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No more can openers for Baxters' soups

Baxters Food Group Ltd., Fochabers, Scotland, revamped its entire Ambient Soup line with a new easy-open end from Crown Cork & Seal (Philadelphia, PA).

Pw 15102 Baxters Web

Crown’s Eole III™ end allows Baxters to enhance consumer convenience by eliminating the need for can openers. “Customers always appreciate improvements that make their lives simpler,” says Claire Quigley, brand manager for Baxters Ambient Soups.

The three-piece welded can is made of tin-coated steel and is produced at Crown’s Worcester, U.K. plant. The end includes a three-step “how to” illustration that demonstrates how to lift the tab that pop opens the seal, and peel it back to remove the end. The illustration was printed via the lithographic process in black.

The tab on the end lies flat to prevent catching on machinery during the filling and packaging process. The 415-g soup cans were launched in the second half of ’02 in the U.K., U.S., Australia, and Canada. --ES

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