Pez juice launched in pouch

When the injection-molded character is twisted off, the consumer sips the beverage through a straw that extends from the tamper-evident pouch closure positioned beneath the character. Richmond, British Columbia, Canada-based Leading Brands introduced Pez 100% Juice in October. It’s sold in four flavors in Canada, and in the United States through Leading Brands of America. The Cheerpack premade pouch is supplied by Gualapack (Castellazzo, Bormida, Italy). Leading Brands imported two new filling lines from Italy to fill the pouches at its plant in Edmonton, Alberta, Canada.

At press time, specific structural details were not available, though the Cheerpack lamination typically includes reverse-gravure-printed polyester/aluminum foil/polyester/polyethylene. For the colorful Pez pouch, the structure includes barrier properties that enable it to be marketed at both ambient and refrigerated temperatures.

“Our unique product combines all the fun and collectible aspects of Pez with 100-percent juice in sour apple, sour cherry, strawberry, and grape flavors,” says LBI Brands’ president Dave Read. Ralph McRae, the company’s chairman and CEO, adds, “No more Moms worrying about their kids throwing away boring old juice boxes at school or staining their clothing, since Pez juice not only has a great package, but has a built-in, resealable straw to avoid spillage.”

In the U.S., the single-serve pouch sells for $1.49 at convenience stores. Single pouches can be merchandised in a printed shipping case that displays 24 of the packs. Leading Brands also sells a three-pack of pouches in a printed folding carton. For grocery and mass merchandiser outlets, this multipack retails for $2.99 to $3.49. It lets consumers see two Pez characters, while the character centered in the pack is covered to keep its identity a mystery on the shelf. —JB