Monster Import Debuts in Resealable Cans from Ball

The BRE is a revolutionary aluminium can end with an integrated flat opening mechanism made of plastic. The can is opened by simply turning the mechanism and is easily sealed again by turning it back.

06/08/09 California-based Monster Energy has launched 550ml Monster Import in cans featuring the Ball Resealable End (BRE), and supplied by Ball Packaging Europe, filled in the Netherlands and imported to the US for sale.

The BRE is a revolutionary aluminium can end with an integrated flat opening mechanism made of plastic. The can is opened by simply turning the mechanism and is easily sealed again by turning it back. Unlike previous solutions for resealing beverage cans, the BRE enables the can to retain its flat end and therefore its ‘stackability’, efficient space utilisation and other logistical benefits for transport, storage and retail.

Cans featuring the BRE were first introduced in Europe in 2008 and caught Monster’s eye last summer at the Spanish Moto GP.

“When we saw this can, we knew it would be perfect for Monster as we continue to expand the energy drink category reach with true innovation,” said Geoff Bremmer, brand manager, Monster Energy. “Monster Import super premium formula was developed in Europe and packaged in this unique ‘One Hand, No Hassle’ resealable can, which will create a new buzz in the energy category.”

The BRE adds ‘resealability’ to the long list of beverage can benefits, such as superior shelf life, tamper resistance, the ability to chill quickly, excellent billboard space and recyclability. The end meets the most stringent convenience and safety requirements, being drip-tight, easy to open and completely pressure stable (up to 6.4 bars). The tamper-proof seal is retained and the new can end provides an absolute barrier against light and gas.

The resealable beverage can is the result of close cooperation between Ball Packaging Europe, The Coca-Cola Company and the Dutch company Bound2B BV. Antonio Perra, MD and partner in Bound2B BV, invented the resealable can end and developed it to market maturity together with Ball Packaging Europe.