Crown Helps Polaner Boost Premium Appeal in "Jam-Packed" Category

To maximize real estate for branding, Crown has printed product information around the skirt of the closure, alerting consumers that the fruit spreads are a good source of fiber and contain no high fructose corn syrup.

28 Apr 2010 --- B&G Foods, Inc. is targeting health-conscious consumers with its new line of Polaner Fancy Fruit with Fiber All Natural Fruit Spreads. The packaging, which includes beautifully decorated closures from CROWN Closures Americas, a business unit of Crown Holdings, Inc., plays an integral role in creating a premium identity for the brand and conveying its nutritional benefits.

The striking black twist closures are printed with gold and white text and feature high-quality images of flowers and leaves that frame the product name in the center. To maximize real estate for branding, Crown has printed product information around the skirt of the closure, alerting consumers that the fruit spreads are a good source of fiber and contain no high fructose corn syrup. This text is printed in the same shade of gold to consistently relay the premium quality of the product from every angle.

"The closure is often the first thing a consumer sees when looking down at a product on the shelf, giving us a strategic opportunity to deliver brand messaging and distinguish ourselves in a very crowded category," explains Marvin Schwinder, Marketing Director for B&G Foods, Inc. "That premium identity is carried through when the consumer takes the product home and hears the reassuring "pop" that guarantees safety and freshness."

Launched in April of 2010, Polaner Fancy Fruit with Fiber All Natural Fruit Spreads are available in four flavors: Strawberry, Raspberry, Blackberry and Apricot. The spreads offer three grams of fiber in every spoonful, amounting to 12 percent of the daily fiber requirement for adults. Found in many US supermarket chains, the products are sold in 12-ounce jars. The glass jars are provided by Anchor Glass.

"Closures play an important role in a consumer’s overall experience with a brand, as it’s the part of the package they interact with most," says Sheila Heath, Director of Marketing, CROWN Closures Americas. "We work closely with our customers to help them achieve a look that mirrors the high quality of the product. A closure’s look, feel and integration with the rest of the packaging must be highly engaging to ensure it lands in the carts of consumers."