“The response by retailers and consumers has been overwhelmingly positive—they love it!” says senior art director Lauren Smith. She says the keyword directives for the three-member in-house graphics team were to make the new look “premier, scientific, and revolutionary.”
The stock silver metallic pigmented high-density polyethylene bottles are supplied by Industrial Container & Supply. Container sizes range from a 75-mL vial to a 14-pint tub. Stock closures are used for the line, whose most popular size is 38 mm, Smith says.
Rather than a pressure-sensitive paper label as was used before, the graphics are supplied on 2-mil polyvinyl chloride shrink labels gravure-printed in four colors by Seal-It.
The labels provide more usable space on the bottle, Smith points out. They also help reduce costs by having the shrink label provide tamper evidence rather than requiring a separate band as was used before.
The products were introduced in General Nutrition Center stores in early 2002; nationwide, the rollout was completed in early 2003, according to Smith. Retail pricing ranges from $1.99 to $54.99. —RL
