Share Capital Additional(Details 1) (Endorsement Agreement, USD $)	3 Months Ended	6 Months Ended
	Jan. 31, 2013	Jan. 31, 2013
Endorsement Agreement
Common stock issued for endorsement agreements, shares		3,070,000
Marketing Expense	$ 300,000	$ 393,000
Additional Common stock issued for endorsement agreements, shares		955,000