| Subject: |
Fridge Vendor: A cool idea that’s paying off |
Related Information
Read more about FridgePack at the web site of Point Forward, the company who did the initial consumer research for Alcoa.
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Read about Coca-Cola’s FridgePack in Aluminum Now
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Miller Brewing picks up a couple of Fridge Packs
Soon you'll be able to pick up a 12-pack of Miller Lite or Miller Genuine Draft beer and fit the whole thing on a refrigerator shelf. As of April 2004, Miller Brewing will be offering its two flagship brands in the innovative Fridge Pack container developed by Alcoa and Riverwood International.
Read more at Food Production Daily
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Company/organization(s): |
Alcoa Rigid Packaging |
| Location: |
Alcoa, TN |
| Summary: |
Alcoa customers who make cans are benefiting from a packaging innovation that keeps consumers cooler, moves more merchandise for beverage fillers - and came from Alcoa. You may know it as a Coca-Cola Fridge Pack. Or a Dr. Pepper CoolPack. Or, if you’re in Australia, a FridgeMate. |
Whatever it’s called, it’s an innovative package for beverage cans that fits onto the shelf of your home refrigerator – and dispenses cans like a rack at the local convenience store.
Fridge Vendor, as it was originally called when spawned by Alcoa’s Rigid Packaging business in 1998, is making it easier for consumers to keep more drinks cold in the refrigerator these days. And although it has no aluminum ingredients – it’s made of fiberboard — Alcoa invested in its development because it offers the potential to increase the number of cans a consumer uses and grows business for Alcoa’s customers in the canned beverage industry.
Fridge Vendor took shape when Alcoa Rigid Packaging was looking for ways to sell more aluminum can sheet. The idea was the outcome of extensive, in-home ethnographic consumer research and brainstorming sessions with Alcoa, Riverwood International Corp., a leading paperboard packaging company, and others. The key insight was that if new packaging could make it easier for consumers to store more canned beverages in a refrigerator, they might buy and consume more drinks. The new packs take up “dead” space in the refrigerator. Riverwood engineered the package. Alcoa developed the graphics, and, with Riverwood, took the idea to major beverage fillers.
Fillers liked the idea. Coca-Cola Amatil in Australia was an early adopter, putting its soft drink line in The FridgeMate. Coca-Cola Consolidated followed with the FridgePack; Seven Up/Dr. Pepper with the CoolPack. Snapple recently has introduced an eight-pack version. In addition, other fillers worldwide are testing or using the package. The packs have been well received by consumers, and beverage makers say they have helped boost sales.
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