Built NY, a brand of Lifetime Brands, unveiled an expansion of its hydration lineup with new on-the-go beverageware.
“We launched into the category with a glass bottle and two basic stainless steel tumblers. Those were simple and foundational products. In this new launch you’ll see an evolution, it’s more design driven in both the aesthetics and the functionality. We’ve raised the bar for ourselves,” said John Roscoe Swartz, Built NY division president, Lifetime Brands.
Under its new hydration line, the company will launch its patent-pending PureFlow Apex Tumbler, which was designed by Impel Studios. It is ideal for hot beverages, and features a patent-pending lid. The lid controls the flow of hot beverages to prevent accidental spills while drinking. In addition, the lid clicks between a leak proof seal and an open position for 360-degree cup-like drinking, the company said. In addition, users can twist the stopper into the closed position for a complete seal for on-the-go use and storage inside bags or purses without spills.
In addition to its functionality, the patent-pending lid taps into the healthy living lifestyle of consumers as they continue to seek out hydration bottles that boast easy-to-clean capabilities. “There are no strings or levers or any kind of multiple parts where bacteria can hide,” Swartz said. “The ability to be able to throw that lid in the dishwasher and have it be totally clean is also a really huge advantage.”
The 16-ounce bottle is sized to fit in standard cup holders, and made from 100% BPA-free materials. It maintains cold beverages for up to 24 hours and hot beverages for eight. The lid is top rack dishwasher safe while the body is hand-wash only. It carries a manufacturers suggested retail price of $14.99.
The company also launched its new Perfect Seal Apex and Caliber water bottles. The Apex water bottle, designed by industrial designer Harry Allen, has an ultra-modern angular silhouette that narrows as it rises to the rim.
The Apex and Caliber feature the company’s patented PerfectSeal technology, which locks the cap in place with a twist to help prevent spills. It also features a threadless design for cleanability. The Apex and Caliber water bottles have a suggested retail price of $19.99 each.
In addition, the company launched its Infuser water bottle, Touch coffee mug and Prospect 40-ounce sport bottle.
“We’ve got a lot more to bring to the table. People need better ways to bring hot and cold beverages with them and we are continually pursuing innovation in that category. Our new innovative hydration solutions help us to feed that growing beverageware market and gain further shelf space for Built,” said Swartz. “Built was founded on the belief that good design makes life better. We are proud to be launching products this year that meet that ideal.”
The new hydration lineup will be available to the independent retail channel in August 2018.