Palencia Fast Drinks Company, based in Venta de Baños, debuts at self-heating beverage market with its product line 2GO. Say goodbye to the microwave because they now have a coffee or hot soup is as easy as you click and wait three minutes. Sounds strange but behind this curious beverage is a simple chemical reaction: the can is divided into three compartments, for drinking, calcium oxide and water. Pulling the sheet and pressing the base sheet breaks separating the calcium oxide the water, so that three minutes is generated in an exothermic reaction (produces heat). The properties can help keep the heat for twenty minutes.
Although other companies had already tried their luck in this area, only Fast Drinks achieved take root in our country with the reinvention of an existing idea.
When 2GB is born?
This self-heating product range was not released until 2009, when it began to be marketed. However, Fast Drinks and had four years of research behind them, then in 2005 began to consider how to develop a package that warm liquids.
Competition
The pioneer in taking the self-heating formula was the American WP Beverage Partners, who introduced this particular brand can in Wolfgang Puck back in 2004. Later, the idea came to Europe, namely UK, Nestlé UK’s hand. In Spain, the Italian “Hot Hot” also tried his hand, though his self-heating drinks did not get very far.
Drinks Fast has known how to fill the gap that these initiatives had left on the market and we could say are here to stay.
Diversification of supply
Black coffee, cappuccino, chocolate, lemon tea or broth were varieties that made this range of drinks first.But since last December, Fast Drinks has a new ally: Self heating the wine. It is a variety of hot wine, which the Germans called Glühwein, very typical in Central European countries, where it is consumed mainly in winter. For now, this latest venture of Fast Drinks only available in Holland and France, even if you play with the market expansion in the Nordic countries and Germany.
Differentiator
An innovative product and cheaply (1 ‘, 5 euros) justify the success of 2go. Although he had experimented with self-heating containers years ago, the Spanish brand are insulated to keep you burn and 100% recyclable.
Export and Distribution Points
2go is present in a multitude of countries, among which are Sweden, Australia, Russia, Dubai, Egypt, Japan, Turkey, Germany, France and, of course, Spain. They have momentum channel distributors and food, but you can find in gas stations in our country.
Perhaps the Spanish culture is not much given to drink coffee in the street, although the volume of sales that the company has achieved so far says just the opposite. Either way, we encounter the concept of revolution SHC (Self-heating can) or can self-heating and this has only just begun.
