70). Now the company has shipped its first shaped-can offering to the U.S., a "contour can" for its line of Jumex nectars. Sporting a simple paneled barrel shape, the three-piece welded steel cans began appearing here in Hispanic markets in September '97. An earlier design, which had strength reinforcement ribs, is being phased out because the company has located a source for stronger steel can stock, according to marketing manager Lawrence Boro. The suggested retail price of 59¢ did not change, despite increasing the fill volume from 335 mL (11.33 oz) to 370 mL (12.5 oz). Why? "We wanted to give more product to the consumer as a benefit," says Boro. Apart from acknowledging that Grupo Jumex manufactures (and shapes) its own cans, the firm was mum on suppliers and technologies involved.
Jumex contour can crosses the border
Grupo Jumex, headquartered in Xalostoc, near Mexico City, Mexico, has been busy cranking out one shaped can variation after another (see story, p.
Feb 28, 1998