When BBC Radio’s Innovation Slot turned its attention to everyday inventions that make life easier, our founder Austen Miller joined the conversation to share the story behind one of 3fD’s most recognisable products — the 360° Cup.

Listen to the interview on SoundCloud

Austen explained how the design came about back in 2000, when a major UK retailer approached 3fD looking for a new kind of non-spill training cup. At the time, traditional “sippy cups” with spouts dominated the market — but they weren’t great for children’s dental development or speech formation.

The 3fD team came up with something completely different: a spout-free cup that lets toddlers drink from any point around the rim — just like a normal cup — but without the spills. The clever design features a 360° sealing system that only releases liquid when the child drinks, and not when the cup is tipped or dropped.

Live on air, the hosts put the product to the test — confidently turning it upside down over the mixing desk (to everyone’s relief, not a drop was spilled).

During the chat, Austen also discussed his journey from engineering to design, and how being told “no” by traditional design firms inspired him to start his own company. That leap would eventually lead to the founding of 3fD, where engineering precision meets creative product innovation.

Austen finished by teasing a then-upcoming project — a radical new multi-hull sailing boat — showing that for him and the 3fD team, the drive to rethink how things are made never stops.