'Can' You Chill? Self-Chilled is the Major Trend in Beverage Packaging!

Related Vendors

TURCK GmbH

TRM Filter d.o.o.

Angst+Pfister AG

If Pepsi and Coke who have already taken some ‘not so very successful leaps’ in this space take an interest in adopting this technology, it would possibly revolutionize the beverage industry. These beverage giants, accounting for over 70 per cent of the global market share by volume for carbonated soft drinks amongst themselves, have proven time and again, the colossal impact they can have on the global beverage market.

The beer segment, where the positioning of the product signifying ‘ice cold’ is apt, could not stay far behind, once self-chill cans become mainstream. The question however lies in the procurement pillars of price and availability of components involved in the chilling mechanism. For major beverage brands, more than price, the question of how much can the suppliers scale up in this product, would be the major deterrent at least in the immediate future.

Unlimited Opportunities

The Chill Can is argued to be around three times costlier than a standard product. Self-chilled cans are looked at as a premium product, used mainly in conditions that do not support cold storage: such as trekking and hiking. However, large retailers can look at it as an opportunity to cut down on refrigeration costs. Once the volume penetration of these cans grow, it might facilitate some subsidization of prices, so that global beverage leaders such as Pepsi, Coke, ABinBev, Miller, etc will take interest in this invention.

If this price reduction happens, it is possible, as CEO, Joseph Company, Joseph claims, “The self-chilling can is going to take the beverage market by storm”.

While the discussions on the possibility of mass scale production of self-chill cans are in progress, several packaging products in parallel segments are making its way into the market which can change temperatures by itself. Scaldopack, an European supplier, has made a flexible stand up pouch, which up on shaking, can cool the contents by up to 130oC in three minutes. Kraft is also looking for opportunities in self-cooling of chocolate bars, and is actively looking to involve researchers in this front.

Chill Cans are Here to Stay

One thing is for sure, this technology is not giving up easily. After 17 years of its first appearance in the market, self-chilled cans are most likely to see the morning light of commercial success. The future lies in the question of availability and price. How much can the suppliers scale up? How much would the prices come down? If these questions find a favorable answer from the top can makers, then the metal can procurement is ready for the much needed thrust to sustain demand.

* The author is Domain Lead at Rigid Packaging

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