Word: flavorfully
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Peter Baron needed a catchy name for his latest invention, a new kind of straw that added flavor to a drink. He reckoned Suckahh was perfect. "We took it to the U.S. and we got slaughtered," admits the 58-year-old Australian inventor. "They said it was probably the worst name you could ever...
...Baron eventually came up with the more palatable Sipahh. Since launching them in late 2005, he's sold more than 500 million of the plastic straws, which are filled with flavor beads that dissolve when milk is sucked - or sipped - through them. End to end, he boasts, the straws would go twice around the world. But it's not far enough. Baron believes he can more than double his sales by putting beads of bacteria inside the straws...
...These packs are designed to preserve milk or juice without refrigeration for a year - which means all bacteria in them must be killed. York's pitch is that the new Aussie straw can not only add flavor but put the "good" bacteria back. "Tetra Pak is excited because the straw allows the package to do things it can't do today," he says. "In the next three to five years, we'd like to be selling a billion-plus straws a year...
...Baron, an industrial designer whose other products include ant-free dog bowls and shop shelving systems, says he always saw the straw as a system for delivering more than flavor. He started tinkering with the idea in 1996, after wondering why flavored milk cost so much more than the plain variety. He tried using a fat plastic straw from McDonald's and a filter made from one of his daughter's school stockings. That didn't work. He soon designed a new type of conical filter that wouldn't clog, and figured out how to create flavor beads by making...
...Taste of Success The flavored-milk straws hit Australian shelves in late 2005 and are now sold in 69 countries; Russia and China will soon join the list. Baron is also looking at flavor straws for water and fruit juice. Ingredients have been trialed that make soda water taste like Coca-Cola, and an Indian company called recently to ask if it was possible to add spicy masala flavor to the beads for mixing with orange juice. "It tasted great," Baron says of the sample batch...