Minerco Inc (MINE)

[KULiquidGold]

This is what is really strange with the whole rebranding effort, they're going to make it look more masculine by the packaging, add caffeine & compete directly with soda as a healthy alternative? How is that really healthier and who is the target market for that based on that branding? Men who want to drink a Coke Zero but have some B and C vitamins at the same time?

Further, the way the company has always described it, regular VitaminFizz is a huge success, and they had to jump into emergency production 8 months ago for this "game changing" account that was only delayed to negotiate the brand rights, now it suddenly needs some rebranding to PURSUE national accounts?

JT, I could be wrong, but the way I interpret the last PR quoted below is that the 6 original flavors will remain in tact. The expanded skus will include the new formulations. Then the dual placement mentioned would include the original VitaminFIZZ in the Sparkling Water section and the new formulations in the soda section. He never says the original will be changed, repeatedly references expanded 3 times and the dual placement is also a separator between the two formulations. This would also explain the reference of the new formulation packaging to be more masculine and yet still have the original that can appeal to all.

If this is correct, there are a number of ways this could play out if VANIS is legitimate, jury is still out.

Potential Game Changer Placement scenarios...
1) The 6 original VitaminFIZZ formulas in the Sparkling Water section could go anytime, we remember the emergency production run.
2) The 6 original VitaminFIZZ formulas in the Sparkling Water section are not placed now. VANIS may have missed an annual placement opportunity that some of the big boys have. If that is the case, he needs to inform his loyal shareholders. Although this could be a convenient excuse. Some CEO's think time makes everything better and the shareholders have short memories.
3) The expanded VitaminFIZZ formulas in the soda section at some point
4) Both #1 and #2 at some point
5) All a bunch of BS, none of the above happens with the “game changer", VANIS sells shares instead of VitaminFIZZ.

After feedback from national retail and their agents / brokers, the VitaminFIZZ brand is expanding to include additional flavors and added functionality. The expanded skus include new formulations containing caffeine, amounts equivalent to a typical diet soda, to further differentiate the brand and grow its consumer base. The expanded formulation's packaging is also being fashioned to clearly identify the caffeine functionality. The caffeine packaging is slightly more masculine for dual placement in the sparkling water and soda categories while positioning the brand for national convenience chain opportunities. https://finance.yahoo.com/news/minercos-athena-brands-completes-acquisition-130000338.html