Word: milked
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...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...
...targets are Asia and Latin America. York believes China has huge potential thanks to a new version of the straw, which has been downsized to fit onto the side of the small cartons for juice or ultra-heat-treated (UHT) milk produced by global packaging giant Tetra...
...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...
...Dragging in all the friends he could find, Baron managed just in time to fill the order by hand. He lost money, but market research showed that the straws boosted Denny's milk sales by more than 50 per cent. "It meant the product had a good chance internationally," Baron says...