Day 3, 4:57 p.m. | Hot Can Heating Things up at Trade Show

We’ve all been there: cold morning, wishing you had a warm cup of hot chocolate or soup for a snack, but alas, there is none to be found...until now. Hot Can made its debut outdoor appearance at the ATA Trade Show and orders have been flowing, just like the soup, hot chocolate and latte they sell.

The concept is fairly basic: a plastic layer covers a can of liquid and at the base is a non-electrical component that perforates a piece of foil. The foil separates water from calcium oxyide, and when the two mix, you get a hot beverage in just three minutes.

But the best part about the new product is their debut at the ATA Trade Show. In just two days, the company has closed more than 80 dealers.

“The ATA Trade Show has been an absolutely fabulous event,” said Jim Berntsen, vice president of development and marketing for Hot Can. “I’ve been involved in trade shows for 30 years, and this is one of the best shows I’ve ever been a part of. The ATA staff have been great, and I’ve probably never had as much info about a show before it started than I have with the ATA.”