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Pouch shakes up powdered-beverage category

By Jenni Spinner+

02-Jun-2014

The BlenderPak flexible beverage package from Perimeter Brand Packaging contains a mesh to facilitate mixing of powdered beverages.
The BlenderPak flexible beverage package from Perimeter Brand Packaging contains a mesh to facilitate mixing of powdered beverages.

Perimeter Brand Packaging has come up with a single-serve beverage pouch with an inner mesh to facilitate mixing of powdered drinks.

The BlenderPak pouch is geared toward single-serve, just-add-water beverages. An inner rigid fitment that serves two purposes: it makes it easier for consumers to grip the pouch, and it breaks up clumps of powdered drink mix during the shaking process.

Consumer convenience

Steve Callahan, president of Perimeter Brand Packaging, told FoodProductionDaily the pouch fills the bill for consumers wanting convenience and freshness. 

"Consumers are increasingly looking for on-the-go products; the only portable solution for many powdered products are small on-the-go powder sticks the consumer needs to add to a water bottle,” he said. “Adding powder to water is not the best mixing method—it’s better to start with the powder and then add water for a well-mixed beverage.”

Callahan added the pouch is better for consumers thirsty for shakes than ready-to-drink bottles. Whereas ready-to-drink shakes must be refrigerated until the consumer wants to consume them, the BlenderPak makes it possible to keep the beverage at ambient temperatures, then add cold water when it’s time to drink.

Mixing it up

The mixing mesh, according to Callahan, leads to a smoother, better-mixed beverage than stick packs added to bottles of water. The pouch is designed to be pre-filled with one serving of beverage powder, so the consumer (instead of measuring) just needs to fill the container with water, shake to mix, and drink.

During the testing process, the Perimeter Brand Packaging team worked with a range of beverage powders, including protein drinks, meal replacement beverages, sugared drinks, and other products. Callahan said the packaging performed well in tests, and it resonated with consumers consulted during concept and design phases.

The consumers polled laid out several factors they feel are important in powdered beverages, including elimination of measuring scoops, cutting out mess, thorough mixing, and portability. The BlenderPak, Callahan said, hit those marks.

"Convenience is king for consumers," said Callahan. "BlenderPak is an easy way for powder brands to reach consumers and make it easier to consume their products away from home." 

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