SUBSCRIBE

Breaking News on Food Marketing and Retailing

Headlines > Products & Marketing

Special Report from Brau Beviale

Ball trumpets two-pronged innovation strategy

By Rory Harrington , 15-Nov-2011

Ball trumpets two-pronged innovation strategy
Ball trumpets two-pronged innovation strategy
Loading...

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.

Subscribe to our FREE newsletter

Get FREE access to authoritative breaking news, videos, podcasts, webinars and white papers. SUBSCRIBE
NPD category busters: From ‘Teagurt’ to coffee fruit energy to Milo expansion

NPD category busters: From ‘Teagurt’ to coffee fruit energy to Milo expansion

Jane Barnett

Insights manager for Australia-New Zealand, south east Asia and India,...

Rise in demand for products with added proteins: expert

‘Weekend warriors’ drive added protein demand

Weekend fitness fanatics are driving the demand for more mainstream food and drink products,...

UK researcher backs supplements for omega-3 intakes

UK researcher backs supplements for boosting omega-3 intakes

Philip Calder

Professor, University of Southamption

GM camelina matches fish oil omega-3 levels

The road to fish-oil equivalent GM camelina

Rothamsted Research has achieved omega-3 levels comparable to fish oil in its first GM...

Thins in packaged bread could spark growth, Mintel

Can ‘thins’ save a dwindling packaged bread sector?

‘Thins’ have taken off in the US and Canada with bread, bagel and even...

All diets work if you stick to them: Research

Little difference between diets, it's the sticking that counts: Research

Dr Bradley Johnston

senior scientist, the Hospital for Sick Children's Research Institute

Bread innovation needed amid carb, additive backlash: Mintel

Additives and carb backlash stumps bread innovation, says Mintel

Stephanie Pauk and Pam Yates

Analysts, Mintel

Mooted novel food changes will open exotic fruit doors in EU

Mooted novel food changes will open exotic fruit doors in EU

Dr John Wilkinson

Consultant and EU Novel Foods expert

Snacks and candy blur: NPD and retail fueling, says NCA

Is that a snack or a candy? ‘It’s so blurred now’, says NCA president

Snacks and confectionery have truly blurred from a product perspective and retail slant, says...

EU-backed metabolic syndrome project has health claim wins in sight

EU-backed metabolic syndrome project has health claim wins in sight

Nick Henson

Associate director, International Food Network (IFN)

Tesco soft drinks buyer warns brands PowerPoint can be painful

'PowerPoint can be painful!’ Tesco soft drinks buyer warns entrepreneurs

The head of Tesco’s soft drinks buying team David Beardmore has urged aspiring brands...

Breakfast cereal decline: Mintel talks opportunities, challenges

Crunch time: Is breakfast cereal doomed to sink?

The global breakfast cereal market faces increasing competition as consumers turn to convenient alternatives,...

Beauty chocolate: Astaxanthin in functional confectionery

Beauty chocolate: Algatechnologies touts red seaweed for functional confectionery

Efrat Kat

Director of marketing and sales, Algatechnologies

Keeping it clean: 3 botanical chiefs pull adulteration weeds

Keeping it clean: 3 botanical chiefs pull adulteration weeds

Antoine Bily, Naturex global R&D director

Christian Artaria, Indena marketing director, Holger Riemensperger, Frutarom general manager,...

Functional confectionery: What does the future hold?

Which big player will be first on functional confectionery scene?

Adrian Sagman

Vice president of international sales and marketing, Carmit Candy

EU supplements sector presses on for EU botanical acceptance

EU supplements sector presses on for EU botanical acceptance

Alban Maggiar

Chairman, European Health Product manufacturers’ Association (EHPM)

Global probiotics business is booming, while Europe focuses on blends and 'piggybacking'

Global probiotics business is booming, while Europe focuses on blends and 'piggybacking'

Strong growth in the Americas and Asia is helping the probiotics industry to strong...

Nutritional snacks? Manufacturers misread consumers, says Datamonitor Consumer

Nutritional snacks? Manufacturers misread consumers, says Datamonitor Consumer

Nutritious snacks have not boomed because manufacturers overwhelmed consumers in a category where indulgence...