Amadeus Chooses SteriTouch for 'Revolutionary' New Children's Drinking Cup

The Amadeus 360°™, a unique "spout-less", spill-proof cup, which allows drinking from anywhere around the rim, is the first product of its kind to actively reduce the growth of bacteria and mould.

(PRWEB) September 9, 2007 -- The perfect breeding ground for microorganisms, children's drinking cups are often designed in such a way as to make cleaning impossible. Look inside the lid or spout and they are frequently coated with an unappealing and potentially harmful biofilm. Recognising this problem, the Amadeus 360° has not only been designed for easy cleaning, but will also incorporate an antimicrobial additive to reduce the growth of bacteria and mould.

Amadeus have selected a masterbatch from antimicrobial specialists, SteriTouch® Ltd, for use in the 360°™. The SteriTouch® 'universal' masterbatch is suitable for all the polymers used in the cup, without adversely affecting the physical properties, even those of the innovative flexible valve.

Amadeus Director, Peter Bolwell commented, "Amadeus is best known for the AnyWayUp cup, which had the first genuinely leak proof valve, but the 360°™ is an even greater leap forward; the valve is essentially the whole of the rim."

"The 360°™ was conceived as an infant drinking cup, but it's also ideally suited to those with poor physical co-ordination. It isn't unusual to see, for example, someone with Parkinson's suffering the indignity of using a spouted children's cup. The 360°™ will be easier to use and, since it looks more like an ordinary cup, the user will hopefully feel less self conscious."

"It is obviously essential to Amadeus that the additives we use are entirely safe. All the raw materials used in the SteriTouch® masterbatch have the necessary food contact approvals, even for the US market, and the antimicrobial performance is most impressive. Given the associated benefits to the end user, it was an easy choice to make."

Nick Corlett, Director of SteriTouch®, added "We worked closely with Amadeus to deliver the most effective antimicrobial solution for the 360°™. It's particularly satisfying as, like us, they're a Welsh company manufacturing exclusively in Wales."

"The potential for Amadeus, and indeed for SteriTouch®, is very considerable. The design is protected by worldwide patents and there is enormous interest from overseas, particularly the United States."

The Amadeus 360°™ has just been launched exclusively in Tesco and Boots, with two new variations due in 2008.

www.amadeusail.co.uk
www.steritouch.com

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