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Sunsweet gets grip on market

Prune juice was one of the few juice products that had not been repackaged to take advantage of new technologies.

Pw 15099 Sunsweet1

However, beginning this month, consumers will have an opportunity to buy Sunsweet Prune Juice in a new 64-oz PET bottle from Graham Packaging (York, PA) that offers several advantages.

The new package is a delicate balance of new and old. “We wanted a new package that would be easier to handle by the many older consumers that regularly enjoy our product,” says Howard Nager, vice president of North American marketing for the Pleasanton, CA-based growers’ co-op. “At the same time, we wanted to avoid making any sort of major change in the appearance of the label or bottle because our primary end users tend to resist change.” The graphics for the introductory label are shown (bottom photo).

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