Bottled water brand FIJI has introduced bottle caps with built-in straws, that replace its blue bottle caps.
Debuted at New York Fashion Week, the Fiji straw is reusable, BPA free and dishwasher safe.
It is targeted at women—to prevent their lipstick from smearing when they drink from a bottle.
The brand started developing the straw a few years ago, when it saw that its consumers persistently used straws, “especially by some of our biggest fans who were singers and touchstone cultural icons,” David Bowman, FIJI’s vice president of marketing, told Wall Street Journal.
FIJI will be mass-producing the straw for its female consumers; the company would be selling the straw in packs of five, via its website, social media, and retailers such as Target and Whole Foods.
[via Wall Street Journal, image via FIJI and Mark Davis/Getty Images]