Two-in-one beverage containers double consumer options
Benjamin Punchard, senior global packaging analyst for Mintel — Packaging Digest, 5/1/2013 12:25:00 PM
Choosing a beverage is about to get harder with the recent release of a number of dual-chamber/dual-flavor bottles.
For example, Seoul Milk in South Korea has released a morning juice drink with a difference. Two different-flavored juices, totalling 280 ml, are filled into a dual-chambered bottle to give consumers a choice of orange or grape juice. The bottle is injection blow molded in PET with an internal diaphragm, which suggests that a bespoke preform with two chambers is required to create this pack. The closure has two separate flip-top sections each revealing a seal which is to be pierced with a straw. Although this pack is a gimmick that could catch a consumer’s eye on shelf, it is unclear what benefit a single dual-chambered bottle offers over two separate bottles of juice.
A second example that is perhaps a bit more fun is from Baike Beverage in China. Ha Cai Shang Cha Xia Guo (Tea and Fruit Juice) retails in an injection stretch blown PET bottle. The package holds an iced black tea in the top and a snow pear juice with rock sugar in the bottom, providing a strong color contrast between the two juices. The chambers are split by what appears to be a polypropylene fitment with a plastic straw running through the center. The straw can be moved up and down, allowing the consumer to choose between the two beverages at any time, even while drinking.
Another example of a dual beverage bottle is produced by Probiуtica Laboratуrios in Brazil. Probiotica Professional Line Protйico para Atletas Sabor Aзaн com Guaranб (Acai and Guarana Flavored Protein Drink for Athletes) retails in an extrusion blown HDPE bottle. A shrink label hides the beverage, resulting in a less attractive bottle. However, in this case a dual-chamber design is used to provide two sports drinks: Rapid Restart, a pre-workout drink containing maltodextrin, dextrose and isomaltulose, enriched with vitamins; and Amino Recovery, a post-workout drink made with hydrolyzed whey proteins that supply amino acids to complement the athlete’s protein needs.
In this case, the dual nature of the pack supports the dual positioning of the sports drinks to provide consumers with a simple, complete solution. Selling the sports drinks together rather than individually may help maximize the sales and simplify consumer’s choice in store, and provide a simple and complete solution in one package.
Though dual-beverage bottles can provide an engaging and fun solution to a consumer’s thirst, it is unlikely that many consumers will see the need for two flavor variants in a single bottle. Where this innovation is likely to find the greatest resonance is when the two beverages can provide differing, but complementary, solutions such as that given by the sports drink example above. Another suggestion could be a wake-up drink for the morning commute, combined with a relaxation drink for the commute home, or the possibility of two beverages that each answer specific, but different health needs. This could provide an appeal beyond simply fun, as well as provide stand out shelf impact to find these novel packs a sustainable niche in the beverage market.
