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September 23, 2005
NEW YORK -- Javalution Coffee, maker of functional
coffees, is taking the leap into the latest cutting-edge packaging technology
first seen earlier this year with the Wolfgang Puck line of lattes in
self-heating, single-serve containers.
The
two-year-old Fort Lauderdale maker of premium gourmet coffees markets the
JavaFit brand, a line of coffees with health benefits, including mental clarity
(JavaFit Mind), energy booster (JavaFit Energy), fat-burner (JavaFit Burn and
Extreme Burn) as well as pleasure enhancer (JavaFit Pleasure).
"We think the self-heating containers will revolutionize the way
people eat. People are spending more and more time on the go, commuting, in the
car, always en route to somewhere," said Gill Cuffy, director of marketing at
Javalution. "No one has access to a microwave on the go. So now, you press a
button on the container and minutes later, you have a steaming cup of coffee
wherever you happen to be. It even fits in auto cup-holders."
Launching early next year, Javalution will first offer JavaFit Burn
and JavaFit Burn Extreme in 10-ounce self-heat containers and will later phase
in its calcium and vitamin-fortified coffees. "This is a major investment for
our fledgling company. But we're convinced it will pay off," said Cuffy.
Javalution hopes to mimic the success of Puck's
four-SKU gourmet latte brand, which launched in Kroger's and a few Target stores
in January. "They're flying off the shelves and now Target will roll Puck's
brand at all Targets nationwide," said Dan Gibbs, co-inventor and vp-business
development for OnTech Delaware, San Diego, the company that invented the
container, which took 11 years and $45 million to develop.
Retailing for about $2.39 (think the cost of Java at Starbuck's), the
container is shelf-stable, does not require refrigeration prior to opening and
is specially designed to keep beverages, soups and even baby food hot for up to
30 minutes. It has three main components: the plastic cup, an inner plastic cone
and the actuating "puck." The inner cone holds the mineral calcium oxide or
"quicktime" which is used in the heating process, and the outer container body
holds the product. The puck, which holds the water, fits inside the cone and is
sealed by a tamper-proof metal end. It heats to about 145 degrees Fahrenheit in
minutes.
"Starbuck's has proven that folks are
willing to pay a premium price for premium coffee. Not only are they gourmet
brands but now Puck and JavaFit can deliver the ultimate convenience and
portability," said Gibbs.
--Sonia Reyes
Ingrid B
On The B Side Inc.
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