Press Release
Good enough to EAT
Football fans will soon be able to sample their club’s logo fashioned from ice-cream thanks to a winning product development. The aptly named EAT (Extrusion Advanced Technology) has partnered with Cambridgeshire-based 42 Technology Ltd to create this tasty new approach to product branding.
The 42 Technology team worked closely with EAT to develop the concept, which allows company logos to be set into food products such as ice cream and processed meats during manufacture.
Before meeting the 42 Technology team, EAT Managing Director David Nelson had lost valuable time with an inexperienced development company. A fortuitous meeting with 42 Technology’s MD, Nick Campling, convinced him that the concept should be pursued using 42’s industry experienced designers for assistance with the product development process. "42 Technology’s approach of innovation and flexibility, and working with us to ensure challenges are met in a timely manner, has been most refreshing," commented David Nelson, "this has meant we share experience and become a more effective team, with the result that our business concept is back on track."
The initial focus was on extruded processed meat, but since August 2002, attention has been on the ice-cream products. This re-emphasis has paid off as EAT has recently ‘signed on the dotted line’ to produce its product for a significant number of top football clubs. Detailed design and pre-production has started and the first range of branded ice creams featuring club logos will be available to cool fans down ready for summer 2003. This fast track development will have only taken 9 months from concept to products on the terraces.
42 Technology Chairman Howard Biddle, who recently joined the company from being CEO of Cambridge Consultants, explained; "When David approached us with his idea we were immediately excited about working on such a unique project. It has taken enormous creative and technical expertise to get this far, but I am confident that this ground-breaking process will open up a huge new market in product branding."
Since 1998, 42 Technology has established a strong track record for completing innovative product developments in the healthcare, industrial, consumer products and packaging industries. Whilst the initial focus centred around clever mechanical systems, the company’s industry-experienced engineers now embrace a wider range of technologies including physics, sensors, electrical and electronic systems and industrial design.
42’s business model enables it to offer a particularly cost efficient service. Overheads are minimised by working with clients either in its own laboratories or on site. It also calls on a wide range of associates, experts and specialist partners from around the UK, which both expands its scope and reduces fixed costs.
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