Unwanted odours, though a natural part of everyday life, can lead to discomfort, embarrassment, and strongly affect feelings of wellbeing. Olfactory sense is well known to regulate mood, cognition, and behaviour. Hence there are the many situations where removing malodours is desirable for a sense of clean and freshness or is vital to ensure a safe and healthy environment.
Malodour removal is of global interest and importance. The most common strategy, however, is to mask odours with overwhelming fragrances. This can be counterproductive since high levels of perfume can be unpleasant and lead to allergic response. Consequently, there is a growing and unmet consumer need and market trend towards non-fragranced deodorising products but due to a lack of effective solutions, consumers continue to pay for products that mask, rather than remove, malodours. Additionally, the impact of air pollution on quality of life is critical for human health and well-being. Indoor air pollution and poor urban air quality are significant problems due to a combination of harmful substances including volatile organic compounds (VOCs).
Aqdot developed AqFresh, based on Aqdot’s unique and proprietary performance chemistry and its ability to capture a wide range of malodours, particularly VOCs that cause health concerns, that can be incorporated into a wide variety of consumer products. AqFresh has proven superior efficacy in removing malodours and VOCs in comparison with the nearest state-of-the-art technologies (e.g. cyclodextrins, sodium bicarbonate and activated charcoal). AqFresh can address a number of markets including air care, femcare, incontinence and nappies, air filtering, and deodorants.
The main objective of this project was to continue building the business case for AqFresh technology, gaining deeper understanding of the customer’s unmet needs via direct engagements with potential customers and partners, establishing and IP and regulatory compliance strategy and defining a business strategy.
As a result of the work completed in this project, Aqdot has established a business plan for AqFresh portfolio and prioritised the target markets based on technical readiness, market size and barriers to entry. Also, a clear regulatory compliance and IP strategy has been developed to ensure the sustainability of the business. A marketing plan for AqFresh has been put in place and will see full successful commercialisation across markets by 2022.
