A SENSORY STRAW FOR A UNIQUE DRINKING EXPERIENCE
There’s nothing quite like Nestlé Milo for the young generation in many countries around the world. A big part of its success is that there’s also nothing quite like Milo’s distinctive sensory straw with its smart modification in design providing a unique drinking experience.
The current Milo straw, however, is plastic, and Nestlé is replacing plastic straws with paper ones. But we don’t want to take away the fun for young Milo drinkers in the process.
We are looking for partners to help us create a completely new sensory straw made of paper, or some other recyclable non-plastic material, that will be even more appealing than its plastic predecessor. A straw that will continue to deliver the unique Milo drinking experience: the fun, the taste and smell that kids love so much.
We are not looking for straw-less packaging, re-usable, flavoured or edible straws, or anything that will modify the actual taste or smell of Milo. Nor are we looking for a solution that turns the straw into a toy.
We want creative ideas for a straw design that will improve the Milo drinking experience, ideally demonstrated via a functional concept or prototype which can:
- Be attached and sold with an aseptic carton 180-200ml
- Deliver a sensorial experience during product consumption
- Be produced cost-effectively and in very large quantities
- Be fully recyclable
It should also be unique and patentable, machinable, easy to use and able to meet stringent food and child safety standards. The ideal submission should explain why you have chosen the specific material, its recycling, composting, and sustainability details, and explain why your design will make it such fun to drink for the target group of children (aged 6- 12 years old). Consumer tests will be conducted in our pilot market Vietnam to validate acceptability.
If you have any questions about this challenge, you can get in touch with Yves here
Why it matters
Plastic straws are a global problem. They are difficult to recycle and most don’t decompose or biodegrade when they are finished with. Those that end up in landfill or in ocean can be there for hundreds of years. More and more consumers are uncomfortable about buying single-use plastic products. If we can find a way to make paper straws just as easy to use than plastic straws, then the public will be happier to play their part in dealing with this pressing issue.
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