US firm to invest $1M in local marketing of new fuel additive

US-based Essentially Yours Industries (International) Ltd. will invest $1 million to locally market a new fuel additive that would allow consumers savings of as much as 16 percent in their fuel mileage.

In a press briefing Friday, EYI president and CEO Dori James O’Neil said they normally spend this amount to get through a specific market. EYI has 12 years experience in developing and introducing fuel additives.

Its "Ultimate ME2" (Ultimate Mileage and Ecology Squared) product is a liquid fuel performance-enhancing additive that has been tested by a recognized independent laboratory in the United States. It is compatible with gasoline, diesel and biofuels, and reduces global-warming emissions.

O’Neil said this is the first time they would offer Ultimate ME2 in Asia.

"We’re bringing this in Asia for the first time. We decided that the Philippines has the largest population that speaks English where we can explain our product," he said.

In three weeks’ time, O’Neil said the product, which is already being sold in the US and Canada, will be launched in various retail outlets through its sole Philippine distributor, Orientrends Inc.

Eventually, the company plans to penetrate other Asian markets such as Hong Kong, China and Malaysia .

Orientrends president Raul Bautista said they would initially make available some 9,000 bottles (14 ounces) of Ultimate ME2 to the local market.

The price has yet to be determined but in the US, a 14-ounce bottle costs between $36.95 to $44.95.

An independent test conducted in the US showed that the product would result in 44 percent reduction in oxides of nitrogen emissions, 33 percent reduction in carbon monoxide and seven percent reduction in hydrocarbon emissions.

Backed with a number of tests, O’Neil said their product would compete well with other existing fuel additives in the local market.