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.
