Ball Packaging first launched the ‘twist and shut’ can technology on the French market in 2008 for the Coca-Cola energy drink brand Burn.
Made of plastic and aluminum, the Ball Re-sealable End has a flat opening mechanism that is rotated to open the can and turned back to reseal it.
Ball invented the end because its research found consumers liked the feel and look of cans but were often turning to PET containers when they were on the move and in need of a re-sealable container.
Aimia Foods, which is bringing the resealable can to the UK for the No Fear brand, said consumers no longer have to worry about losing fizz or spilling contents when they want to save some drink for later.
“The re-sealable technology allows people to drink the amount they want when they want it,” said Neal Haworth, category marketing manager at Aimia Foods.
No Fear Extreme Energy is the name of the new 485ml energy drink that will be packaged using the Ball ReSealable End.
So far energy drink brands have shown most interest in the resealable can end. Monster, Burn, and No Fear are all using the Ball technology in different markets in North America and Europe.
A spokesperson for Aimia Foods said energy drink consumers like the can format but do not necessarily want to drink an entire can in one sitting. Busy ‘one the go’ people want the freedom to drink what they want and then save the rest for later.
Another reason for the popularity of the resealable can end among energy drink brands may simply be the enthusiasm of the industry segment for innovation.
A recent PMMI report on the beverage packaging market said: “Energy drink manufacturers see their corner of the beverage industry as a hyper competitive market driven by a young consumer group on an endless quest for something different for the sake of being different.
“In response to this perspective, energy drink manufacturers stood out from the pack in that they appear to hold the most innovative vision for beverage packaging.”