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PET jar soups up Campbell's in the U.K.

The U.K.'s Campbell Grocery Products Ltd. has launched two best-selling dry-soup brands in a handy polyethylene terephthalate jar manufactured by RPC Containers Blackburn (www.rpc-blackburn.co.uk). Available since the fall, the three flavors in the line—Chicken, Golden Vegetable and Tomato—retail in the U.K. under the Batchelor's Cup a Soup brand and in France are part of the Royco Minute Soup brand. Already available in packets containing four to five servings, the larger jar size offers as much as 12 servings to provide a value for core consumers. Following the success of RPC Blackburn's PET jar design for Campbell's Oxo gravy granules, Campbell decided to use PET again, stating that it's valued by consumers for its modern esthetics, light weight and shatter-resistance.

"The new, multiserve jar makes Cup a Soup more easily accessible for frequent use and gives consumers the flexibility to make their Cup a Soup as strong or weak as they like," says Nicola Richardson, senior brand manager. "Regular Cup a Soup users will also welcome the convenience of a longer supply, ready to hand."

The durable, 300-g PET jar is injection-stretch/blow-molded in a blue color for the Batchelor's brand and in red for Royco to add impact at point-of-purchase. Its curved shape stands out on store shelves and it's easy to handle. The jar is decorated with a full-body shrink sleeve from Fuji Seal Group (www.afseal.com in the U.S.), applied by RPC Blackburn using a steam tunnel to ensure a tight fit that contours to the jar. "Producing a value pack does not mean compromising on quality, and RPC Blackburn's eye-catching, user-friendly container achieves a strong brand image," comments Paul Finch of Campbell's Soups U.K.

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