Smoothie label sends fresh message

Pacific Beach, the newest brand to merge into the herbally enhanced smoothie tidal wave, sets itself apart by listing non-fat yogurt and chunks of fruit among its ingredients.

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Shane Donavan, vice president of Pacific Coast Brands in South Laguna, CA, says he hopes to convey those fresh ingredients on the label with crisp images of fruit.

"I have three seconds to make people want this product, and that means the label," Donavan says. "I have one chance for people to see great fruit, great color, great freshness, great price."

The pressure-sensitive label, designed by Donavan, is a 60# paper label adhesive-laminated to a 3/4-mil layer of polypropylene that protects the paper from moisture damage and abrasion. Converter Lord Label (Fullerton, CA) prints the label in eight colors on a flexo press. The 16-oz stock bottle, injection/stretch blow-molded of polyethylene terephthalate, is by Bomatic Inc. (Ontario, CA). The low-density PE cap from Consumer Cap (New Castle, PA) is injection-molded with a tear-away TE band. A contract packager cold-fills the pasteurized product.

On the market since June, Pacific Beach Smoothies are available from Denver down to Arizona, and west to Hawaii. The beverage has a refrigerated 60-day shelf life and retails for $1.89.

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