Daily Dose: Nova Refreshes in Sleek Format

Contrary to many sweet-tasting drinks, this beverage suppresses the feeling of hunger for longer periods because the isomaltulose is broken down much more slowly than normal sugar.

14/11/2007 Nuremberg, 14th November 2007. With the new essential drink, Nova, it is possible to achieve one's personal best form and at the same boost one's health despite a stressful lifestyle. The innovative, non alcoholic beverage has already been on the market for a few weeks - filled in the Sleek Can from Ball Packaging Europe.

Nova contains a holistic combination of active substances obtained from the new type of sugar isomaltulose, extracts from guarana and green coffee as well as the amino acids L-arginine and L-lysine. Contrary to many sweet-tasting drinks, this beverage suppresses the feeling of hunger for longer periods because the isomaltulose is broken down much more slowly than normal sugar. At the same time, Nova stimulates the fat metabolism. Dr. Stephan Schimpf, a medical doctor from Salzburg, spent three years developing the drink before it was "ready for the can".

Nova refreshes both body and mind by stimulating perception and enhancing circulation. Consumers can apparently concentrate more easily and achieve their best form even under occupational stress. The drink tastes fresh but not sweet.

The effect of Nova is underlined by it being filled in the Sleek Can from Ball Packaging Europe. "Nova demonstrates once again that in particular premium, diet, fitness and wellness drinks are ideally suited to the modern design of the Sleek Can", says Rob Miles, Vice President Sales & Marketing at Ball Packaging Europe.

Consumers associate the slim shape primarily with low calorie drinks, but even beer in the Sleek format is becoming increasingly accepted: For example, the French brand Kronenbourg has already been filled in 330 ml and 250 ml Sleek Cans for the past two years. A few weeks ago, Gaffel Kölsch also included such a slim-line Ball Packaging Europe can in its assortment because the shape and the particular design resemble a glass of Kölsch.

Trend towards Sleek Can continues

Since Ball Packaging Europe's market launch of the Sleek Can in the year 2004 sales of this format have risen continuously - from initially 30 million units to around 600 million units in the current year. What is more, the can maker has not only established the 330 ml Sleek Can on the market but since 2005 also the 250 ml can. The company's production capacities for this format in Weißenthurm, Rhineland-Palatinate, are virtually fully utilised.  Ball Packaging Europe is expecting continued sales volume growth for the Sleek Can in 2008. In order to meet this demand, the company is currently re-equipping a further production line at the Weißenthurm plant. This will probably start producing both 330 ml standard cans and also Sleek Cans as a so-called 'swing-line' from April 2008 onwards.