Pro Chef is formulated and positioned as a "premium-quality" cooking spray.
"We wanted to immediately communicate to consumers the product's high quality," says Barry Lipsy, project manager at Bestfoods, Englewood Cliffs, NJ. "Accordingly, we needed to use a distinctive container." It's believed to be one of the first uses of a brushed aluminum can for food.
Pro Chef is packaged in a 6-oz container with a standard spray valve that's wet-on-wet offset-printed in six colors. Bestfoods wouldn't comment on the economics, though CCL estimates the can costs in the neighborhood of 10% more than a traditional seamed steel aerosol can.
The product, available in two varieties, began shipping in the third quarter of 1998 and retails for approximately $2.89. That's "no more expensive than the leading brand," according to Lipsy.