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Jumex Light stands out in shaped can

That cola maker in Atlanta isn't the only one intrigued by shaped cans. Grupo Jumex of Mexico launched its line of four light nectars in a custom-shaped three-piece steel can this past summer.

Pw 24042 Thacolmakin 13

The 315-mL (10.65-oz) can is manufactured by vertically integrated, family-owned Jumex at its headquarters facility near Mexico City in Estado de Mexico. Specific details about the technology were not divulged. From a marketing standpoint, says marketing manager Lawrence Boros, the shapely conainer is perfect for a product sweetened with a sugar substitute and targeted at people whose goal is a shapely figure. "We introduced the first light nectar anywhere, and we wanted an equally innovative package," adds Boros. "Packaging is a very important part of the beverage business." Retailing for about 45¢ throughout Mexico, the can has done a good job of making Jumex Light stand out on the shelf, says Boros. "We see it as the way of the future," he adds.

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