Rexam is helping energy drink manufacturer Red Bull to deal with Germany's new mandatory deposit regulations. A slightly modified slimline can has been developed by the packaging giant.
This product has already received approval from the German ministry of the environment as being compliant with the new system. A key component of the amendments has been being the changing of the tab to incorporate a cut-out Red Bull logo in the coloured tab.
The drinks company says that the die cut tab helps to differentiate the can and enhances the product's image. Tab die cutting is just one of many innovations currently being developed by leading drinks packaging firms. Indeed, in the last few years there has been an increased focus on developing the drinks can as a mechanism for brand building, differentiation and promotion.
"As the need for product differentiation grows, so do our efforts to develop new techniques that will help brands stand out on the shelf," said Ann Bonner, new product development manager at Rexam Beverage Can Europe.
The packaging firm has also developed cans suitable for containing sterilised dairy products. This, says the company, represents apackaging breakthrough. Traditionally, products containing milk could not be packaged in aluminium cans, as the decorative inks and varnishes used on cans were unable to withstand the high temperatures applied during the sterilisation process. This problem has now been solved with a range of newly developed coatings.
"We have worked closely with our suppliers to develop special inks and varnishes that allow the aluminium beverage can to withstand temperatures of up to 122 degrees," said Bonner. "These developments have redefined the boundaries of canning, resulting in increased opportunity for brand owners and can manufacturers alike."
A recent example of this packaging breakthrough is Cocio Ice Coffee, a chilled coffee drink containing milk. The product is packaged in 250ml slim-line cans produced by Rexam Beverage Can's plant in Recklinghausen, Germany.
The coffee-coloured cans display bold graphics along with the Cocio slogan. Rexam believes that the new package conveys a strong brand identity and powerful shelf impact for Cocio without compromising on design or decorative techniques.
"There is increasing focus on ice coffee and related products, and I strongly believe that the can will become an important package in this product segment in the future," said Lars Steen Pedersen, Cocio sales and marketing manager.
Rexam adds that because the can is light to handle, convenient and chills quickly, it is an ideal packaging option for iced coffee and milk-related products. "We foresee the can as being a standard package for chocolate and coffee drinks within 3 to 4 years," said Rexam's Fredrik Hellner, the sales manager responsible for the Cocio account. "It also holds potential for sterilised juices and fruit drinks.
"Packaging variety in the increasingly popular coffee market, as well as traditional segments like the chocolate milk market, enables customers to revitalise these markets by reaching new consumers with a new package, as well as reaching their traditional regular users through new sales channels."
The can is filled by Cocio Chokolademaelk, Esbjerg, Denmark, and has been launched throughout The Netherlands. The company has a brand new filling line for cans, which is one of the few in Europe to include an autoclave for sterilising dairy products.