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Miracle Whip squeezes into new bottle

"Squeeze," "Just Flip and Squeeze!" and "New Package" violators on the front label of a container for Kraft® Miracle Whip® make it apparent to consumers that this is a new bottle for a well-known salad dressing.

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Available in June in the Central and Southeast U.S., the 10-oz serving of sandwich spread is sold in a polyethylene terephthalate bottle topped with a flip-top, screw-on dispensing cap. Northfield, IL-based Kraft Foods would not reveal bottle/cap/label suppliers or material specifications. However, a close look under the top portion of the hinged closure reveals an "SC" manufacturer's mark, reportedly that of Seaquist Closures (Mukwonago, WI). It's believed that Seaquist supplies the 33-400 injection-molded polypropylene directional pour spout closure that tops the bottle.

The company has not yet determined when or if the product will be rolled out nationally. A company spokesperson tells Packaging World that Kraft used "another squeeze bottle a couple of years ago," but she didn't identify the specific package configuration or product, other to say that the container is no longer on the market.

As for the new Miracle Whip squeeze bottle, "the key is convenience," says Tim Calkins, senior brand manager. "The squeeze package makes sandwich-making easier than ever." The product's suggested retail price is $1.39.

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