GERMANY: Rexam unveils Sleek can for Europe
Rexam has developed a new aluminium beverage can format.
The new offering, called Sleek, holds 330ml and uses the same end as the standard can but is taller and more slender in diameter. The beverage can manufacturer said today (15 June) that it has created the can specifically for European customers.
"Sleek can be used by marketers to really make a brand stand out on-shelf and to maximise brand impact," the company said. "Furthermore, the aluminium Sleek can offers perfect environmental credentials, being 100% recyclable into new cans."
"Sleek has been developed for the European market primarily with mineral water and health drinks in mind," addedd Göte Nylin, market development director. "However, the exciting new size and shape lends itself well to any beverage type. We expect the aluminium Sleek can to open up exciting new opportunities for brands to use beverage cans."
The can has been available in the US in 9-, 10.5- and 12-oz sizes for some years. Rexam currently runs two can-making lines on sleek. Main users of the Sleek can in the US are Coca-Cola, Pepsi Cola and Starbucks Coffee.
Rexam will manufacture the cans in Europe at their facility in Recklinghausen, Germany, with a production line being specifically converted to run the new can. It will be available in Europe from late 2006.
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