Cans are manufactured in Japan with a cresting ocean wave and images of fruit direct-printed onto them. Filling is reportedly done by Kraft in the United States. A resealable twist-off cap tops the container. “The packaging has the feel of an aluminum can, yet the shape and capacity of a plastic bottle,” contends Margery Schelling, senior category business director for Kraft Foods Beverages, New Product Division.
She adds, “There are many advantages of the new bottle can versus glass bottles. It chills faster, stays cold longer, and it’s better for transport because it won’t shatter.”
Kraft is targeting Island Refreshers to 16- to 25-year-olds “to satisfy their on-the-go beverage needs,” says Schelling. “The bottle can really stands out on the shelf. In fact, 86 percent of consumers stated it was very ‘eye-catching,’” she reports.
Single bottles will be sold in refrigerated cases at convenience stores. Four flavors will be available, with a $1.29 suggested retail price. At club stores, the shelf-stable product will be marketed in 15-count variety packs containing three flavors. Those packs will be shipped beginning in April. Shelf life is 12 months.
Details about filling, material suppliers, and specifications for Island Refreshers were not released “for competitive reasons.” However, the container is said to be the reclosable two-piece bottle developed by Daiwa Can (Tokyo, Japan) and used by Sapporo Breweries and Kirin, both of Japan (see Packworld.com/go/C067). —JB
