HotCan, the makers of self-heating food has been around for 30 years, but why haven’t we heard of it? Could it be the horribly unimaginative branding and packaging? That’s what the makers believe. HotCan is now promoting its product more heavily aiming to become “the next Redbull” with its newer bolder looking tin.

HotCan has big dreams, but the market for self-heating food isn’t quite there yet. Each can cost about $7-8 and why would anyone spend that much money on bangers and beans when a conventional can typically cost about a dollar? On the other hand, if you are preparing for a zombie apocalypse this might be a sound investment.

[via guardian.co.uk]

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Lucia Phan has a Bachelors Degree from the University of California, Berkeley in Food & City Culture and Environmental Economics. She is the founder of Banana Slug Edibles, where she bakes specialty cakes and cupcakes for patients in Orange County & Los Angeles. In her free time she likes to collect recipes and will forever be searching for the best chocolate chip cookie recipe known to man.