Startup DHDL lands ill-advised agreement, compelled to rebrand its identity
Caffeine Rush Goes Nasal (Originally): The Lion's Den Startup Venture
At first glance, Nose Energy, a nasal spray boasting stimulants like caffeine and taurine, seemed like a promising investment. The founders, brothers Christopher and Vincent Klatt, managed to impress TV investor Ralf Dümmel during a Vox show. They asked for 100,000 euros for a 20% stake in their company, joking about their product's name and its potential benefits.
Lions Roar, Some More Than Others
However, not every TV investor was taken aback by the innovative energy delivery method. Tijen Onaran was quick to dismiss the startup, showing little interest in the product itself. Carsten Maschmeyer, on the other hand, expressed interest in co-investing, but preferred to approach things cautiously. Tillman Schulz and Ralf Dümmel proposed investing at the startup's desired terms, while Nils Glagau also showed interest, albeit with an emphasis on the need for scientific evidence to ensure safety.
Dümmel, ultimately, took the plunge, but it turned out that launching a nasal spray wasn't as straightforward as the brothers had hoped. A legal issue arose regarding the product's classification and its permissibility in the market due to an impending injunction.
Spray Shift: From Nose to Mouth
Faced with a roadblock, Dümmel's team suggested a workaround: a mouth spray that would be legally classified as a food supplement. The brotherly duo jumped on the idea, and the product was rebranded as Mouth Energy. It is now reportedly available in 10,000 retail outlets, including Kaufland, Netto, Müller, and Rossmann.
Priced at 9.99 euros, Mouth Energy has production costs of 2.50 euros. The product is aimed at athletes, students, gamers, and streamers—individuals who need a quick energy burst in their day-to-day lives.
Enrichment Insights:
- Athletic Mouth Protectors: Despite a revision in the ANSI/ADA Standard No. 99 for athletic mouth protectors, incorporating digital production methods, new materials, and advanced measurement tools, there is no relation to energy products or the discussed startups.
- Energy Market Reports: The latest Monthly Energy Review from the U.S. Energy Information Administration and a DOE petition seeking input on potential energy conservation rulemaking do not mention "Mouth Energy" or "Nose Energy."
- Polysilicon Production: Daqo New Energy's Q1 2025 polysilicon production and forecasted full-year production are unrelated to the energy products in question.
- Oral Proteins & Peptides Market: This market's projected growth (22.5% CAGR from 2024–2029) focuses on therapeutics like oral semaglutide for diabetes, not energy products.
- Despite a revised ANSI/ADA Standard for athletic mouth protectors, incorporating digital production methods, new materials, and advanced measurement tools, it has no relation to the energy product Mouth Energy or the startup that originally presented Nose Energy.
- The latest Monthly Energy Review from the U.S. Energy Information Administration and a DOE petition seeking input on potential energy conservation rulemaking do not reference Mouth Energy or Nose Energy, the energy products discussed in the context of the startup developed by brothers Christopher and Vincent Klatt.
- Daqo New Energy's Q1 2025 polysilicon production and forecasted full-year production are unrelated to the energy products Mouth Energy and Nose Energy, which were rebranded and repackaged due to legal issues faced during the initial launch.
- The projected growth of the Oral Proteins & Peptides Market at a 22.5% CAGR from 2024–2029 is primarily focused on therapeutic applications such as oral semaglutide for diabetes, rather than the energy products Mouth Energy and Nose Energy aimed at athletes, students, gamers, and streamers.
- In an effort to bypass legal obstacles, Dümmel's team proposed a workaround for the Mouth Energy product, transforming it from a nasal spray to a mouth spray, allowing it to be classified as a food supplement and permitting its distribution in various retail outlets like Kaufland, Netto, Müller, and Rossmann.
