The company introduced the containers, composed of transparent PET bodies and aluminum ends, two years ago in Europe. According to the company, the container improves upon the performance and branding potential of conventional cans and bottles, and it can be produced on existing can-filling lines.
Combined properties
Marty Brown, co-founder of Invento Americas, told FoodProductionDaily the container satisfies a number of consumer demands.
“Consumers want to see what they are drinking, but the most popular container is a can,” he said. “With this technology, we’ve been able to marry the two ideas together to offer consumers exactly what they’ve desired.”
Brown added American beverage companies and their customers are thirsty for different packaging choices, and alternate ways to enjoy drinks across several categories. The firm is gearing the packaging toward soft drinks carbonated water, energy drinks, and bright-colored beverages; current customers include Cool Blue energy drinks and 360 Flav.
One advantage the container offers beverage companies looking for a switch from cans, Brown said, is the ability to run the cans on existing equipment. They can be filled on existing can lines with minimal changeover, and placement of the aluminum ends uses the same seaming technology as conventional cans.
Consumer response
Though the container is a recent addition to the US packaging market, Brown said, feedback to the standout packaging configuration has been positive.
“We’ve been well received by both beverage companies and consumers alike,” he told FPD. “Consumers appreciate they can see the product they are going to consume; beverage companies see it as an opportunity to build sales by utilizing innovative packaging their consumers desire.”
The containers come with standard 200 and 202 diameter aluminum ends, and volumes ranging from 12 ounces to 16 ounches, and 250 ml to 500 ml. Custom shapes, colors, and embossed and debossed containers can be ordered.
Brown and co-founder Bill Brandell will be displaying the Invento container at beverage industry trade shows next month. Events on the company’s calendar include Craft Beverage Expo, May 7-8 in San Jose, California; Beverage World Forum, May 20-21 in New York City; and Healthy Beverage Expo, May 29-31 in Long Beach, California.