INTRODUCTION

UNIQUE QUALITY OF THE PRODUCT Sipahh..

Imagination is the foundation of Sipahh.
In 1997 Peter Baron, inventor of Sipahh, questioned the flavoured
milk market - such a popular beverage but it was expensive, a mess to
make and contained far too much sugar.
Peter decided to create an alternative. His alternative would still use
milk, but the design would be fun and there would be a wide variety of
flavours. It had to be easy and enjoyable to use, have a great taste, and
less sugar than other alternatives.
It was quite a challenge but Peter had the ability and imagination
required. So Peter started to design a straw and in October 2005 the first
Sipahh Milk Flavouring straw was sold in Australia

What is Sipahh?
Sipahh is a milk flavouring straw that wakes up milk.
It makes milk fun and helps ensure kids get the vital calcium they need
in their diets.
Simply Dip into cold milk, Sip, and say Ahh!
How does it work?
Every Sipahh milkflavouring straw is filled with special UniBeads that
contain all the flavour and excitement that Sipahh delivers.
As the milk is sipped through Sipahh, the UniBeads dissolve and turn
boring white milk into a healthy snack that everyone can enjoy.
Simple and fun!
What flavours are there?
Around the world, Sipahh is available in a range of delicious flavours
including:
Chocolate
Choc Mint
Choc Honeycomb
Cookies & Cream
Honeycomb
Strawberry
Choc Banana
Toffee Apple
Banana
Caramel
Vanilla

How do I use Sipahh?

Sipahh is used like any other straw, except it flavours milk. Your Sipahh
milk flavouring straw is fine the way it is. You don't have to cut, chew,
burn or do anything else too tricky to it.
All you have to do is. . .
Rip, Dip, Sip & Say Ahh!
Rip off the wrapper.
Dip your Sipahh milk flavouring straw into a glass of cold milk (it
doesn't make a difference which end you dip in).
Sip. It's the most important step to remember. Sip away to your heart's
content and let Sipahh wake up milk before your very eyes.
Say Ahh No you're not at the Doctor and it's not one of those ahh's
with your tongue out anyway. Our ahh is a sigh of joy. As in:
Ahh, I never knew milk could be so good!
Ahh, it's like there's a party in my mouth and everyone's invited!
Ahh, that's the way ahh-ha, ahh-ha, I like it!

How it works
The uni straw delievery system
The multi-award winning Unistraw Delivery System (UDS) is the
good energy straw - our patented straw-drinking technology. The UDS
can add flavour, and soon energy, vitamins, nutrition - and even
pharmaceuticals - to liquid sipped through it. The UDS is not just a new
product it is the basis of a whole new category of products. It will
change the way people consume beverages globally, and have a positive
impact on the lives of millions of people around the world.
The UDS is simple, yet ingenious. It has 3 parts:
1. A recyclable, transparent straw
2. Unique filters, at each end of the straw
3. Hundreds of extraordinary and adaptable UniBeads inside each straw
that deliver flavour and more to liquids sipped through the straw

Sipahh

concept.

The Sipahh is a clear plastic straw containing flavour beads,

which impart their yumminess as you drink. I tried a choc-mint
Sipahh with their recommended amount of plain milk, 250ml.
The first taste was surprisingly rich. It takes a while to get used
to drinking from a glass of plain milk but tasting flavoured milk.
For a while the strength was very good, but over time the beads
dissolve, and the flavour becomes weaker. With about a third of
the beads left I still had a third of the glass of milk left, but it was
too weak to drink. I suspect that voracious children would drink
fast enough that this would not be a problem, but people who
like to savour their drinks may need to start with less milk.
The Sipahh packaging and advertising emphasises the health
aspects of the product, with statements such as:
only 1/2 teaspoon of sugar
natural colours
no artifical flavours
no preservatives

and the Sipahh web site mentions that it has been approved by
FOCiS (The Federation of Canteens in Schools) for use in school
canteens nationally (in Australia). However, I was slightly
alarmed to find the reason for the low amount of sugar. Hidden
away in the ingredients list is the artifical sweetener sucralose,
which has only been approved in the EU since 2004. Personally,
I'd want this more clearly noted on the packaging, giving
parents the option to not expose their children to artificlal
sweeteners.
It's easy to see why this would be popular at school canteens.
They can stock a wide variety of long-lasting Sipahh straws for
sale with their more perishable regular milk. Despite its high
cost parents would probably appreciate the portion control that
the straw brings over the venerable Nestle Nesquik products.
However, as a consumer I can't recommend this product due to
its use of artificial sweeteners
We assemble Unistraw products in state-of-the-art and high-capacity
manufacturing facilities that meet the key international accreditations
including

Quality standards
.HACCP
.ISO
.IFS,
.BRC
with relevant products achieving international Kosher and Halal
certifications.
Each Sipahh is manufactured according to strict quality standards and
under HACCP (Hazard Analysis & Critical Control Point) conditions.
Sipahh is also FDA (Food & Drug Administration) safety compliant in
the USA.

SOME QUESTIONS RELATING TO QUALITY

Q1-What type of milk can I use with my Sipahh milk flavouring
straw?
Any type of milk or milk alternative is great with Sipahh: Full cream,
reduced fat, skim or goats milk and milk alternatives such as soy.
Just make sure that the milk is cold however, we don't recommend you
sip hot milk through Sipahh.
Q2-How much milk should I use with Sipahh?
Each Sipahh milk flavouring straw will flavour 200 -250mL of cold milk
(some variation can occur depending on how hard you sip).
Q3-How many times can I use my Sipahh milk flavouring straw?
Use each Sipahh once only.
And to enjoy Sipahh at its best, we recommend drinking it all up within
15 minutes.

Q4-Are my Sipahh milk flavouring straws recyclable?

Yes! Each straw has a plastic ID code of 5. Just rinse it out when done
and pop in the recycling bin.
Are those filter "thingy's" safe?
Absolutely! It's our top priority.

To protect consumers and our Partners, and to ensure sustainable

product development, we protect our Intellectual Property (IP) through
the use of patents, trade marks, design rights, and copyrights in all key
markets. For our current product ranges we have applied for a large
number of patents, registered designs and trademarks worldwide, of
which some have been registered. As we develop products, further IP
applications will be filed to cover innovations in products based on the
Unistraw Delivery System.Our IP protection strategy is one of
layering. Covering the Unistraw Delivery System, our strategy layers
multiple granted and pending IP protections worldwide. Potential
violators who attempt to avoid infringement on one aspect of our IP may
infringe another aspect of our IP portfolio. We call this our IP minefield
and we will pursue any infringement of our product in any jurisdiction.

Technology
Unprecedented global interest generated in a 21st century approach to
beverage consumption. A product that has won international awards, a
design that lends itself to a multitude of applications. Australian
company Unistraw International developed the ingenious Unistraw
Delivery System a unique drinking straw that has a myriad of
applications, a drinking straw that is in the process of rapidly
revolutionizing on a global scale the way people consume beverages. A
drinking straw that applies exceptional technology and design, to give a
great tasting, nutritious and convenient beverage delivery system. A
drinking straw that is so simple to use that many have remarked why
didnt I think of that!
The Unistraw Delivery System

10

Australian Peter Baron, an award-winning graphic and industrial

designer thought of the idea and then spent seven arduous and
sometimes frustrating years refining the design, developing the
production technology and consolidating the associated intellectual
property. The final outcome, after those seven years of perseverance and
US$10 million dollars is an ingenious product with a very bright future.
A truly extraordinary creation that is the envy of many. Unistraws
unusual business model is achieving exceptionally rapid global success.
Distributors for 103 countries have committed to launching the unique
Sipahh Milk Flavoring Straws to their retailers and consumers by late
2007. This is an almost unheard of phenomenon in terms of interest and
speed of distribution for a new product. It is less than two years since the
Sipahh Milk Flavoring Straw was first introduced to Australian
consumers. Guided by the success and strength of the product in the
Australian marketplace, the rest of the world is eager to follow suit.
Sipahh straws are currently available in 25 countries, all of which are
experiencing excellent sales.
Distribution channels have been finalized for countries in Europe, Asia,
the Middle East, Africa, North & South America and the Pacific region.
In the cut -throat business of Fast Moving Consumer Goods (FMCG),
Unistraw has successfully laid the foundations for exceptionally rapid
global expansion and domination of its market segment.
Unistraw's solid foundations are due to a multi level business model
that includes the following facets:

11

 Unistraw is one of a small number of food companies that manufacture

and distribute a technology platform the Unistraw Delivery System
(UDS).
Unistraw is one of only a few companies in the FMCG sector that
licenses its brands and technology to other organizations, and earns
royalties on sales from worldwide markets, with all royalties flowing
back to Australia.
Unistraw has a strong Intellectual Property portfolio covering the
design and manufacture of the Unistraw(TM) Delivery System
technology. It will aggressively pursue infringers in all markets.
Unistraw has established a global distribution network for its products
in an extremely short period of time less than 2 years, allowing nearsimultaneous product launches in all key markets.
The companys first product, Sipahh Milk Flavoring Straws, will be
on sale in approximately 100 countries by late 2007 less than 2 years
after the products premiere on the Australian market.
The companys second brand, Maia Iced Coffee Straws, has the
potential to launch in overseas markets during 2007. It is currently on
sale in Australia. Involvement with McDonald's - Sipahh Milk
Flavoring Straws are currently onmenu across McDonalds in Germany,
South Africa, New Zealand, Poland and Egypt. McDonald's Australia
12

have included the Sipahh straw with a serve of reduced fat milk as the
beverage component of their new Pasta Zoo Happy Meal throughout
their 747 Australian restaurants. The Pasta Zoo Happy Meal has been
designed to give customers more variety and is targeted at parents and
children concerned with rising child obesity. Sipahh are very pleased
to be part of an initiative that is actively addressing rising obesity levels
in Australian children.
More than 40 talented people with varying backgrounds have been
recruited to assist with the actualization of Unistraw International
Limiteds strategic plan for global expansion and for the introduction of
subsequent new products based on the Unistraw Delivery System.
The product range so far.
Sipahh Milk Flavoring Straws
100% distribution at time of launch in Australian and New Zealand
grocery stores. Sipahh has over 20% of market share in the kids flavored
milk modifier category in Australia and is expected to generate similar
market share in all new markets. Sipahh Milk Flavoring Straws fit
perfectly into the global food consumption trend toward healthy and
convenient products that deliver nutritional benefits in a novel way.
Children of all ages enjoy the wide range of flavors available and the
ability to use the straw in all types of milk. These flavours include
13

Chocolate, Banana, Caramel, Strawberry, Cookies & Cream,

Honeycomb, Choc-Banana and Choc-Mint. The plan is to
further expand the flavor range in the future to maintain consumer
interest. Maia Iced Coffee Straws Building on the consumer
enthusiasm for Sipahh, Unistraw launched a second exciting product in
Australia last September. Maia Iced Coffee Straws are aimed at 18-30
year old adults. The Iced Coffee straws come in four coffee flavors
Espresso, Cappuccino, Latte and Mocha. Maias approach is to take
some time-out - a moment to refresh the spirit within achieved by
simply slipping a Maia straw into cold milk and enjoying its iced coffee
taste innovation!

Where to next..?
It is Unistraw's vision that everyone, everywhere, everyday will
use one of their products. Unistraw has the ability via its
technology to potentially shape future global beverage
14

consumption by filling its straw with numerous health

relatedadditives; flavors, vitamins, medications, and more.
The key consumer trends for the global food industry have been
identified as health and convenience. These trends provide the
perfect conditions for the continued development and future
introduction of the Unistraw Delivery System to products that
simultaneously offer consumers health benefits and convenience,
and the ability to choose their preferred flavor and liquid base.
Unistraw has been congratulated internationally, winning 5
international Best New Product awards for the innovative
nature and potential of its Sipahh product. Global trend spotting
publications and market research surveys have also heaped
praise on the Sipahh product. It has also been recognized for the
multitude of opportunities for further product expansion across
a wide range of applications. A wide variety of market segments
have expressed great interest in the Unistraw Delivery System,
realizing its potential to revolutionize food, beverage and
pharmaceutical product distribution. To meet both the current
and forecast global requirements for both Sipahh Milk
Flavoring Straws and the recently launched Maia Iced Coffee
15

Straws, Unistraw International Limited has opened a

manufacturing facility in China, achieving ISO 9001,
HACCP, British Retailer Consortium, and International Food
Standard certifications.
Unistraw maintains its research and development facilities in
Australia. Unistraw International Limited is based in Sydney,
Australia.
Our future
To date more than 40 talented people have been recruited to
actualiseUnistraws strategic plan for global expansion, and to
develop new products based on the Unistraw Delivery
System.
It is our vision that everyone, everywhere; everyday will use
one of our products. Our technology platform has the potential
to shape the future of global beverage consumption.
The key consumer trends for the global food industry are health
and convenience. This provides perfect conditions for the
continued development and application of the Unistraw
Delivery System - in products that offer consumers health

16

benefits, convenience, and the ability to choose their preferred

flavour and liquid base.
We have been recognised internationally for the innovative
nature and potential of the Unistraw Delivery System. In
light of this, a wide variety of market leaders have expressed
their interest in the Unistraw Delivery System as a platform
to revolutionise their food, beverage and pharmaceutical product
brands.Investing in Unistraw
Maia Iced Coffee Straws are an exciting, new category of
product that turn plain milk into a delicious iced coffee - simply
by drinking through a straw!
As cold milk passes through the straw, special beads dissolve to
deliver a refreshing iced coffee experience unlike any other on the
market.
Available in four coffee flavours - Espresso, Cappuccino, Latte
and Mocha - Maia Iced Coffee Straws provide an instant, iced
coffee hit without the hassle, without the preparation, without
the mess without the kitchen or caf! Maia Iced Coffee Straws
will change the way people think of iced coffee.
17

Take a moment to refresh the spirit within - simply slip a Maia

Iced Coffee Straw into cold milk and appreciate this iced coffee
innovation!

Future products

The dynamic nature of the Unistraw Delivery System (UDS)

gives it the potential to diversify across numerous product
categories. The UDS can accommodate the current world wide
18

consumer trends toward health and convenience. Consumers in

the fast paced 21st Century are looking for quickfix solutions
that contribute to good health and well being. The functional
food category (which includes food and beverages that provide a
specific health or general nutritional benefit) is experiencing a
massive surge in interest and sales. With such interest in this
product category, the UDS can be adapted to products that
simultaneously offer consumers convenience and functional food
benefits, in their choice of liquid base.
Sipahh Milk Flavouring Straws
We are committed to extending the flavour range in our flagship
product, Sipahh Milk Flavouring Straws. The addition of new
flavours and features to the existing range will continue to
generate excitement and exceed consumer expectations.
Energy & Sports Drinks
In the not too distant future, consumers will have the ability to
boost energy levels, rehydrate, quench thirst and replenish lost
electrolytes in a convenient, take anywhere straw. An energy
19

straw that targets the professional/amateur sports and lifestyle

markets is just one of the many future directions of the Unistraw
Delivery System.
Water
There are numerous brands, packages, sizes and styles of water
on the market. Straws which add flavour, goodness or energy to
water would be enjoyed by both children and adults around the
world.
Therapeutic Applications
Aneutraceutical is a food or beverage enhanced with vitamins,
minerals, probiotics or herbal supplements. The Unistraw
Delivery System will offer consumers the ability to add
neutraceuticals to their diets by offering a convenient, long shelf
life, straw-based, consumer product.
Imagine the ease and safety of administering over-the-counter
medicines and even prescription pharmaceuticals to the young
and the elderly via the Unistraw Delivery System - a convenient,
measured and portable option to deliver even large doses
20

comfortably.
Alcohol
The Unistraw Delivery System has been identified as a perfect
way to add flavour, fun, variety and increase sales in the alcohol
ready-to-drink market.

Packaging
This blog is venturing into new territory with its first food
product review, but the technology of the Sipahh flavouring
straw caught my eye. I have a fondness for flavoured milk, so a
leapt at the chance to try this new gadget when it appeared on
my supermarket shelf (I purchased a packet of 10 straws for
AUD$4).
I first became aware of the product when it appeared on the New
Inventors, which kindly provides an online video of the Sipahh's
appearance. There are further close-ups at theUnistraw web site
which provide a good idea of the Sipahh concept.
21

The Sipahh is a clear plastic straw containing flavour beads,

which impart their yumminess as you drink. I tried a choc-mint
Sipahh with their recommended amount of plain milk, 250ml.
The first taste was surprisingly rich. It takes a while to get used
to drinking from a glass of plain milk but tasting flavoured milk.
For a while the strength was very good, but over time the beads
dissolve, and the flavour becomes weaker. With about a third of
the beads left I still had a third of the glass of milk left, but it was
too weak to drink. I suspect that voracious children would drink
fast enough that this would not be a problem, but people who
like to savour their drinks may need to start with less milk.
The Sipahh packaging and advertising emphasises the health
aspects of the product, with statements such as:
only 1/2 teaspoon of sugar
natural colours
no artifical flavours
no preservatives
and the Sipahh web site mentions that it has been approved by
FOCiS (The Federation of Canteens in Schools) for use in school
22

canteens nationally (in Australia). However, I was slightly

alarmed to find the reason for the low amount of sugar. Hidden
away in the ingredients list is the artifical sweetener sucralose,
which has only been approved in the EU since 2004. Personally,
I'd want this more clearly noted on the packaging, giving
parents the option to not expose their children to artificlal
sweeteners.
It's easy to see why this would be popular at school canteens.
They can stock a wide variety of long-lasting Sipahh straws for
sale with their more perishable regular milk. Despite its high
cost parents would probably appreciate the portion control that
the straw brings over the venerable Nestle Nesquik products.
However, as a consumer I can't recommend this product due to
its use of artificial sweeteners
LABELLING
Unistraw Internationals Sipahh Milk Flavouring Straws have
gained international success since its launch 18 months ago.
Since late 2005, contracts with food and beverage distributors in
more than 100 countries, including all the G8, have been
successfully negotiated.

23

Austrades regional director for Europe, the Middle East and

Africa, Leith Doody said Austrade has been working with
Unistraw in many markets.
The G8 economies are all large, highly competitive and
established markets, so innovation and tapping the resources
that exist for companies in those markets will help your business
achieve success in these regions - as Unistraw has discovered,
Doody said.
Unistraws CEO, Martin Chimes said the company is
determined to make history by changing the way people flavour
and fortify beverages globally.
The Unistraw Delivery System straw technology has a
multitude of applications. It also fits with the current growing
consumer trend for products that combine health and
convenience, Chimes said.
According to the company, the research and development team
are finalising a number of unique products including straws
that will flavour water, as well as deliver medication, probiotics
and neutraceuticals.
Unistraws trading model has attracted interest from overseas
partners who represent Unistraw branded products in a specific
24

country or market. In the near future companies will be able to

license the Unistraw Delivery System to deliver their own
product formulations and brands in new ways. Several
international market leaders are interested in engaging
Unistraw as a platform to revolutionise their own food, beverage
and pharmaceutical product brand
Goods

Drinking Straws Containing Nutritional

and/or

Supplements For Medical Purposes

Services:

Drinking Straws Drinking Straws

Serial

Containing Flavouring For Beverages

79029537

Number:
Registration 3344462
Number:
Filing Date:
Last

Mar 21, 2006

Unistraw Patent Holdings Limited

Applicant(s) U0195, Jalan Merdeka

/

87007 Federal Territory of Labuan MY

Owner(s) of
Record

25

Related

Pharmaceuticals, Furniture and Articles Not

Products:

Otherwise Classified, Staple Foods

This is a brand page for the SIPAHH trademark by Unistraw

Patent Holdings Limited in FEDERAL TERRITORY OF
LABUAN, , . Write a review about a product or service
associated with this SIPAHH trademark. Or, contact the
ownerUnistraw Patent Holdings Limited of
the SIPAHH trademark by filing a request to communicate
with the Legal Correspondent for licensing, use, and/or
questions related to the SIPAHH trademark.
On Thursday, August 05, 2004, a U.S. federal trademark
registration was filed for SIPAHH by Unistraw Patent
Holdings Limited, FEDERAL TERRITORY OF LABUAN.
The USPTO has given the SIPAHH trademark serial number
of 79006227. The current federal status of this trademark filing
is REGISTERED. The correspondent listed
for SIPAHH is Shelston IP of Level 21,, 60 Margaret Street,
Sydney NSW 2000, Australia . The SIPAHH trademark is filed
in the category of Furniture Products , Staple Food Products .
The description provided to the USPTO
for SIPAHH is Drinking straw containing flavouring for
beverages or pharmaceutical, medicinal or health products.
26

Word Mark:

SIPAHH

Status/
Status Date:

REGISTERED
3/28/2006
Estimated Renewal Deadline: March 28, 2012
See Trademark Renewal Services

Serial Number:

79006227

Filing Date:

8/5/2004

Registration Number:

3073732

Registration Date:

3/28/2006

Goods and Services:

Drinking straw containing flavouring for beverages

or pharmaceutical, medicinal or health products

Mark Description:

NOT AVAILABLE

Type Of Mark:

TradeMark

Published For
Opposition Date:

1/3/2006

Unistraw Patent Holdings Limited

Last Applicant/Owner: FEDERAL TERRITORY OF LABUAN
Why is this contact information displayed?
Mark Drawing Code:

Standard Character Mark

Design Search:

(NO DATA)

Register Type:

Principal

27

Disclaimer:

(NOT AVAILABLE)

Correspondent:

Shelston IP
Level 21,
60 Margaret Street
Sydney NSW 2000, Australia

Classification Information
Internationa
020
l Class
Code(s):
US Class
Code(s):

002, 013, 022, 025, 032, 050

Primary
Class:

Furniture, mirrors, picture frames; goods (not included

in other classes) of wood, cork, reed, cane, wicker, horn,
bone, ivory, whalebone, shell, amber, mother-of-pearl,
meerschaum and substitutes for all these materials, or
of plastics.

Class(es)
Status:

Active

First Use
Anywhere:

NOT PROVIDED

First Use In
NOT PROVIDED
Commerce:
Internationa
030
l Class
Code(s):
28

US Class
Code(s):

046

Primary
Class:

Coffee, tea, cocoa, sugar, rice, tapioca, sago, artificial

coffee; flour and preparations made from cereals, bread,
pastry and confectionery, ices; honey, treacle; yeast,
baking powder; salt, mustard; vinegar, sauces
(condiments); spices; ice.

Class(es)
Status:

Active

First Use
Anywhere:

NOT PROVIDED

First Use In
NOT PROVIDED
Commerce:

Trademarkia is the largest search engine for U.S. trademarks. Each

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