Merchandiser;
c) Health food Store;
d) Direct Marketing ; and
e) Multi-Level Internet Information and Shopping Cart Marketing.
The Vitality line of products includes "time release" properties. This important product
feature will allow the Company to participate in the dramatic growth that is ongoing in
today's vitamin and supplement sales arena. Dr. Mel Rich of MIT formulated vitality's
"time release" technology in conjunction with Earl Mindell, the author of
The Vitamin Bible. The Company believes that it possesses the finest
vitamin, mineral and nutritional supplement "time release" technologies in the industry.
Consumers are demanding to know more about the vitamins and nutritional supplements
that they are purchasing. Vitality.ca will be a leader in consumer nutritional supplement education
Vitamin usage is at an all-time high in both units and dollars. 51% of all women and
35% of all men use Multivitamins on a regular basis. The survey also reports that women
are more health conscious than men and that age is no longer a factor in vitamin usage.
Source: Decision Analysts Inc.
The Traditional OTC Vitamin market (in dollars) across all three traditional classes of
trade (retail drug stores/grocery/mass merchandise) experienced a 6.8% increase in sales year
over year since 2000. The total herbal supplement category in the United States in 1998 had
grown to $2 billion and it is projected to exceed $3.6 billion by 2010 (a 20% increase per
year). The total North American vitamin, mineral, food and herbal supplement market is
estimated to exceed $15 billion this year.
The Company has two sources of manufacturing its multiple lines of OTC and nutraceutical
1. Existing manufacturing and quality control in Surrey, British Columbia
2. Procurement from a qualified and licensed pharmaceutical manufacturing plant in
that adheres to our Company's quality control and quality assurance programs.
It is noteworthy that Vitality networks with a variety of Canadian and U.S. universities
and will have access to benefits from technological and scientific biotech breakthroughs in
conjunction with university and government fund and grant programs.
The natural products industry is comprised of many competitors that market supplements
directly to consumers.
The Company will have an advantage in the vitamin and minerals market because of the
consumer's perceived familiarity of our Vitality brand. The brand will be marketed with
existing private label products to gain selling space for the Vitality product line and
expand our market penetration systematically.
Vitality Products Inc. is ready to move forward and establish itself as a major manufacturer,
marketer and advertiser of "needed and necessary" health oriented foods and nutritional
supplements to the consuming public in Canada, the United States of America and
internationally. The Company's product approach and related science is new and important
to all marketplaces, worldwide. Vitality is best positioned to extend the quality of an
individual's health to best match the length of that individual's life. This will be
achieved through regular use of its nutraceuticals and nutritional supplements.
Vitality continues to investigate and complete new business opportunities. Through 2006
The Company's corporate and international offices will be located in Vancouver, British
Columbia, giving it ready access to: a) the center of the nutraceutical and nutritional
health foods world; b) our initial international marketing partner and c) an important
proximity to the Pacific Rim marketing arena. The Company's primary marketing and sales
office will be located to best interface with the health and beauty aids branded marketing
community as well as giving the Company an important proximity to the European marketing
Vitality has the product lines, the validating science, the consumer educational systems,
Internet access and the nutraceutical technologies that are positioned for the era. The
Company will advertise heavily to tell its story and this proven marketing discipline will
provide the best insurance for success for the Company's products. The Vitality team is
primed and ready to succeed.