The 32-oz Big Mouth Jar is an alternative to the round glass bottle and is available for regular and light versions. The product debuted in early fall 2004 and was available nationally by year’s end. It sells for an average price of $3.65.
IDI was involved in prelaunch research. With IDI’s input, Kraft learned that consumers were frustrated by the small opening, shape, and breakability of the glass jar.
This new design features a blow-molded PET bottle that’s easy to grip and stores conveniently in refrigerator racks.
“The shatterproof package replaces the glass jar,” says Maurice Markey, Kraft Foods senior category business director. “Consumer response has been strong.”
Markey points out that the flip-top closure is more than 100% larger than for the traditional jar of mayo. The wide mouth opening permits easy access for a knife or spatula. The lid’s straight edge enables consumers to scrape excess mayo from their utensils. Also, the lid removes to allow consumers to access every bit of product. The custom, “race-track” style 4¾’’ x 2¾’’ oval snap-top closure is from Seaquist. The blue, injection-molded part appears to be made of polypropylene. A foil laminate innerseal provides tamper evidence.
The new jar is said to improve shelf density, reduce case size, is stackable, and provides enhanced brand recognition. Graphics are via wraparound paper label, printed in at least five colors, that’s applied to a flat, indented central portion of the panel. It’s the second major revamping of Kraft mayo. Previously, Kraft redesigned its 1-gal foodservice mayo into an ergonomic, operator-friendlier shape (see packworld.com/go/c127).
