Kraft puts the squeeze on Cool Whip

As American as apple pie–and, in fact, often used as an accompaniment to apple pie–Cool Whipw whipped topping, introduced in the late '60s, is now offered in a hipper, more dessert-decorating-friendly package, in addition to the traditional plastic tub. New Cool Whipw Squeeze comes packaged in a laminated polyester/polyethylene pinch-waist film pouch topped with a proprietary dispensing fitment designed by Kraft.

As American as apple pie–and, in fact, often used as an accompaniment to apple pie–Cool Whipw whipped topping, introduced in the late '60s, is now offered in a hipper, more dessert-decorating-friendly package, in addition to the traditional plastic tub. New Cool Whipw Squeeze comes packaged in a laminated polyester/polyethylene pinch-waist film pouch topped with a proprietary dispensing fitment designed by Kraft. The fitment, heat-sealed to the shoulders of the pouch by a stabilizing "canoe" base, incorporates a white polyethylene decorator tip and a blue, tamper-evident polypropylene overcap. To use the product, home bakers twist and pull off the cap and then squeeze the bag gently to push the topping through the fitment nozzle to decorate cakes and pies, as well as "everyday snacks like cookies, fruit, even hot cocoa," the label reads. Unused portions can be refrigerated for up to four weeks, or can be refrozen for longer storage. Marketed in the freezer cases of supermarkets in select cities, the new pouch holds 6 oz of whipped topping and has a suggested retail price of $1.89. Officials from Kraft and from Riley & Geehr, of Evanston, IL, which preforms the pouches, declined to discuss details of their respective Cool Whip Squeeze packaging operations. However, Riley & Geehr has Japanese lines from both Totani Giken Kogyo Co., Ltd. and Nishibe Kikai Co., Ltd. on which the pouches could be formed.