EEASY Lid Designed To Overcome A Longtime Kitchen Challenge
Make a list of frustrating tasks to do around the kitchen, and popping the lid off a new jar will likely rank high. Consumers for years have used a variety of shortcuts that have been effective but have also posed some risk. And with the U.S. population aging, the issue of opening a jar is increasingly a safety concern.
With this in mind, the team at Consumer Convenience Technologies (CCT) went to work and spent years developing EEASY Lid. Touted by the company as the first jar innovation in 80 years, it allows users to vent a vacuum-sealed jar by pressing a button on the lid, which reduces the amount of torque needed to twist off the lid by up to 50%.
EEASY Lid is now used on various products carried by Meijer, Wegmans, Stop & Shop, Price Chopper, and Tops Friendly Markets, as well as select specialty grocers in the Northeast.
CCT’s unique lid is manufactured at its facility in Dayton, Ohio, and the company can produce about 800 aluminum lids per minute.
Brandon Bach, president of CCT, spoke with Store Brands about the lid, its development, and the role it can play on products sold at retailers across the U.S.
STORE BRANDS: How did the idea of EEASY Lid develop?
BRANDON BACH: Pete Stodd, one of our founders, was approached by the wife of one of his associates who was undergoing cancer treatment, and it became a real struggle for her to open jars. Presented with this, Pete took a step back and joined forces with Jim Bach (CCT managing partner), and they started on an adventure that lasted more than 10 years. We started out trying to put our push-button technology on a standard steel lid. One of the challenges that we had to overcome with using steel is corrosion. So we figured out how to do it, but it made our production line basically twice as big and drove up the cost of our lids. We took a step back and decided to make EEASY Lid from aluminum. We knew at that point we were being a disruptor, but we also had to make sure the lid met all the requirements warranted by the market.
SB: How does the lid make it easier to open?
BB: What we have done is develop the button on top of the lid. Now, the consumer simply presses that button, and they will hear a clicking sound. That is the vacuum escaping, which in turn makes it twice as easy to open. It’s also important that retailers and suppliers know we are not just a commodity, and only selling the lid. We want to work with retailers and brands to educate consumers about the lid. We also have a message of inclusivity as the lid allows more people to open their jars. And, since it’s made from aluminum, it can be easily recycled.
SB: Aluminum is a material that can be continually recycled. Are there other advantages to using this material?
BB: We use less energy to produce the aluminum lids than if we were making them from steel. They are also lighter in weight, which provides benefits when shipping the product.
SB: How is CCT connecting with product suppliers to highlight the features and benefits of EEASY Lid?
BB: Before rolling out the product, we made sure the lid was safe to use. This was something new and there were going to be questions about that. We’ve been out at various trade shows and working through the media to raise awareness of the new lid. Once we connect with a company that wants our lid, we then have to work with the filler to ensure their production lines will be able to accommodate our lids. We also have a PR effort to explain the product to consumers as well.
SB: For those companies that use EEASY Lid, is there any difference or change needed to the manufacturing process?
BB: We have our own technicians that review the filling lines of manufacturers to ensure our lids will work as each filling line uses different equipment. One of the areas we look at is the hopper where the lids are placed and automatically oriented in the right direction before being put in place. We also need to know if they're using a waterfall system or a magnet system. That magnet system will not work with our aluminum lids. We will also help implement any new equipment that needs to be put in place in order to use EEASY Lid.
SB: Is there any exclusivity of the lids for certain products or brands?
BB: We would love to see the lid on all jars, but we know that’s a tall task. We have had people ask for exclusivity and we are working through some of those conversations.
