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Portability drives Nabisco/Kraft's 'Go-Paks!'

Nabisco Go-Paks!

Pw 15817 Mini Chz Nips

mark the first packaging innovation designed for car cupholders by the Nabisco Biscuit Division of Kraft Foods. The thermoformed polypropylene cup measures 3½” across its top diameter, then tapers down to 22/5” at its bottom so that it fits into cupholders. Available at grocery and convenience stores nationwide this summer, Go-Paks! provide ample shelf appeal. The packs include the 4½”-high, white cup, a full-body shrink label printed flexo in six to eight colors depending on the variety, a heat-sealed metallized film membrane that provides moisture barrier and tamper evidence, and an injection-molded overcap that’s flexo-printed in four colors. Material specifications, filling details, and suppliers were deemed proprietary.

“Nabisco Go-Paks! offer a unique, tapered design that fits into a cupholder as well as one’s hand,” comments Larry Baumann, senior manager of communications for the East Hanover, NJ-based Nabisco Biscuit Division. “The wide-mouth opening enables an adult-sized hand to easily reach into the container. Once the lid is off, Go-Paks! only require one hand, which is more convenient for on-the-go usage.” Products are packed randomly into the containers.

Go-Paks! are available in seven cookie and cracker varieties, with the same package size accommodating all varieties, which carry between 3 and 4 oz of product. Sold near the front of stores for $1.49, the packs carry a six- to nine-month shelf life, depending again on the variety. Go-Paks! are designed for use not only in cars, but also in lunch boxes and backpacks, where the cup resists crushing. —JB

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