Ideo/Samuel Adam’s Beer Can & Budweiser Bowtie-Shaped Can

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Samuel Adams engaged Ideo to undertake research and development into a new can, which was honed with the help of sensory expert Roy Desrochers from GEI consultants.

One of the findings was that much of what is perceived to be taste is actually smell, so the opening has been moved slightly further away from the edge of the lid and nearer to the drinker’s nose to help accentuate hop aromas.

A flared lip and wider top have been introduced in an attempt to emulate drinking from a glass, delivering ‘a more pronounced, more balanced flavour experience’ according to Desrochers, who says the extended lip makes the drinking experience ‘smoother and more comfortable.’

An hourglass ridge creates turbulence ‘to push out the flavour of the beer’ according to Samual Adams, which says that all of the modifications to a standard can design work in concert to improve airflow and aroma.

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Prototype on the right

The can was tested to assess how it impacts flavour, and how its ergonomic form controls flow and the way beer hits taste receptors on the drinker’s tongue.

Samuel Adams is saying the difference between the new can and a standard one ‘will be modest’ but drinkers should notice the difference.

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When the format launches in the US this summer it will be the first time Samuel Adams has been available in a can.

Founder and brewer Jim Koch says, ‘I wasn’t convinced that Boston Lager would taste as good as it does from a bottle.’

In other beer-can news, Budweiser is set to launch a bowtie-shaped can, which is structured to mirror the brand’s logo.

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The can will launch in the US next month, but will not be available in other countries.

Pat McGauley, vice president of innovation for Anheuser-Busch, Budweiser’s parent company, says, ‘This can is incomparable, like nothing you’ve ever seen before.’

He adds, ‘We explored various shapes that would be distinguishable in the marketplace, but also viable from an engineering standpoint. Aluminium can be stretched only about 10 per cent without fracturing, which requires that the angles of the bowtie be very precise’.

According to Budweiser, the development of the can by Anheuser-Busch engineers required ‘major equipment investments’ at Budweiser’s can-making facility in Newburgh, New York.

It adds, ‘Significant capital investments also were required to upgrade packaging lines at the Budweiser breweries in Los Angeles and Williamsburg, Virginia, the first breweries with capability to package this unique can innovation’.

The can, which has been in development since 2010, will only be available in eight-packs, and will not replace the traditional Budweiser can.

The slimmer design means the new cans hold 11.3 ounces of beer compared to the traditional can’s 12 ounces.

The brand says there is ‘no written documentation on the origins of the Budweiser bowtie’, but that the double-triangle bowtie logo was introduces to emphasise the full Budweiser name ‘when too many people were using the “Bud” bar call too frequently’.

The brand says the bowtie symbol was first used in a Budweiser national advertising campaign in 1956.

The launch of the can on 6 May is being supported with a marketing campaign that includes digital, print and television. It will be available in US grocery stores, supermarkets, convenience stores and liquor stores, according to the brand.

Via Design Week

Annunci

L’agronuvola che rispetta le coltivazioni

di Luca Dello Iacovo

Superati i confini urbani di Tokyo i campi di riso scolpiscono il paesaggio inquadrato dai finestrini del treno superveloce Skinkansen. In Giappone sono 6,7 milioni le famiglie impegnate nell’agricoltura secondo le rilevazioni del ministero degli Affari interni. Il progressivo invecchiamento della popolazione ha aperto interrogativi sulla trasmissione della tradizione imprenditoriale ereditata dalle coltivazioni. La domanda è come trasmettere conoscenze alle generazioni più giovani. E la risposta arriva dall’agrocloud. In dieci luoghi è attivo un progetto sperimentale per il monitoraggio in tempo reale: gli operatori nei campi fotografano le piante attraverso un’applicazione installata su un cellulare e inviano le immagini per ricevere consigli e assistenza, ad esempio per affrontare fitopatologie. Inoltre, una rete di dispositivi grandi quanto una chiavetta usb e disseminati sul terreno rileva i valori di umidità, temperatura e irraggiamento del sole sulla superficie di microaree, fino a ricostruire una mappa dettagliata e dinamica. Sono informazioni inviate attraverso i network di telefonia mobile di terza generazione e archiviate in banche dati: le infrastrutture nella nuvola informatica diventano piattaforme per simulazioni e analisi dell’efficienza gestionale, con un livello di dettaglio finora impossibile. Per adesso l’agrocloud è un’iniziativa in fase di test, elaborata da Fujitsu negli ultimi tre anni: entro il 2012 è previsto il primo sbarco sul mercato locale. In Giappone il fatturato derivante dai prodotti coltivati, secondo il ministero dell’Agricoltura, è di 8mila miliardi di yen, equivalenti a circa 80 miliardi di euro: il 37,5% deriva da sovvenzioni pubbliche.
Gli agrodati sono un ulteriore tassello dell’universo di big data che non ha ancora una definizione univoca: secondo Forrester research, ad esempio, big data significa analizzare «petabyte di informazioni strutturate e non strutturate ad alta velocità», dove un petabyte corrisponde a un miliardo di megabyte. A generarli sono sensori, social network, aziende, istituzioni pubbliche, cittadini. È una sfida raccolta dai colossi globali dell’hitech che supera i confini del settore business per rispondere alle esigenze della società, a partire dall’integrazione con la nuvola informatica di salute, agroindustria e reti intelligenti per la gestione dell’energia (smart grid). Diventa, a cascata, un’occasione di sviluppo per una filiera di piccole e medie imprese locali. Osserva Martin Schulz, direttore del Fujitsu research institute: «Anche una Silicon Valley giapponese potrà beneficiarne attraverso startup e venture business».
È una frontiera aperta. «Per analizzare big data serve un livello superiore di computing», ricorda Claus-Peter Unterberger, chief marketing officer di Fujitsu technology solutions. Al momento il supercomputer K ospitato a Kobe è il primo nella classifica dei Top500 al mondo. Ha raggiunto il 30% dell’operatività prevista: prima dell’estate sarà completato lo sviluppo dell’infrastruttura software. «Ha richiesto una squadra di circa trenta persone impegnate per 6-7 anni», spiega Tadashi Watanabe, project leader del centro R&D del Riken institute, equivalente del Cnr in Italia. È raffreddato da un sistema idraulico in grado di gestire mille tonnellate di acqua al giorno: la temperatura operativa nelle sale del supercomputer è di trenta gradi. La potenza di calcolo di dieci petaflop sarà accessibile anche all’esterno per le aziende, ad esempio durante la progettazione di automobili o nella ricerca farmaceutica. Big data riguarda l’immediato presente: resta un nodo aperto nella business intelligence di aziende medie e grandi. Dove è in rapido cambiamento il perimetro dell’ufficio a partire dalla diffusione dell’abitudine di lavorare su dispositivi mobili come cellulari e tablet utilizzati anche nel tempo libero, descritta dall’acronimo byod, «bring your own device». Che contribuisce all’espansione di big data.

Via ilsole24ore

Salsicce e hamburger in provetta Le staminali contro la fame nel mondo

https://i2.wp.com/www.arsial.regione.lazio.it/portalearsial/prd_tipici/img/salsiccia%20paesana.JPG

Entro sei mesi il primo wurstel in provetta. All’inizio sarà pallido e molliccio. «Ma miglioreremo colore e sapore»

LONDRA – La prima salsiccia in provetta sarà pronta entro sei mesi. Per ora l’aspetto non è dei più invitanti, pallida e molliccia, ma gli scienziati sono convinti che riusciranno presto a farla assomigliare a quella vera. E’ la rivoluzione che il mondo aspettava. Con l’arrivo della carne artificiale si potrebbe risolvere il problema della fame, ridurre in modo consistente l’inquinamento atmosferico e evitare inutili sofferenze agli animali.

ASPETTANDO L’HAMBURGER – Il prodotto è stato creato attraverso la coltivazione di migliaia di cellule staminali animali che sono stimolate a produrre tessuti muscolari. Il primo esperimento è stato fatto con i maiali ed entro un anno dovrebbe arrivare anche l’hamburger. Mentre la produzione di bistecche e filetti appare più complicata. Nei supermercati, comunque, la carne artificiale la troveremo solo in un futuro lontano: tra dieci o quindici anni. Il professor Mark Post della Maastricht University, che guida la ricerca, ha spiegato che per ora i costi sono esorbitanti: più di 220 mila euro per un hamburger. Ma una volta prodotta su scala industriale il prezzo potrebbe non essere diverso da quello che paghiamo oggi dal macellaio.

SENZA SANGUE, SAPORE INCERTO – Al momento il tessuto che è stato creato ha un aspetto grigio e molliccio: «Il colore – ha spiegato Post – è dovuto al fatto che non c’è presenza di sangue e molta poco mioglobina, la proteina che contiene il ferro. Ma stiamo cercando un modo per dare un aspetto rosso al prodotto». I grossi dubbi, però, sono sul sapore. Per ora nessuno ha assaggiato la salsiccia in vitro perché la legge vieta di consumare materiale creato in laboratorio da tessuti animali. Alcuni scienziati hanno assicurato che risolveranno il problema creando un nutrimento sintetico per le cellule staminali che darà il gusto della vera carne.

LOTTA ALLA FAME – L’Organizzazione Mondiale per la Sanità ha previsto che il consumo di carne raddoppierà entro il 2050. Un dato che, secondo il professor Post, «rende il nostro prodotto l’unica strada possibile per ridurre la mancanza di cibo visto il costante aumento della popolazione». Secondo alcuni ricercatori con 10 cellule di muscolo di maiale si potrebbero avere 50mila tonnellate di carne in due mesi. Se diremo addio alla fiorentina, dunque, sarà per una buona causa: sconfiggere la fame nel mondo.

via corriere.it

Your Diet In 2020 – In 2020 you will finally start taking care of yourself

by Dan Kraemer
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Just checked out with the grocery cart of the future? Here’s your digital receipt scoring the nutrient richness of your trip. Heading home for dinner? Your smart fridge has scanned all the food in your kitchen, compiled a menu of the healthiest meal combinations (tailored to your food preferences and allergies, of course) and has started preheating your oven.

In 2020, all the things we’ve always been told to do–eat better, exercise, get some sleep, see your doctor–will not only be easier, we’ll do them in spite of our best efforts not to. Making healthy choices will be done for us.

Take nutrition. Imagine if today’s nutrition labels–with their user-friendliness of tax forms and the informational consistency of a Madoff prospectus–were replaced by a universal icon that ranked all food with a brilliantly simple combination of a color and a 1-to-5 rating based on a database of nutritional information. Making a healthy choice becomes as simple as picking a color and the highest number rating you can find.

Video: 2020 Medicine

For the last several months my colleagues and I tagged along with strangers on their grocery trips and even invited ourselves to their family dinners, all in the name of understanding how Americans decide what to eat. What we learned is that people unwittingly develop basic principles or philosophies about what to eat, based on a buffet of often conflicting sources: morning shows, celebrity nutritionists, cereal boxes, a best friend and (at best) five minutes of conversation with their doctor. The result is an incomplete and often inaccurate understanding of nutrition that leads to unhealthy food choices and, ultimately, poor health.

When it comes to food, our research found that all 300 million Americans typically fit into just four distinct types of eaters: Convenient, Comfortable, Confused and Convinced. A person’s “Food Personality” is based on how heavily influenced they are by a particular situation, and whether they have a defined or undefined approach to nutrition.

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To help Americans eat better, we must create a universal nutrition information system that is both intuitive and easily adopted. This is no small task. The USDA, FDA, Food Standards Agency, supermarket chains and food producers have made attempts at standardizing and simplifying consumer choice, yet none have improved America’s eating habits. Why? We found that no approach takes into account the entire user experience. Package labeling–the predominant focus of most systems–is only one consumer touch point.

In 2020 we’ll be able to leverage interconnected devices that go beyond a fire hose of nutritional information. We’ll be able to collect and aggregate food choices and their nutritional impact over time, ultimately driving behavioral change through integrated experiences. Digital interconnectivity will link together every food decision–imagine having an instantly updated nutritional rating that is omnipresent in your life. Purchase a salad for lunch, watch your rating go up. Eat those buffalo wings, watch it plunge.

A universal icon will be the core to realizing a universal understanding of nutrition. By creating one intuitive system, we can help everyone effortlessly identify and track the nutrient richness of what they eat. With this vision in mind, we have proposed an icon combining a number score and color value that is easy enough for even a 5-year-old to grasp.

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In our future vision, a simple choice of a 3-value loaf of multigrain bread over a 2-value roll sparks the urge to reach a 4-value shopping trip. The icon is definitive enough to score every food combination from a single vegetable to a month of meals. It’s flexible enough to help every Food Personality regardless of the decision before them: salad vs. fries, pretzels from brand X vs. brand Y, or spaghetti dinner vs. mac-n-cheese. And, ultimately it encourages consumers–and food manufacturers–to make decisions on the basis of health first.

The alternative is a technology-fueled, convenience-charged world of overmarketed, indulge-now-take-a-vitamin-pill-later foodlike products, each less healthy than the next.

But if we start today with a universal system for making food choices, by 2020 we’ll have a world where nutritional value defines the competitive food marketplace. The tastiest benefit? We’ll change the world whether the average consumer realizes it or not.

Video: 2020 Medicine

Via Forbes.com

These Brilliant Gizmos Keep Your Coffee the Right Temperature

If you drink coffee—if you drink any hot beverage—you’re familiar with the phenomenon: It’s too hot at first and burns your tongue. Then, before you know it, it’s cooled to become a tepid, tasteless brew.

Well, behold the Joulie. Invented by engineers Dave Petrillo and Dave Jackson, these little things sit in the bottom of your cup or travel mug. Each Joulie has “a special non-toxic material sealed within the polished stainless steel shell.” That material melts at 140 degrees Fahrenheit. When it does, it absorbs thermal energy. And as the material solidifies again, it releases said energy. The upshot for you? Your coffee or tea cools to a drinkable temperature much more quickly and stays warm “twice as long.”

To test their idea, the two Daves made 100 Joulies by hand and tried to raise money on Kickstarter. Their initial goal was $9,500. They ended up raising more than $300,000. So the idea’s a hit. They’ve now moved to Sherrill, New York, to start the manufacturing process. You can’t buy Joulies yet, but you can get on a mailing list via their website. When they are available, they’ll go for $50 for a set of five.

Congratulations on a brilliant and simple idea, Daves.

via | GOOD Magazine

Designer Cooking Schools

You can relax now and forget all of your bad memories (should you have any…) of drab and dreary home economics classes because the newest cooking schools are cool.

It is true that The Culinary Art School in Tijuana, Baja California, Mexico is not of the high-school variety – it is for serious chefs with high aspirations – but it oozes a new, cool confidence that could potentially turn even the most nonchalant teenager into a passionate chef.

The elegant use of wood is the key attribute in The Culinary Art School. Its new building was designed by San Diego, California-based Jorge Gracia Arquitecto whose founder, Jorge Gracia, was born in Tijuana in 1973.

The entire school complex carries an air of strict order, almost an ascetic solemnity. If you didn’t notice the stoves or wine racks, you could mistake this for a place of religious study.

And, passionate chefs certainly express a fervour for food, ingredients and cooking that could be likened to religious zeal. It is easy to imagine how the colours, textures and aromas of various ingredients stand out in this kind of environment. It is like a stage for culinary creation or like a frame for gastronomic artwork.

Also in the category of cool cooking schools is the Sydney Seafood School established in 1989 and completely refurbished for its 20th anniversary. It conducts cooking classes for all skill levels and draws more than 12,000 students annually.

Words such as handsome and sexy come to mind when you look at this space, the creative work of Dreamtime Australia Design, based in Sydney, Australia.

Some time ago, we have featured Dreamtime-designed Churchill Butcher Shop in Sydney.

In Sydney Seafood School, a tactile intrigue, and a contrast between serious study and serious fun, are evident in every space. The school’s entry wall is a honeycombed sandstone creation by sculptor Michael Purdy.

The dark and impressive hands-on kitchen looks formidable with lots of shiny stainless steel and glass, but its gravity is lightened by chalkboard walls with “fish graffiti” as art. The cool auditorium’s walls are lined with Icelandic fish leather. In the dining room, the harbour view competes for attention with a row of fun fishnet chandeliers and their more than 6,000 little globes. Where do we sign up? Tuija Seipell

via | the cool hunter

Is this the future of food? Japanese ‘plant factory’ churn out immaculate vegetables

By David Derbyshire

Via dailymail

They look more like the brightly lit shelves of a chemists shop than the rows of a vegetable garden.

But according to their creators, these perfect looking vegetables could be the future of food.

In a perfectly controlled and totally sterile environment – uncontaminated by dirt, insects or fresh air – Japanese scientists are developing a new way of growing vegetables.

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Food of the future? Lettuces are grown in a sterile environment at Ozu Corporation’s plant factory in Japan – without being exposed to the air outside

 

Called plant factories, these anonymous looking warehouses have sprung up across the country and can churn out immaculate looking lettuces and green leaves 24 hours a day, seven days a week.

Every part of the plant’s environment is controlled – from the lighting and temperature, to the humidity and water. Even the levels of carbon dioxide can be minutely altered.

Rather than the conventional scruffy clothes and dirty fingernails of vegetable growers, the producers wear gloves, surgical masks and sort of dust proof protective suits normally seen in chemical plants.

A worker - dressed in sterile clothing - tends to the lettuce at the 'plant factory'

Those growing the vegetables wear gloves, surgical masks and the sort of dust proof protective suits normally seen in chemical plants

The vegetables from plant factories – which include green leaf, romaine lettuce and garland chrysanthemum – are sold at a premium to Japanese shoppers. No pesticides are used – and there is no risk of contamination with food poisoning bugs.

 

Because the plants are grown in a clean room, they can be eaten safely without washing. Lettuce grown in the factories can be cropped up to 20 times a year.

Some factories are vast – and can produce three million vegetables a year.

The results are hygienic, but it’s about as far from real food as you can possibly get.

Enlarge   Every element of the plant's environment is being controlled

From the lighting to temperature and humidity, every element of the plant’s environment is carefully controlled

The spread of plant factories has been encouraged by the Japanese government amid concerns about the use of chemicals in vegetables.

A spokesman for the Ozu Corporation factory in Tokyo said: ‘Vegetables are produced in the factory without being exposed to the air outside.

‘Stable production is guaranteed throughout the year by controlling lighting, temperature, humidity, carbon dioxide and water. They can also meet the demands of consumers who want safe foods.’

Plant factories have yet to arrive in the UK. The closest Britain has are the vast greenhouses in the south of England where millions of tomatoes are grown hydroponically – without soil.
Read more: http://www.dailymail.co.uk/sciencetech/article-1190392/Is-future-food-Japanese-plant-factories-churn-immaculate-vegetables-24-hours-day.html#ixzz1FGuJwaPC