Product release of the Sensory Straw

How would you like it if juice suddenly sprayed out inside your mouth instead of just pouring in when you drank from a package with a straw? “That would be cool”, said a majority of children and so the idea of the Sensory Straw was born. Tetra Pak Carton Ambient launched a completely new straw concept, Sensory Straw, on December 18, 2002. 

How would you like it if juice suddenly sprayed out inside your mouth instead of just pouring in when you drank from a package with a straw? “That would be cool”, said a majority of children and so the idea of the Sensory Straw was born. Tetra Pak Carton Ambient launched a completely new straw concept, Sensory Straw, on December 18, 2002. Targeted at children and young teenagers it has received extremely positive feedback in various consumer tests carried out, among others, in the UK and Australia. After having tried the Sensory Straw comments like “tickling”, “fun” and “it squirts” were spontaneously expressed, especially by the older children. From idea to product: The difference between a traditional straw and the Sensory Straw is that whilst the first is a plain tube, the Sensory Straw has a flat top with 4 small holes instead of just one big one. This configuration makes the liquid flow in 4 directions in the mouth at the same time, changing the drinking experience for the consumer. Children and young teenagers in the age group 8 to 14 are particularly sensitive to this change and really appreciate this new way of drinking. In fact, during tests, as many as 72% preferred the Sensory Straw compared to the traditional one. Added value: The Sensory Straw is ideally used with drinks such as for instance juice, nectar and flavoured milk. For consumers this new concept brings an exciting and fun drinking experience and for our customers it provides a way to differentiate and renew their existing core portion Tetra Brik Aseptic (TBA) packages and/or products, at a very limited cost. It is in fact possible to use the installed straw applicators without any technical modification. The Sensory Straw also provides customers with a unique possibility both for product niche building among the younger straw-drinking teenagers and leverage package sales in the whole straw-drinking consumer category. For retailers the Sensory Straw mainly means an opportunity to renew their existing product categories.