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Motts, Welch's open fresh prospects

Stamford, CT-based Motts USA and Concord, MA-based Welch's are hoping that their new juice concentrate products won't be making a splash with consumers.
FILED IN:  Applications  > Beverage  > Drinks  > Juice

Both come in 12-oz aluminum cans featuring new wide-mouth easy-open ends designed to facilitate easy refilling without splashing. "Our research has indicated that users of bottled juice are very receptive to alternative package types that allow them to keep plenty of juices on hand" says Jim Callahan director of corporate communications at Welch's. "We think the idea of a liquid concentrate requires a package the consumer can use as a measuring device" says Brad Angevine director of new products at Motts. "In order to fill water into the cans you need a wide opening." Reynolds Metals (Richmond VA) supplies both juice marketers with the 12-oz can and 206 end and these products mark the first use of the end which Reynolds calls the LOE (large opening end). Welch's JuiceMakers and Motts In-A-Minute can be found in the bottled juice and drink aisle. To help differentiate them from ready-to-drink products the cans are merchandised horizontally. Likewise graphics read lengthwise. A regional rollout of Mott's-In-A-Minute began in the Northeast this June with national expansion planned by next year. Suggested retail price ranges from about $1.29 to $1.69; six flavors are available. Welch's JuiceMakers has been shipped to test markets in 35% of the U.S. Five varieties are available with a suggested retail price of $1.39.

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