FUSION set to inspire the market in 2009

Rexam's FUSION bottle project continues to move forward towards full commercialisation during 2009. Since the opening of the FUSION pilot line (located in Milton Keynes, UK) in May 2008, customers have been able to visit the facility, see the necking process, and commission fully branded samples for marketing and filling trials.

Although impact extruded aluminium bottles have been available in Europe for several years they continue to be seen as niche products, reserved for promotional and brand building initiatives. In creating a Drawn Wall Ironed (DWI) lightweight alternative, Rexam aspires to take the aluminium bottle into the mainstream as a cost effective, premium pack format that adds value to the drinking experience.

Independent consumer research conducted in three major European markets this year affirms consumer's preference for aluminum bottles over glass.

Steve Howell, who leads the FUSION project, commented:

‘We were pleased to see how enthusiastically the bottle was received by consumers. They loved the cold touch and the brightness of the aluminium and expressed strong opinions about what type of beverage they would expect to see in FUSION with soft drinks, including energy and health categories, FAB's and beer coming out as the top three choices.'

John Revess, Rexam's Marketing Director says,

‘Customers want to be able to customise the bottle to suit their needs whether it be in the type of closure, the shape or the serving size, and we are gearing up to respond.

‘In today's competitive market it's all about adding brand value and differentiation - FUSION offers both in abundance, including the full spectrum of Rexam ink and varnish finishes including debossing! The design possibilities are endless.'

Steve Howell went on to say:

‘With the successful developments that we have delivered throughout 2008, we are confident of an imminent announcement of precise manufacture timings and further developments at our production site in Tongwell, Milton Keynes (UK) and are looking forward to sharing these with the industry.'

The FUSION bottle is now offered in both 33cl and 25cl serving sizes with a choice of ROPP resealable, crown and maxi-crown closure options. Further size and shape variations are currently in development.

The 100% recyclable bottle is suitable for both carbonated and non-carbonated drinks and can be filled on existing bottle filling lines with minimal disruption.