SNEWS Qs: Jim Berntsen, Hot-Can, Inc.
The subject of this week's SNEWS Qs is Jim Bernsten, VP of marketing and business development for Hot-Can, Inc.
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Jim Bernsten
Vice president of marketing and business development
Hot-Can, Inc.
Tell us about your brands and products?
Our brand is Hot-Can – an innovative self-heating line of soups and beverages. We currently have seven flavors – four beverages and three soups, with a fourth soup, chicken, on the way. We have created our own hot cocoa and coffee flavors and our tea is made by Lipton and the soups by Knorr. The key is convenience – a hot drink in three minutes without a microwave or stove.
What were you, as the founder of the company, doing before this?
I founded and built another company called Finder Technologies.
Where did your inspiration come from?
I wanted to have a hot beverage or soup anytime anywhere – in just three minutes – without a stove or microwave. I couldn’t so I created the concept.
What’s the one best feature of your product?
The ability to have a hot soup or beverage anytime, anywhere. This is especially appealing for winter sports and outdoor activities.
What has been your biggest challenge?
Educating consumers about the technology and product is both a challenge and an opportunity. It heats through an exothermic reaction – old school technology used in a new way.
Who do you look up to in the industry?
The independent retailers and how they connect with their consumers. Relationships and service are still key to success.
Who do you want to compete against in the industry?
Hot-Can really has no competition. We’re the only self-heating beverage and soup line out there.
–Compiled by Ana Trujillo
