Squeeze Play
Pamela Accetta Smith
Senior Editor
(847) 405-4069

Certain foods like yogurt just got a lot more convenient with the introduction of CrushPak® “go spoonless” containers.
“CrushPak allows consumers to access products immediately, with or without a spoon,” says Paul Adams, chief executive officer of New Zealand-based Inveratek, developer of the new technology that is now available for licensing in the United States and Europe. The packaging consists of a compressible, accordian-like cup that enables consumers to squeeze viscous content into their mouths, eliminating the need for a spoon.
Rather than building a spoon into the lid (which is a complete waste of material, if you ask me), CrushPak allows you to either use your own spoon or squeeze the product right into your mouth. “It can be manufactured on existing form-fill-seal or pre-forming equipment and requires no special tooling or materials,” Adams says. “In fact, CrushPak’s unique design means less plastic is used.”
Thirty-six percent less. Not bad — not bad at all.
The patented CrushPak container is especially suited for foods like yogurt that are thick or viscous. It can be used without a spoon (as a squeeze-pack), with a spoon or as a product dispenser. “The flat-bottom package with accordion-like fans is distinctive and stands out on the shelf,” Adams says. “It truly is a revolution in packaging technology — one pack offers consumers three different ways to eat their favorite foods. It also enables manufacturers to create new consumption opportunities and opens new markets and channels for existing products.”
To me, it really seems to be the ideal platform to launch innovative products for today’s on-the-go, environmentally conscious and health-focused consumer. First utilized for a youth-focused yogurt brand in October 2006 by Fonterra New Zealand, the world’s largest dairy exporter, the distinctive CrushPak look, design and “go spoonless” option has been a proven winner with moms and kids alike.
“Products in CrushPak containers can be frozen, staying chilled and ready-to-eat at lunchtime — and Mom doesn’t have to add the spoon anymore,” says Adams, whose company looks to ride the school focus on healthy foods. “Best of all, kids like to eat from CrushPak containers because it’s fun.”
CrushPak has been so successful, Adams says, that Fonterra launched a second product in February under its flagship Calci-Yum brand, which is also exceeding sales expectations. “The consumer response has been overwhelming,” he says. “There are so many possibilities, and the ideas for using CrushPak just keep coming.”
CrushPak is available for license from Inveratek (www.inveratek.com), an industrial design and product marketing firm that develops and licenses patented technologies. Additional information on CrushPak can be found at www.crushpak.com or by contacting Paul Adams at Inveratek, p.adams@inveratek.com or (888) 947-8880.
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