There was a time not too long ago when the term “functional beverages” was all the rage.
And why not? Just saying the two words offered enough pizzaz to justify a higher price and a foot of valuable shelf space. Anybody with a few bucks, access to a graphic designer, and an ability to Google “contract beverage manufacturer” can still take a swing at joining the crowded “functional beverage” market.
Drinks with enticing action tag lines garnered from paging through a Yoga book: “restore”, “calm”, “balance”. Energy drinks galore. Line extension from Gatorade: “Kickstart.”
But that card has been played to death. Now what?
Packaging solutions with a secondary function. Whether it’s box used to grow mushrooms, a box that doubles as a speaker, or a box that’s used as an insulator to force a top down freeze, functional packaging makes sense because it is a nod towards economy and resourcefulness. Functional packaging makes using the product better and easier.
So, as nICE mug founder, on this day March 1, 2015, I do hereby proclaim the rage of tomorrow will be:
Functional Beverage Containers.
Here is the second example (of what will soon be many): An edible coffee cup.
And here is the first example, a drinking glass made out of ice: