Crown’s Award-Winning Orbit® Closure Continues Penetration in Europe

Thursday, March 1, 2012
Closures & Capping

HAK Adopts Closure to Bring Increased Convenience to Dutch Consumers

Philadelphia, PA – March 1, 2012. HAK, a leading producer of preserved fruits and vegetables in the Netherlands, is the latest brand to incorporate the Orbit® Closure from CROWN Food Europe – Cans and Closures,  a business unit of Crown Holdings, Inc. (NYSE: CCK) (Crown) (www.crowncork.com), on its range of apple compote and apple mousse products. This is the fourth launch of the award-winning easy-to-open cap in the last five months.

The Orbit® Closure is designed in two parts. A central panel is sealed to the jar by vacuum and an outer ring is screwed in place to provide protection while also acting as the opening and closing device.  This innovative design reduces the force required to remove the closure as it eliminates friction between glass finish and the seal. In fact, the Orbit® Closure makes jars significantly easier to open compared to standard twist closures, enhancing convenience for consumers of all ages.

“As a market leader in a very competitive environment, we needed packaging that would stand out on supermarket shelves and strengthen our image as an innovator,” said Michiel F. Van Ginkel, Managing Director at HAK. “The Orbit® Closure actually goes one step beyond that and serves as a real breakthrough in the preserved fruits and vegetables sector. When we surveyed our customers, we received a very positive response to the new closure, because they saw the clear consumer benefits versus the current standard twist cap.”

Crown’s Customer Technical Support team (CTS) has worked closely with HAK to assess the opening torque performances of the new closure and the company’s processing equipment. In addition, Crown’s innovation team helped HAK to develop a powerful look for the new cap, including graphics and an eye-catching, colorful ring to differentiate the product on the shelf.   

“Strong brands like HAK are always seeking to distinguish their products in the minds of consumers,” said Jason Hegarty, New Product & Marketing Manager, CROWN Closures Europe. “With our Orbit® Closure, HAK enhances the openability of its apple preserves range and clearly communicates a commitment to innovation.”   

The Orbit® Closure is currently available in 63mm and 70mm diameters. Development of an 82mm size is underway and is expected to launch in 2012.  The Orbit®Closure can run on existing capping machinery, and only a few simple change-parts are needed. Glass finishes remain exactly the same as for standard Twist closure.

About Crown Holdings, Inc.

Crown Holdings, Inc., through its subsidiaries, is a leading supplier of packaging products to consumer marketing companies around the world. World headquarters are located in Philadelphia, PA. For more information, visit www.crowncork.com.

For more information, contact:

In the United States: Ron Skotleski, Director of Marketing, CROWN Beverage Packaging; Tel: (215) 718-1303; Email: ron.skotleski@crowncork.com

In Europe: Caroline Archer, Marketing Director; Tel: +33 1 49 18 40 43; caroline.archer@eur.crowncork.com

For editorial inquiries: Thomas T. Fischer, Vice President, Investor Relations and Corporate Affairs; Tel: (215) 698-5266; Email: thomas.fischer@crowncork.com

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