Ball's self-activated straw hits Russian market in new energy drink can

16 Jul 2018 --- Ball has teamed with Ovayaco, a company that produces and supplies beverages to Moscow-based restaurant chain BlackStarBurger, to design a new stand-out can using the innovative Strawster technology. Strawster is a modern gadget available exclusively in Ball’s 25cl slim can which features a self-activated straw that “magically” appears once the tab of the can is engaged. The partnership cites the increasing demand for ready-to-drink beverages and energy drinks in Russia as the drive behind the collaboration.

“We chose the Strawster as it is both unique and fun and allows us to offer something different to other energy drinks brands on the market,” says Ilya Manthay, General Manager at Ovayako. “The new packaging has great prospects, as it is convenient, safe and environmentally friendly. Flavor innovation is key for differentiation in the energy drinks market and we feel the caramel flavor is both unique and delicious.”

Veronique Stephan, Vice President Commercial at Ball adds: “Ball is seeing a growing demand for the Strawster technology with a wide variety of fillers opting for the solution. It is truly unique and offers a fun and convenient drinking experience for consumers. We are also seeing more and more customers experimenting with new flavors and looking for ways to deliver them in packaging that reflects their distinctive taste.”

Ovayaco has introduced a new caramel flavored energy drink called NRGet to the Russian market. The drink’s functionality is based on five natural extracts of guarana, ginseng, eleutherococcus, maral root and St. John's wort. Ball and Ovayaco have successfully cooperated in the past, with the creation of a 33-centiliter Sleek Cola can for the Russian burger chain in 2017.

Produced in the Belgrade, Serbia, plant and then supplied to Moscow, the drink uses Ball’s award-winning, 25cl slim Strawster can. Demonstrating innovation in the beverage packaging market, the Strawster can has become a popular solution for a number of fillers, including ready-to-drink and on-the-go beverages.

To further advance Strawster's appeal, Ball can also laser logos, simple images and messages directly onto the exterior of the straw, offering a fantastic point of difference to customers.

The cans will firstly be sold in fast food restaurants, later followed by supermarkets.