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Celsius expands with on-the-go packets
 A convenient, portable powdered version joins the company's calorie-burning drinks.
Celsius, Inc. Delray Beach, FL, is introducing a powdered version of its award-winning, scientifically tested calorie-burning Celsius product in on-the-go packets.
Each 5.5-g single-serve, foil-laminate packet of raspberry-flavored powder mixes in 12 to 14 oz of water. Easy to use and portable, Celsius packets fit into gym bags, purses, and travel well. The packets have a notch for easy opening.
"Our first step to grow the calorie-burning category with the Celsius brand, beyond the soft drink format and flavors, was to introduce the noncarbonated green teas," explains Celsius VP of innovation, Irina Lorenzi. "With the launch of the Celsius packets, we are combining a complete single serving of MetaPlus with a convenient way to take Celsius anywhere and enjoy later."
The packets will be sold in 14-count cartons priced at approximately $14.99. Retailers may sell packet singles for approximately $1.39, Lorenzi says. A "dog bone-shaped" perforated section on the front panel permits finger-tip opening of the carton. A shrink-film overwrap helps to maintain carton integrity, she explains.
The key goals for the in-house graphics design were to convey that the new format contained the same scientifically tested ingredients as found in the ready-to-drink beverage. "We also wanted to stress the 'burns calories while sustaining energy' claim," Lorenzi adds.
One of the bigger technical challenges was to ensure proper and consistent color gradation on the packets and cartons, Lorenzi says. The company declines to identify vendors or other packaging details for the contract-packaged product.
The cartoned packets will be sold in standalone stores and major chains in the convenience store, grocery, and mass merchandise channels this fall, according to Lorenzi. The product will soon be available online at www.celsius.com.
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