Brain Twist Bolsters New Defense Drink With FreshCan® Technology

The Defense supplement drink is the first beverage to use FreshCan technology, and the can had to emphasize that fact. The "wedge" (above) inside FreshCan-equipped beverage cans opens when the pressure drops, releasing the supplement inside. For a video demonstration, visit www.brain-twist.com/defense.htm

Vitamin and mineral supplement drinks have a distinct problem. The potency and effectiveness of ingredients in solution decline over time. Ball Packaging Europe and Degussa FreshTech Beverages have been working on a way around this problem, and recently patented a technology called FreshCan®.

Freshcan is a beverage system that contains an air- and water-tight plastic container called the FreshCan Wedge™. The Wedge holds dry and stable supplements inside as it floats in the beverage. The trick is that the FreshCan Wedge opens simultaneously as the consumer opens the can, releasing the supplements into the beverage.

Ball Packaging licensed this technology exclusively to Degussa, and beverage innovators Brain Twist saw an opportunity. Larry Trachtenbroit, president and CEO of Brain Twist, saw the potential to make a splash by being the first-to-market with this system, which has advantages that are both fun and practical. "We're really able to provide an efficacious amount of product," explains Trachtenbroit, who knew the immune-boosting Defense product would be perfect for the introduction of the technology.

Before opening, consumers notice a clinking sound as the floating wedge hit the side of the can. Upon opening, there's a bit of an extra "pop" and substantial fizz. The fizz that occurs is not carbonation, but sodium bicarbonate like that in Alka Seltzer. This helps the vitamins and minerals to dissolve, and also adds a bit of interest. "We're building anticipation," Trachtenbroit says.

The working principle of the FreshCan system is pressure difference. Opening the can results in an immediate pressure drop inside the can. Because of its special design and construction, the wedge can not quickly adjust to this sudden pressure drop, so its lid pops off immediately. The water-sensitive ingredient (whatever is in the wedge) is automatically released into the beverage, dissolves, and is ready for consumption. For the Defense drink, they recommend 30 seconds to completely dissolve the supplements.

What is inside the can?

"The hardest part of this is communicating what's inside the can," Trachtenbroit says. Brain Twist's internal designers, Nicolas Molina and Han Zhang, crafted all the elements on the can to let consumers know that this can holds something different. The illustration of the Wedge is visible at whatever angle the can is held. The "FreshCan Technology Inside" icon is not unconsciously akin to the "Intel Inside" logo of computer fame.

The Wedge is shown open, with bubbles rising out of it. The names of the vitamins and minerals are also rising with the bubbles. On the back are two panels situated at opposite angles, to educate consumers about the new technology inside. The "Clink, Clink, Clink" panel explains that the unusual sound is due to the "wedge" inside. And "Fresh in 30 Seconds" explains the recommended 30 second wait. The beverage is also sweetened lightly, for flavor.

One 14.5-oz. can of Defense retails for $2.49 at 7-Eleven convenience stores and $26.99 for 12 cans online at amazon.com. Brain Twist calls Defense the first true "functional" beverage that helps defend users against germs, able to deliver on a promise of fresh ingredients mixed at the time of consumption. "We envision a whole new platform of functional beverage products based on FreshCan technology," says Trachtenbroit.