All four flavored waters offer certain functionalities such as rehydration, energy boost, and vitamin and antioxidant enrichment. They are packaged in 20-oz Heat-Tek™ polyethylene terephthalate (PET) bottles supplied by Ball Corp. They’re marketed alongside Bookoo’s energy beverage line.
The new water line is hot-filled by co-packer H.A. Rider & Sons. The Heat-Tek bottles were selected because they tolerate the approximately 180ºF hot-fill temperatures, and feature patented Vac-u-Flex vacuum panel technology. Pamela Thornton, manager of manufacturing and production for BooKoo, adds, “We have a great relationship with Ball, and when we explained the short time line we were on, Ball stepped up and made sure that this deadline was met with no problems.”
Polypropylene film labels for the bottles were designed in-house and are converted and offset-printed by Presslink USA, Inc. The 43-mm compression-molded plastic closures with tamper-evident tear-away bands are distributed by Gamer Packaging.
The new waters, introduced in November 2005, are being marketed nationally. Nonrefrigerated shelf life is 12 months. Currently, the waters are being marketed in single bottles, but plans are underway to launch multipacks in 2006. Average retail price for single bottles of the nutrient-enhanced water is $1.49.
—Judy Rice
