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May 13, 2015 9:16 AM ET

Archived: HeatGenie: Self-heating technology that integrates into food and beverage product packaging

iCrowdNewswire - May 13, 2015


Self-heating technology that integrates into food and beverage product packaging.

Elevator Pitch

The comfort and convenience of hot food or beverage in two minutes, anywhere, anytime.

Executive Summary

HeatGenie is an Early-stage company in the Consumer Products industry. The company has been operating for 96 months.

HeatGenie develops, patents, and licenses technology solutions to satisfy identified major consumer and brand market voids. The company’s business model taps into the marketing and distribution power of leading food and beverage brands to maximize penetration.

• Technologies are easy to implement, scalable, with enormous market upside from follower brands and international business.
• Strategic partnerships in place to execute on HeatGenie’s capital-efficient licensing model
• HeatGenie avoids all capital equipment expense via licensing of ISO-certified contract manufacturer to produce heater technology.
•Three issued and four pending US patents plus international filings
• Major brand adoption initialized with successful consumer and safety testing
• Growth potential is billions of units worldwide, with single digit category penetration
• Valuation builds with significant cash flow beginning in 2016

Brendan Coffey, PhD., CEO and CTO, has 25 years experience in technology and business development in small companies. He developed the original concept for the HeatGenie self-heating technology and leads technical development both from a scientific and engineering perspective. He serves on the corporate board representing the common stockholders. He is recognized as a technical innovator with proven ability to move technologies from concept, through prototype, to full scale manufacturing in multiple technology fields (including specialty chemical compounds with Delta Chemical, pultrusion formed composites with ICI, lithium-ion polymer batteries with Ultralife, and high power alkaline cells with RBC Technologies). He is the author of six issued and five pending patents. Dr. Coffey holds B.Sc. and M.Sc. in Chemical Engineering and Ph.D. in Materials Science from Johns Hopkins University.

Rosemary Whaling

VP Business Development
Rosemary Whaling, Vice President Business Development, has 20 years of experience in consumer packaged goods with major brands for companies including Procter & Gamble, Dell, and more recently as Vice President Marketing with Sweet Leaf Tea. Her experience includes all phases of marketing management including strategic planning, new product development, market research, program evaluation and business operations. She also has experience in Public and Government Relations. Ms. Whaling has a Bachelor of Business Administration from Wilfrid Laurier University (Canada)

Dr. Krzysztof Kwiatkowski

Krzysztof C. Kwiatkowski, PhD., is the Vice President, R&D. He is an industry expert in the area of inorganic nanoparticle applications, including: heterogeneous catalysis utilizing titania, zirconia, alumina and silica; sol-gel methodology of supported metal catalyst fabrication. He directs the material optimization and process development trials for the HeatGenie solid fuel formulation. Dr. Kwiatkowski joined HeatGenie after working for eight years as a scientist at Lynntech and Applied Nanotech, Inc. Dr. Kwiatkowski successfully scaled reaction processes from the lab to the pilot line. He holds four patents. Dr. Kwiatkowski earned his Ph.D. in Chemistry, Vanderbilt University, Nashville, TN, and has a M.Sc. in Chemical Engineering and B.Sc. in Organic Technology from Warsaw University of Technology, Warsaw, Poland.

David Steakley

Board Member
David Steakley is an Angel investor in Houston. Mr. Steakley serves on the Board of Directors of a number of his portfolio companies including HeatGenie, Pervino, Inc., Salient Pharmaceuticals and Vendor Safe. He is a founding Board member of the Texas Halo Fund, is President of the Houston Angel Network and serves on the board of trustees of the Houston Symphony Orchestra. Previously, Mr. Steakley was a Partner at Accenture, serving clients in the financial services industry, for almost 20 years. Mr Steakley studied Mathematics and American Studies at Williams College.

Matt Gase

Board Member
Matt Gase is President and Chief Executive Officer at Stubb’s Legendary Bar-B-Q. Mr. Gase is an accomplished, growth-oriented leader with demonstrated ability to unlock and build value in consumer businesses. He has an outstanding track record of revenue/sales growth and financial goal management in both turnaround and high-growth environments. He successfully built and scaled businesses at small and large firms across multiple product segments, sales channels and geographies (US & International). Prior to Stubb’s Bar B-Q, Mr. Gase held General Management and Vice President Positions with Commemorative Brands Inc, ConAgra Foods and Ralston Purina. Mr. Gase holds a BGS, Business/Communications from University of Michigan and an MBA from Loyola Marymount University.

Eric Natinsky

Advisory Board Member
Eric Natinsky is Chief Executive Officer of SAGE/Quick Technologies, Inc., the leading provider of business services for the promotional products industry for the past 20 years. In addition, from 2000 to 2010, Mr. Natinsky was an attorney in the technology transactions group of Wilson, Sonsini, Goodrich, and Rosati working with a variety of technology companies from the largest to the smallest with respect to technology licensing deals, patent strategy, open source compliance and strategy, IP counseling, IP and technology aspects of M&A deals. Mr. Natinsky advises HeatGenie on a variety of legal and licensing matters including intellectual property strategy, licensing agreements, partner agreements, marketing agreements, distribution agreements, and development agreements. Mr. Natinsky has a BS Business Administration, Management and Marketing from Washington University in St. Louis and a JD, Law from The University of Texas at Austin. Mr. Natinsky is also a licensed patent attorney.

Jennifer Merrill

Advisory Board Member
Jennifer Merrill has more than 30 years experience as a Consumer Insights Expert primarily in Food and Beverage industry, for the last 10 years as founding principal of Kaleidoscope Associates. Ms. Merrill specializes in consulting with clients in order to develop profitable marketing strategies through the development of superior consumer and customer insights. Prior to starting her own company, Ms. Merrill was VP Consumer Insights at ConAgra Foods having held positions of increasing responsibility at 3M Consumer Packaged Goods, General Foods and General Mills. Ms. Merrill advises HeatGenie in consumer insights, market research design and analysis as well as better understanding and tying into brand decision making points for large and small brands. Ms. Merrill has an MBA, Marketing and Business Strategy from the University of Michigan.

Market Opportunity

Market studies have consistently shown that consumers want the convenience of self-heating and will pay a premium for it.Major food brands have sought self-heating for decades as a way to differentiate and expand the reach of their products.

Brands attest that HeatGenie is the ONLY self-heating system to satisfy all the criteria for broad commercial viability: simple, safe, fast, compact, recyclable and low cost.

Go-To-Market Plan

The immediately addressable market for various ready-to-eat/drink foods in single-serving convenience packaging is hundreds of millions of units. HeatGenie is partnered with Crown, the world’s largest metal food packaging company
to develop and commercialize self-heating cans.

Consumer trials in progress or planned with major international brands as well as smaller early adopters.

Detailed Metrics

HeatGenie heaters are:SAFE

– Passive thermal safety built in to prevent over-heating
– Solid-state fuel – no liquids, no leaking
– Food safe materials


– All materials environmentally safe
– Compatible with recycling processes (71% cans recycled); Heater does not need to be separated from can


– Scalable manufacturing
– High volume heater cost 25¢

Competitive Landscape

Smaller, faster, and safer than other products on the market.
Competing products:
-Heating packages with limited distribution (HotCan, QuickOne, Fast Drinks To Go)
-MRE (Military Ready to Eat) products that are irrelevant to the average consumer
-Hand warmers (consumer is familiar with concept, air activated and iron based)
-Hotbox (like a mini cooler you carry around)


Projected 2015 revenue: $1.04M

Risk Factors

Convincing people that this concept/product is different/new and hasn’t been done before: We plan on working with big brands to market and educate our consumersDelivering on safety: We’ve spent a lot of time on building passive thermal safety into the product, and every big brand requires products to be fully compliant

Long process: We’ve developed close relationships with several large brands, and want to work with all of them which will expedite the process


How is HeatGenie different from other self-heating systems?HeatGenie’s patent-pending technology represents a significant improvement over earlier products, which required a user to mix a chemical powder with water in a complex, bulky package. HeatGenie uses a completely encapsulated, dry, solid material that does not require mixing. The compact heater is activated by the simple push of a button and heats the food portion in 2 – 3 minutes.

What about safety?

Consumers are well familiar with the principal active materials contained in HeatGenie; (aluminum powder and silica) which are classified as food-safe. The heater does not emit odor or fumes. HeatGenie has engineered a simple passive thermal control mechanism into the heater units to prevent excessive temperatures. These safety features have been validated in independent third party testing with a HeatGenie brand partner.

What package formats is HeatGenie available in?

HeatGenie is a technology platform that ultimately can be used in a broad range of food and personal care applications. Initial HeatGenie products in development will be implemented in metal food and beverage cans. Typically, the can will have a contoured shape for improved aesthetics as a serving container.

What are the benefits of HeatGenie products?

HeatGenie offers premium CPG brands the opportunity to strongly differentiate their products. Market research studies affirm that busy, “on-the-go” consumers place a premium on convenience packaging and highly favor self-heating. The convenience of self-heating allows for increased penetration in existing channels, as well as the opportunity to expand into new channels such as vending, drug and convenience.

How does HeatGenie fit into conventional food processing?

The heater is a small, discrete element that is applied externally to the modified base of a metal can. This can be done at high speeds, in line with conventional filling operations. The heater can be designed for compatibility with retort processing if pre-assembled into the can.

How are sustainability characteristics?

Excellent. HeatGenie’s energy and volume efficient heaters add minimally to the packaging overhead. Materials in the HeatGenie heater can be recycled without separation from the metal containers, which are already the most recycled form of packaging. Those materials that are not recoverable are environmentally benign.

Who will manufacture the HeatGenie packaging system?

HeatGenie has licensed WANHO Manufacturing LLC to be the manufacturer of the HeatGenie heater units. Headquartered in Waterbury, Connecticut, WANHO, a Wholly Owned Subsidiary of US Capital Resources, LLC has manufacturing and assembly operations in the US, Europe and Asia supplying components to a diverse array of industries. All WANHO manufacturing locations are ISO 9001:2000 certified to assure uncompromising quality and the most cost effective manufacturing solution to HeatGenie.

Food and beverage brands prefer to buy a complete integrated self-heating solution from their established packaging suppliers. WANHO will sell heater units directly to HeatGenie’s licensed packaging partners such as Crown Holdings with whom they are already working to establish a staged manufacturing scale up plan.

Contact Information:

Brendan Coffey
Rosemary Whaling
Krzysztof Kwiatkowski
David Steakley
Matt Gase
Eric Natinsky

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