Self-chilling beverage can launched in US

Californian beverage group Joseph Company International is launching its self-chilling beverage can in the US in March 2012.

The self-chilling can will contain the company’s energy drink, West Coast Chill, which is reportedly based on natural ingredients and contains no sugar or caffeine.

West Coast Chill energy drink in the self-chilling can.

In research and development for over 18 years, Joseph Company’s Microcool technology has received multiple awards for its design. Despite initial environmental issues - the original technology contained the CFC Freon HFC134A - the technology is now “eco-friendly”, according to the company, using “CO₂ reclaimed from the atmosphere and activated carbon ascertained from a renewable vegetable source.”

To initiate cooling, consumers press a button on the base of the can, and within 3 minutes the temperature will drop by 30ºF, according to a press release issued by the company. Promoted under the catch-phrase “The Ice Age is Over”, the company claims this technology will revolutionise the beverage industry.

Joseph Company claims it will provide recycling bins specifically for West Coast Chill cans so they can be re-used.