Drinks That Are Fit to Grip -- and Chug

A new breed of ergonomic packaging shows that containers designed to match human anatomy and behavior can boost sales

In 1994, scientists working for packaged-food giant Quaker Oats set out to answer an elusive question: How big is the human mouth? More broadly, they wanted to know whether the average athlete prefers to squeeze or suck fluid out of bottles. Over a two-year period, researchers tested 219 subjects in eight cities. They videotaped them drinking, made plaster casts of their hands in the bottle-holding position, and sculpted clear plastics to fit the contours of their palms and fingers.

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