Yummy Yummy: A Test Tube of Amino Acids!

By Ron Romanik

The Profect protein beverage "vials" may bring to mind positive associations with medicine and healing, and entice wary consumers to give it a try.

A first instinctual response when you hear the words "protein" and "beverage" in the same sentence is probably not "Wow!" —more like "Yuck!" It is questionable how influential the "Tastes Great!" claim on the label is to a rightfully suspicious new user.

The natural resistance to something so unnatural must be overcome as quickly as it grips a potential user. To turn suspicion completely around into confidence might take a minor miracle for some. But it could hardly be done better in this supplement category than Protica Nutrition Research did for its concentrated, advanced formula Profect® protein drink—the first capsulized food(tm), according to the company.

There are many interesting aspects to this product and packaging, but one fact that puts the whole endeavor into perspective is the valuable medicinal, or clinical, application of the product. As was the business plan, doctors are strongly recommending the new product to aid in quick recovery from certain surgeries, such as a gastric bypass. The active ingredient in Profect, Actinase®, is a complete, enzymatically hydrolyzed, hypoallergenic formula containing all essential amino acids.

Jim Duffy, president of Protica Inc., is very satisfied with how the product is being received in all environments, almost entirely by word of mouth at this point. "Somehow the message is propagating," Duffy says. "When people find something they love, they want to share it."

Instant confidence

The product is also rolling out as a consumer nutritional supplement drink, available online and beginning distribution through private label agreements at health food stores, gyms, and supermarkets. It's one thing when a doctor tells you to use a product, but how could you entice John Q. Public to try this unusual product?

Answer: By designing a package that defies all expectations, and one that doesn't stand up in a conventional manner, of course. Consumer confidence in Profect springs first from scientific implications of the test-tube shape, then from the thick-walled structure, then from the also-thick, tamper-evident cap, developed specifically for Protica by Silgan Plastics. Running vertically on the label is another confidence-inducing boast: "Virtually Unbreakable Container (Patent Pending)."

Perfecting the structure, or "vial," took some time as Duffy felt it was essential to manufacture the tube with the outer and inner walls as parallel to each other as possible on a 6 3/4" translucent, polypropylene tube that holds 2.9 fluid ounces. One reason for this was to give the shrink-sleeve label an even surface to adhere to, so it wouldn't slip off the smooth outer surface as the temperature changed, like when refrigerated. Though Duffy says that this goal was achieved, an extra dab of heat-activated glue secures the gravure-printed label on the vial.

The thick-walled tube design also has minimal expansion (less than 1 mm in diameter) when hot-filled. Though most users will down the beverage quickly in one or two gulps, the screw cap does provide a secure seal when reclosing it for later use.

As is becoming the custom on nutrition-conscious packaging, the Profect label lists the protein, fat, and carbs content in grams prominently on the label. The four flavors of Profect contain 25 g protein, 0 g fat, and 0 g carbs, and have—truth be known—a rather pleasant taste for a liquid that has not a trace of sugar or a molecule of carbohydrate.

This handy metal carrying case began as a promotional piece, but it may remain a permanent offering on the Profect website.

Portability with style

And what do you use to store your virtually unbreakable vials? Well, an even more indestructible metal case, of course. In a stroke of inspired marketing, you can order a custom-designed carrying case for four vials of your precious beverages. This case, manufactured by T.Z. Case in California, more resembles a bulletproof security briefcase often carried by bodyguards in spy thriller movies.

However, it's surprising how quickly I got over the peculiar ostentatiousness of the case and began looking at it in a purely functional way. And testimonials are trickling in about consumers finding other uses for the case, as well as for the vials. These "after-uses" always help promote the brand by extending the exposure of the brand name.

The extra confidence of the metal case does not come cheap, but the hefty price on the sturdy-but-not-so-hefty case (only 1.5 lbs. empty) is not as discouraging as one might guess, as orders keep increasing without any marketing campaign. There are other ways to store your Profect product (like the one pictured here), and more are in the works. Duffy purposely designed the cap area wider than the tube with a raised "collar" so that the tubes could be slipped either into novel store displays or into space-efficient refrigerator racks.

The logo treatment conceived by artist Rick Fernandez contains a modern and scientific wordmark over curling waves that are self-consciously un-Swoosh-y. Though there has been some concern expressed about the "techiness" of the overall package presentation, there has been no official complaint filed about the un-self-consciously phallic form—yet. Whether it is phallic as a result of the functionality of the design, a result of an edgy sports drink category strategy, or a result of purposeful association with the vitality the product provides, I don't feel ashamed to say: "Wow! What a package!" (Visit www.protica.com and www.profect.com).