How Many Cans Of Formula Does A Baby Go Through Food That Cooks Itself

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Food That Cooks Itself

Eating in the car has become almost essential for our busy lifestyles. Not surprisingly, food manufacturers have realized this fact. Now, if you don’t have time to stop for a French Vanilla Latte, just bring a can to warm yourself up.

Celebrity chef Wolfgang Puck has introduced a new range of lattes with a twist. Press the plastic button at the bottom of the can and the coffee warms up to a delicious 145 degrees.

OnTech, the California company that makes the can, calls it “The Packaging of the Future.” OnTech is the first company in North America to produce self-heating cans. Wolfgang Puck’s latte range is the earliest product launched in these innovative containers.

As the trend for grocery convenience and portability grows, industry experts predict that more foods will appear in self-heating cans. Expect coffee, tea, soups, cocoa, infant formula and even alcoholic beverages.

Although the technology seems simple, OnTech took seven years and $24 million to develop. After activating the button, the water is let into the inner cone of the can, which contains the mineral calcium oxide, or quicklime. The resulting chemical reaction heats the coffee or other liquid in about 6-8 minutes.

According to Jonathan Weisz, CEO of OnTech, there’s no prep, mixing, or cleanup required. Consumers simply press a button, wait a few minutes for the product to heat up, open the container and enjoy.

Consumers will no doubt warm to the idea. If you’re running late for work, just warm up some oatmeal and coffee in the car. Weisz predicts, “It’s going to be a huge part of society in the United States. In two years, everyone will be drinking from self-heating containers.”

OnTech plans to market its Hillside Coffee brand on QVC later this year. The introduction of hot chocolate will follow soon.

Similar products in other countries have had limited success. A few years ago, Nestlé launched a self-heating canned coffee in Europe. The can had problems heating and sales were less than impressive. The product was then discontinued. Self-heating ramen noodle bowls are currently available in Japan.

The potential market for similar goods in this country is evident from the success of convenience products such as Campbell’s Soup at Hand, which requires heating in a microwave oven. Now imagine reheating the same soup, no microwave required.

How much additional consumers are willing to pay for the new packaging remains to be seen. But there’s always a market for convenience, even at a higher price. Another obstacle is educating the public about the use of the new modern cans.

According to demographic projections, the amount of time Americans spend in their cars is at an all-time high. Food manufacturers are adapting on-the-go snacks and breakfast cereals to fit into car cup holders. Hot soups and oatmeal can’t be far behind.

I have a feeling we’re wondering how we ever lived without self-heating cans. Like pop tops, tea bags and instant coffee.

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