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Hammer and Hotshots Collaborate on Foam Solution



Hotshot Coffee, as seen on Shark Tank, is an innovative company founded by entrepreneur Danny Grossfeld, who is bringing consumers hot coffee in a can. The cans are heated in a patented HotBox, designed to keep the coffee at an even 140 degrees. Coffee lovers can literally "grab and go" when it comes to getting a can of hot coffee as opposed to waiting in lines at the coffee shop or cafeteria. Additionally, the recyclable aluminum packaging is more environmentally friendly versus contributing to the mountain of single serve plastic cups clogging landfills.


Danny Grossfeld came to the Hammer team with a challenge - how to keep the coffee in the can warm, while keeping consumer hands cool. Additionally, the copacker's application equipment for the label required the use of a roll-fed pressure sensitive solution, further narrowing options. Lastly, the material and adhesive would also have to withstand the constant 140-degree temperature of the HotBox, all while delivering a base for high quality graphics.


The Hammer team - representing all areas of the process from technical to materials, prepress to sales - brought their decades of experience to the table to analyze the project step-by-step and brainstorm the best solutions. To address the issues of insulation and handling, we chose an 8 mil MD shrink mono-web foam, designed to keep the liquid inside of the can warm, while the outside of the can remained cool. The innovative solution of marrying a foam substrate to a pressure sensitive construction provided the best results for adhesion to the can and ease of application through the copacker's roll-fed machinery. The porous properties of foam material often negatively affect ink holdout, particularly in areas of heavy coverage. To provide HotShots with the best reproduction of the label graphic, we used UV Flexographic technology with high-definition plates. The ink remained smooth and sharp on the surface of the substrate and held the graphics and highlights nearly flawlessly. "The Hammer team took a nearly impossible challenge and nailed it," said Grossfeld. "Their insulated label solution is nearly as unique as the hot canned coffee it protects. HotShot will change the way we drink coffee, and thanks to the Hammer team, we'll look and taste great while doing so."

Hammer's multi-functional team proposed a unique label solution, which delivers the necessary insulating properties for the success of this product, without compromising the attractive graphic design of the cans. The strong partnership with Grossfeld and the Hotshots team fueled Hammer's drive to find the perfect solution for this groundbreaking product.

About the Author

Kimberly Flynn

Kimberly Flynn

Marketing Manager at Hammer Packaging since 2017. I believe the most rewarding place for a marketing professional is in the packaging industry. The innovation and evolution of packaging is fascinating!