Special Report from Brau Beviale

Ball trumpets two-pronged innovation strategy

By Rory Harrington

- Last updated on GMT

The metal can is a highly evolved product but manufacturers are working hard to find new ways of innovating with it, said Ball Packaging from last week’s Brau Beviale trade show in Nuremberg, Germany.

FoodProductionDaily.com caught up with marketing director Gerlof Toenhake at the event who highlighted the company’s strategy of combining technical enhancements with marketing measures to boost brands at the point of sale.

The roll out of a new sleek can line in Netherlands next year was typical as it sought to vary container dimensions to reach new markets such as energy drinks, he added.

Ball has become the sole European can maker to be granted a license to produce a special beverage can for premium wines. Boasting a thicker lacquer to protect the wines, Toenhake explained the new format, like the energy drinks, was designed to reach younger consumers.

It has also come up with a new resealable can closure for fruit-flavoured energy drinks.

Enhancing brands at the point of sale is crucial, as 75% of consumer decisions are made there, he said.

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