Consumer trial reveals Bump Cap adds up to 6 days open life to juice

 
A shot from above of multiple Bump Caps. The caps are white with green circles on the top graphics and label phrases that read: “check for freshness” and “fresh until bumpy”.
 

We all hate waste, but it’s practically inevitable when we rely solely on printed expiry dates. The current, overcautious expiry date system is based on the worst-case scenario, even though most of us store food and drinks significantly better than that, keeping them well chilled. What if there was a way to keep consumers protected and even delight them while helping them be more sustainable?

This household trial, funded by EIT Food, explored the potential of the Bump Cap, a solution we designed to transform the way consumers interact with their bottles of juice and help significantly reduce waste at home. Bump is a temperature-sensitive cap that tells you if your drink is fresh by turning bumpy when it has spoiled, based on actual storage conditions.

Bump Cap can be set up to monitor either the closed or open life of beverages, according to a brand's needs, and it is compatible with chilled drinks, as well as ambient drinks that need chilling after opening. In this trial, Bump was set up for monitoring the open life of juice, where the cap is automatically consumer-activated when it’s opened for the first time.

 
 

For this consumer trial, we added Bump Caps to bottles of orange juice by AMC Natural Drinks and gave them to 33 households to try at home. The study was conducted by consumer research agency, FieldworkHub, who also recruited all the participants in the trial, from a general population representative sample. The primary aim was to understand how the Bump Cap helps from purchase to consumption and disposal of juice. By using the Bump Cap, which was developed with leading cap manufacturer, United Caps, people could determine the exact freshness status of their juice, leading to reduced waste and extended product use. The study measured the benefits of adopting the Bump Cap for both beverage brands and the general public. Participants reported greater brand appreciation, brand switching and positive word-of-mouth towards brands who would adopt the Bump Cap.

The results from the pilot are highly encouraging!

 
A horizontal stacked bar chart shows the percentage of households that were able to extend their juice for up to six days after the current guidance.
 

Benefits to consumers

The Bump Cap has proven to be a game-changer for consumers in the following ways:

  • Shelf life extension: The Bump Cap allowed 97% of households in the trial to enjoy their orange juice beyond the current expiry advice. Some people even reported an extension of up to 6 days after ongoing use and better storage practices.

  • Waste reduction: 57% of participants admitted they don't always finish their juice before the current on-pack expiry date. By using the Bump Cap, consumers can now enjoy their juice for longer, avoiding unnecessary waste.

  • Improved storage habits: 85% agreed that the Bump Cap will encourage them to take better care in keeping their juice chilled, leading to even further waste reductions.

  • Cost savings: 67% of users agreed that the Bump Cap will save them money by preventing them from throwing away juice that is still perfectly good to drink.

Scroll through the carousel below to read consumer testimonials!

 
 

Benefits to beverage brands

The positive impact of the Bump Cap on consumers directly translates into exciting commercial and marketing benefits:

 
 

  • Increased purchases: An impressive 76% of participants agreed that having Bump Caps on juice bottles would encourage them to buy more juice, either larger bottles or more often, presenting a clear opportunity for brands to boost sales.

  • Brand appreciation: 88% of consumers said that they would appreciate brands more if they used Bump Caps, leading to enhanced brand loyalty and positive associations.

  • Brand switching: Nearly 80% of participants expressed their willingness to switch to a brand that offers Bump Caps on its bottles, indicating a competitive advantage for brands embracing this new standard in freshness information.

  • Word of mouth marketing: A whopping 94% of users are likely to tell their friends and family about the Bump Cap, further promoting brands that adopt it.

For brands in the drinks industry, the Bump Cap offers a unique opportunity to stand out in the market, reduce avoidable waste, and stimulate attractive commercial results. By providing consumers with a tool to maximise the life of their juice and promoting sustainable practices, brands can foster loyalty as well as attract new customers. The data collected during this trial demonstrates that embracing the Bump Cap can lead to positive consumer attitudes, increased purchases, and amplified word-of-mouth marketing.

So, why not join the #MimicaMovement and become a pioneer in reducing juice waste while also bringing home the commercial rewards? The Bump Cap is the way forward for savvy brands in the drinks industry.

 
Big text at the top left corner reads: "Sign up for a. a pilot or b. waiting list." On the right side is a simple illustration, a white outline of a Bump Cap with a red speech box above it.
 

Register your interest! Request a pilot with us or join the waiting list to pre-order Bump Cap here.

 
 
Ieva Hofmaneconsumer trial results, Bump Cap, EIT Food