Despite his efforts to debunk claims of secrecy, Mr Finnin was unable to furnish any proof of Firepower's technology, any scientific work or even put on show the revolutionary pill itself.

The enigmatic Perth-based founder and major shareholder of Firepower, Tim Johnstone, was not at the press conference to answer questions about his relationship with colourful West Australian entrepreneur Warren Anderson.

"There is a rising demand world-wide for our product," said Mr Finnin, who met the principals of the infamous Jordanian trucking company Alia when he was an Austrade executive in 2003.

Austrade, mysteriously, appears to have played quite a role in the "success" of Firepower. It provided the group with almost $400,000 in development grants.

Like Coca-Cola, Mr Finnin said, Firepower was not willing to reveal the secret ingredients in its products.

"Who invented it?" asked a journalist.

"I don't know who invented it," responded Mr Finnin.

Journalist: "You don't know who invented it and you are the CEO of the company?"

"Absolutely," said Mr Finnin, momentarily looking over at his public relations operative for help. "Brian, are you ...?"

The pill had not been patented, Mr Finnin confirmed, as Firepower was reluctant to risk its revolutionary technology being stolen by a rival. Even so, after struggling for an answer as to where the pill was made, he replied, "In a variety of places".