In addition to its shrink-sleeved canister format launched in early 2007 and sold at Costco (see ‘Zenergized’ for Costco, www.packworld.com/view-24212) San Francisco, CA-based Bevology also developed a tube format for its effervescent Zenergize supplements.
Introduced in September 2007 and sold in cartons, the products retail in seven varieties at Whole Foods, Walgreen’s, and Vitamin Shoppe stores nationally and in Los Angeles-area Longs and Ralphs stores. Each is priced at $6.99 for one variety of 10 all-natural servings.
“The tube format gives grocery consumers a more viable option,” says Michelle Arnau, Bevology director of marketing. “It’s portable and offers several servings.”
The 4” tall, 1” dia white polypropylene tubes are supplied through Sanner in Germany, which operates stateside as Sanner of America (www.sanner-usa.com). Sanner also provides the tube’s cap, injection-molded of low-density polyethylene. The colorful SBS cartons are sourced from Germany-based Gundlach. Measuring 13⁄4” x 11⁄2” x 51⁄4”, the cartons have a die-cut hang tab.
Because the tablets are unwrapped, unlike the individually wrapped tablets found in the canister version sold at Costco, a desiccant contained within a chamber in the reclosable cap protects the tablets from air and moisture, keeping them fresh. Identity of the desiccant supplier is not available.
For the same reason, the cap is designed with a spiral “shock absorber” to help reduce product damage to the unwrapped tablets (see photo, right). Likewise, the carton is designed with folded inner tabs to help secure the tube.
The packaging was determined through much research, according to Arnau, starting with the basic product premise.
“Our whole proposition is really the tablet,” Arnau explains. “We talked to consumers who buy in smaller quantities than our 40-count canister sold at Costco.”
