easyflo-360 cup
Creating a breakthrough competitor to the market leader
Getting in a spin….
Toddler Cups are dominated by two formats; spouts with valves, and 360 lip seal cups. The market leader; Munchkin, had a formidable cup, and tommee tippee needed a competitive offering, something that could offer a superior advantage to the consumer at an affordable price point.
Superior Performance
Using Finite Element Analysis (FEA), normally deployed on aircraft and structures, the team developed a lip-seal design that would offer superior performance for toddlers, by making it easier to drink and activate; without spilling.
Unlike it’s competitors, the valve was a single piece; which makes it significantly easier for parents to keep clean.
We tested the cup with toddlers
Who loved it (of course they did). And it's spill proof magic
Materials
But making it was another challenge. Unlike the competitors, our valve was designed to be one-piece; able to washed and cleaned by parents without any hassle.
Bonding silicone to food grade plastics is difficult and the team and our partners looked for a solution before settling on a PPSU disc.
Cost Model
I introduced tendering and bill-of-material level cost modelling which aided the selection of materials, the supplier base and reduced the risk to the project.
Without this tool, our original material and design choices would have been too expensive for our customers.
Packaging
Our unusual pack design allowed us to show off both the single piece valve, and the additional travel cap whilst reducing instore theft and use of plastics.