Pouched gels prove 'fun and different'

Both 2.5- and 10.5-oz plastic bottles of the product, aimed at girls aged 10 to 18, have been available since the line was launched in October 2000. The pouch is simply another packaging alternative, says Baldwin. Cost comparisons of bottle vs pouch are not available, she adds.

Launched this past May, the 13-oz pouches use a push/pull dispensing system. Also incorporated in a bottom corner of the pouch is a small circular hole from which the pouch can be hung in the shower.

Kapak (St. Louis Park, MN) makes the pouches from a three-layer adhesive lamination of 60-ga nylon/48-ga polyester/5-mil linear low-density polyethylene. The polyester is reverse-printed on a gravure press in two colors. Distributor Expac Corp. (Montvale, NJ) supplies the premade pouches.

Filled by a contract packer in California, the Pure Heaven pouches sell for $3.99 and are available primarily at mass merchandisers across the country. (PR)