On-the-go pop-up straw makes its debut

By Jenny EAGLE

- Last updated on GMT

Ball's Magic Straw Can
Ball's Magic Straw Can

Related tags Ball packaging europe Drink Alcoholic beverage Coffee

Ball Packaging Europe has launched a Magic Straw Can targeting children and young adults, who have a preference for on-the-go consumption or consumer sweeter drinks outdoors.

Offering a ‘wow’ or ‘surprise effect’ when the straw pops up out of the can when it is opened, the technology has marketing potential for brand logos or promotional codes.

In terms of production process, Benoit Hirszowski, director of marketing at Ball Packaging Europe, said the magic straw requires an additional production module at the factory.

Drinktec 2013

It’s not as fast as the production of standard cans, which is very fast with over 2,000 cans per minute. However, it is still an efficient way to produce these cans​,” he said.

Ball is currently the only supplier who can offer the device to customers and it will be showcased at trade fair Drinktec, in September in Munich, Germany.

As the straw pops up automatically from within the container when the can is opened, complex attachments to the sidewall become unnecessary​,” added Hirszowski.

Hygienic packaging

It is a very convenient and at the same time very hygienic packaging solution. We believe it could very well support the marketing of non-alcoholic beverages such as juices​.

However, it could also be a good fit for young party people who enjoy a sparkling wine or a mix drink such as a Hugo or Sprizzer from the can​.”

Other highlights at Drinktec include Ball’s aluminum bottle with long-neck designed in eight colors, including gold and silver and the Alumi-Tek bottle with its re-sealable twist cap.

With our aluminum bottles, beverage makers have an opportunity to stand out at the point of sale – particularly with their premium products​,” added Hirszowski.

This high-caliber combination of bottle and can is particularly suitable for beer or mixed spirit-based beverages​.”

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