
Miller recently introduced a new can design that incorporates a breathing hole on top. This design allows the consumer to punch a hole at the top to reduce / eliminate gulping.
While this seems like a noble idea, we see numerous problems with this package.
Is Gulping a Consumer Problem?
The answer is a strong yes. However, this is the wrong category, and the wrong package. Gulping can be a huge consumer problem for family packs with sizes up to a gallon and beyond.
However, gulping is mostly a non-problem when it comes to drink-from packages and portion packs. Why is that? Because the consumer, using different drinking modes, can adapt to the opening to regulate gulping.
While gulping can indeed be a consumer problem in some portion packs and drink-from packages, gulping is a real problem when it comes to family packs.
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