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2007-02-27 News Release

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FreshCan Innovative Beverage Packaging

Ball Packaging together with Degussa FreshTech Beverages launches the innovative FreshCan for the first time in Europe for ready-to-drink solutions.

FreshCan contains an air- and watertight plastic capsule, the so-called wedge, that enables sensitive ingredients which quickly lose their effectiveness in an aqueous environment to be stored in a dry state. For the first time it is now possible to market products with sensitive ingredients in beverage form.

Find Information and Suppliers of beverage packaging.

The patented innovative packaging was developed by the beverage can maker, Ball Packaging Europe, in co-operation with the company Degussa FreshTech Beverages which owns the exclusive right of licensee.

The technology has been used since the beginning of the year by Atlantic Multipower Germany, Europe's leading supplier in the sports food sector. With "Crea Max", the company is introducing a ready-to-drink creatine product in Germany, England and Austria. Cranberry-flavoured Crea Max contains 4.6 g creatine citrate, a natural dietary supplement, which enhances the performance of those engaging in sports involving intensive muscle workout and which increases the effectiveness of weight training.

The first sports drink containing creatine is now also available in Europe: “Crea Max” in the FreshCan was launched at the beginning of the year in Germany, Austria and UK. The FreshCan is an innovative beverage can which enables products with sensitive ingredients to be marketed in beverage form. Click Go for High resolution image. photo: Ball Packaging Europe

Thanks to the wedge, the creatine is freshly mixed with the drink when the can is opened. The advantage for the consumer is the added convenience because creatine was previously only available to sportspeople in tablet or powder form and not as a drink. Crea Max in the 429 ml can is sold through sports studios and, in Europe, is available exclusively from Atlantic Multipower Germany.

"The effect of creatine in muscle workout is well known. In the sports food sector, it is a unique innovation to offer the active substance in conjunction with a drink. With this product, we can offer sportspeople with true added value," explains Stephanie Wullenweber, Junior Brand Manager Multipower Professional. "Being the leading supplier of dietary supplements in this sector, Crea Max is extremely important to us strategically."

"Scientific studies have shown that creatine is not stable in normal beverage products. The longer it is in contact with the liquid, the greater the loss in effectiveness", explains Dr. Ralf Jäger, Vice President Marketing & Sales at Degussa Fresh Tech Beverages. "The potency of such sensitive substances starts to decline as soon as they are dissolved in a liquid". Degussa is one of the leading producers of creatine which is sold under the brand name "Creapure“.

"The FreshCan technology has changed our general concepts as to what we can market as a drink in future", says Rob Miles, Vice President Sales&Marketing at Ball Packaging Europe. "It is feasible that numerous innovations will be supplied as ready-to-drink solutions thanks to FreshCan, in particular in the continually growing segment of sports and wellness products."

Find information about Ball Packaging Europe.

Read a recent press release about - The first commercially launched thermoformed tamper evident solution for food packaging is a stylish and practical container for an ice cream brand.

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