PD_Packaging Digest

Packaging Digest, April 2014

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14 packaging concepts TRENDS // APRIL 2014 www.PackagingDigest.com Anheuser-Busch adds craft cider to its roster Anheuser-Busch is entering the rapidly-growing cider category with its first wholly new brand in eight years— Johnny Appleseed. The hard apple cider has been in development since 2011 and is based off of the well- known adventurer and story teller. According to the company, Johnny Appleseed Hard Apple Cider caters to anyone with a thirst for adventure and a story to share. Everything from the taste to the packaging was co-designed by more than 750 consumers (men and women 21-34 years old) across the U.S., Canada and United Kingdom. "Cider is hotter than ever right now, and Johnny Appleseed is an exciting new entry to the category" says Adam Oakley, vp of high-end at Anheuser-Busch. "We have something very special here—the perfect balance of sweetness and intensity with a refreshing crisp apple bite. It's unlike any other hard cider on the market today." With an ABV of 5.5 percent, Johnny Appleseed is a refreshing hard apple cider best sipped on the rocks in a highball glass to bring out the full, crisp apple taste. Crafted in Baldwinsville, NY, it is made with apple juice sourced from apples in the U.S. and fine orchards around the globe, as well as cider yeast and other natural ingredients. Johnny Appleseed Hard Apple Cider hits shelves April 7 nationwide and will be available in 12-oz glass bottles with a twist-off cap in six-packs and 12-packs, and sold individually in 16- and 25-oz cans. Draught distribution will be available starting this summer. Plum pack peels off recipe label, links to baking video New pouch packaging and retail displays for Nature's Partner branded fresh plums tie into owner Giumarra Reedley's summer 2014 plum promotion: "Easy as Pie." Helping consumers do it themselves, the 2-lb resealable polypropylene pouch features a peel- off recipe label and quick-response (QR) code that links to a YouTube video with baking instructions. Kellee Harris, west coast business manager for Giumarra, told Packaging Digest that the peel-off label supplier is Yerecic (www.yereciclabel.com). The base of the label includes consumer information on the benefits of pollinators to plums as well as other crops, which is a growing concern for both our growers and consumers nationwide. "We created the graphics for the both the pouch and display in house with our graphic designer, while also working with the supplier of the peel- off label," adds Harris. "The look of a matching pouch, display and other sales materials makes the entire promotion more cohesive and eye-catching, bringing it together for the consumer. The consistency is important for our brand integrity." Nature's Partner red and black plums will begin shipping in early June and will be available through September; both varieties are available in the promotional pouch bags. Vita Coco upgrades coconut water with lemons To commemorate the brand's decade milestone, Vita Coco coconut water is blending together two of summer's favorite drinks—coconut water and homemade lemonade— to produce Vita Coco Lemonade. Consumers can start to find this all-natural drink on grocery shelves nationwide in April. With the release of its new Lemonade taste, infused with Vita Coco's unflavored coconut water, natural lemon puree and a touch of natural fruit sugar, the company was able to create a nutritious drink that has a hint of tartness from the citrus fruit as well as a refreshing flavor that consumers can enjoy in the throes of summer. The beverage's packaging design showcases a cabana inspired, yellow and white striped top to instantly remind us of sunny days, a relaxed mindset and, of course, refreshment. According to Vita Coco: "Lemonade was a one piece…we made it a bikini!" ES413463_PD1404_014.pgs 03.27.2014 23:03 UBM black yellow magenta cyan

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