European drinks can manufacturer Ball Packaging has introduced a labelled drinking straw that emerges from the can when opened.
The company believes that the straw adds a unique effect and offers convenience for consumers, while also providing advertising potential for manufacturers.
When the can opens, a drinking straw automatically extends from it and the small opening for the straw helps prevent contamination of the contents.
The opening also protects drinks from being spiked and cuts down the amount of liquid that escapes if the can is accidentally knocked over.
Ball Europe marketing director Benoit Hirszowski said that the company can print logos or promotional codes directly onto the straw with the help of a laser.
"Initial market surveys conducted in Spain and the UK indicate that the new can is widely accepted, especially among young consumers," he added. "Our new concept combining the drink can with a straw is attracting the attention of beverage manufacturers."
Introduction of the magic straw is easy as it does not require changes to a standard can filling line.
Image: Ball’s new drinking straw emerges from the can when opened. Photo: courtesy of Ball Corporation.