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P&G switches to plastics for Folgers

Calling it a revolutionary new package for coffee, Cincinnati, OH-based Procter & Gamble introduced the AromaSeal high-density polyethylene container as a replacement for the venerable three-piece steel can for the brand’s top-selling 39-oz size.

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Other Folgers sizes will gradually follow suit, though P&G wouldn’t reveal a timetable for the changes. Launched in August with widespread distribution this month, the bright red container could potentially revolutionize packaging within the coffee category.

Blow-molded by Liquid Container, the patent-pending container is at once striking and practical. While the canister’s overall shape is cylindrical, it’s blow-molded so that it appears to have four separate "panels." The four panels are divided by vertical "grooves" molded into the container. One panel includes an easy-grip handle created by two recessed areas, making the container easy to pick up and carry. Decoration on two other panels includes Folgers’ well-known sun and mountains graphic, and a violator that reads "AromaSeal canister helps keep it fresh." A fourth panel includes a bar code and instructions for coffee makers.

A P&G representative said that decoration is done after blow molding, by heat-transfer technology, from Multi-Color Corp.. Libby Perszyk Kathman was also involved in the package design.

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