Alert: Packaging World now enhanced for the iPad and iPhone. Watch a quick video preview
 
Download Download this free, 150-page Pharmaceutical Serialization Playbook jam-packed with strategies for success and pitfalls to avoid.  Learn more >>
Article |

Mrs. Butterworth's speaks to kids

Packaging for Mrs. Butterworth's new line of kid-friendly syrups includes a polypropylene bottle, a drip-proof spout, a smaller, easy-to-hold 18-oz size and a jazzy label.
Print Reprint
     

To sweeten the deal the syrup comes in Buttery Cinnamon and Strawberry versions as well as the old standby Classic Original.

According to Ed Yuhas director of consumer marketing for syrup-maker Aurora Foods in Columbus OH plastic is ideal for a kid-oriented product because it's light and shatter-resistant. But the company is not phasing out glass which is still used for 12- 24- and 36-oz sizes.

The coextrusion blow-molded PP bottle from American National Can (Chicago IL) contains a nylon barrier within its proprietary layers. "The product could lose some of its flavor intensity in plastic packaging unless there's a lining inside the bottle" Yuhas says.

Supplied by Seaquist Closures (Mukwonago WI) the injection-molded PP closure is fitted with a drip-proof self-sealing SimpliSqueeze(TM) valve. The user flips up the snap-action lid to reveal the valve. When the bottle is squeezed the silicon valve rises to the spout and opens so that product can be dispensed through it. When the user stops squeezing the valve drops back down and shuts cleanly preventing spills from a knocked-over bottle. "It's an immediate shutoff once it's poured" says Yuhas.

As for Mrs. Butterworth's "apron" it's a 2-mil pressure-sensitive metallized polyester label from Avery Dennison Specialty Div. (Ajax Ontario Canada). It's printed rotary letterpress in six colors plus a UV varnish by Syracuse Labels (Liverpool NY). Yuhas says the company will use the metallic-looking label for the first three to six months of introduction and then go to a less-expensive paper label with the same graphics.

The new kids' syrups will be test marketed in Atlanta Phoenix San Antonio and St. Louis some time next month. Retail price is $3.19.

Comments(0)

Add new comment

ADVERTISEMENT
E-BOOK SPECIAL REPORT
42 Best Package Designs
Sign up to receive timely updates from our editors and download this e-book consisting of our editors' picks of most notable package designs. Updated for 2014!
x

Newsletters

Don't miss intelligence crucial to your job and business!
Click on any newsletter to view a sample. Enter your email address below to sign up!
GENERAL INTEREST
PACKAGE DESIGN/DEVELOPMENT
Each newsletter ranges in frequency from once per month to a few times per month at most.