Orkla ASA (Oslo, Norway) has signed a deal with LiquiGlide Inc. (Cambridge, MA), giving the branded consumer goods company rights to use LiquiGlide’s slippery coating for mayonnaise products in Germany, Benelux and the Nordic and Baltic countries.
This is the second licensing agreement LiquiGlide has announced since its partnership with adhesives and glue maker Elmer’s Products Inc. back in March.
“We chose to work with Orkla because they are an innovative and leading consumer goods company in the Nordics and the Baltics. Our exclusive agreement affirms that LiquiGlide’s coatings create substantial value for consumers by enabling them to get every last drop,” said LiquiGlide CEO and Co-Founder, Dave Smith. “At LiquiGlide, we’re changing the way liquids move.”
|Mayo slides out of a bottle that’s been coated with LiquiGlide.|
Developed in 2012 at the Varanasi Research Group laboratory at the Massachusetts Institute of Technology (MIT) by Smith and Professor Kripa Varanasi, LiquiGlide’s technology consists of a slippery coating which allows products to easily slide from packaging, eliminating food waste and providing a better consumer experience. The customized coating for Orkla’s mayonnaise products is made entirely from natural ingredients. According to LiquiGlide, “the ingredients for each custom coating are selected from hundreds of materials based on the specific needs of the applications, and each coating can be made entirely from food, meeting all safety standards.”
The innovative technology won the Mass Challenge and received the Audience Choice Award at the MIT $100K Entrepreneurship Competition. Shortly after, Smith and Varanasi released a video that demonstrated the slippery coating inside a ketchup bottle. Viewers were left wowed by how quickly the contents poured out and the video went viral. To date, the company has received more than 6,000 inquiries about its technology, and is developing custom coatings for more than 30 paying clients globally. Currently, LiquiGlide “is working with some of the biggest name brands in the consumer packaged goods industry in the U.S. and abroad, and expects to see LiquiGlide-coated packaging for consumer products on shelves by the end of 2015 or early 2016,” the company writes.
While a large player in the consumer products market, where it has found its niche with bottles and jars for food and beauty, the custom coatings are ideal for many different applications across several industries, such as pipes, processing vessels, storage vats, etc., where it can help eliminate waste and improve the efficiency of manufacturing, cleaning and transportation processes.