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The king of cups (sidebar)

Trademarked cups
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FILED IN:  Sustainability  > Strategy
     

While product illustrations and the good doctor's smiling face are certainly prominent on the paperboard soup cups marketed by Dr. McDougall's Right Foods there is another unifying graphic element across the line of 12 SKUs: scenes depicting active people in good health amid contemporary settings. "They did a beautiful job on the package design" says company co-founder Jim Ahrens "they" being Profile Design (San Francisco CA). Printing is done offset in six colors by Everett Graphics (Oakland CA) which sends the printed material to California Environmental Cup (Menlo Park CA) for cup manufacturing. Cups used by McDougall's are double-walled and fluted to better insulate the consumer's hand from the hot water and to keep the food hotter longer. Heat-seal coated paper lids printed flexo in one color are supplied by Microclean (San Jose CA). McDougall's also uses proprietary trademarked names-Grain Cups(TM) Energy Cups(TM) Vegetarian Smart Cup(TM) meals-on its packaging and in its promotional literature.

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