Resealable can from Ball Packaging Europe Debuts in the U.S.

Just in time for summer, Monster Energy is launching its new energy drink, Monster Import, in the U.S. in re-sealable beverage cans from Ball Packaging Europe. This is the first new market outside Europe for the Ball Resealable End. The packaging innovation gives the lifestyle-conscious consumers of Monster Import additional convenience with a resealable can which they can open and close with one hand.

Monster Energy, Corona, California, became the first U.S. company to use beverage cans featuring the Ball Resealable End (BRE). The 550 ml beverage is packaged in Ball’s cans with the BRE which are filled in the Netherlands and imported to the U.S. 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 allows the can to retain its characteristic flat end and consequently its stackability, efficient space utilisation and other logistical benefits for transport, storage and retailing at the point-of-sale.

These considerations played a central role for the Monster Energy when it decided to use Ball’s innovation. “Monster continues to expand the Energy Drink category reach with true innovation by introducing the first resealable can end in the U.S. that can be opened and resealed with one hand," explains Geoff Bremmer, brand manager, Monster Energy. "In the U.S., the energy drink category continues to show strong growth, and with this unique product and package we will create a new buzz in this highly competitive sector."

With the resealable end, Ball adds the icing on the cake to the beverage can’s existing merits such as brilliant printability, excellent cooling property, long shelf life and excellent recyclability. Right from the start, Ball geared development work on the Ball Resealable End to the most stringent convenience and safety requirements: the end is drip-tight, very easy to open and absolutely pressure stable (up to 6.4 bar). The tamper-proof seal is retained and the new can end provides a barrier against light and gas.

In 2008, the innovative BRE was launched in the French market followed by The Netherlands in the spring of 2009. Over the past year, this packaging innovation has earned various awards including the "Can of the Year Award“ and the "Best in Metal Award“.

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