19.03.2010

Edeka Hessenring introduces new brands in beverage cans

Attractive designs for various beers and soft drinks appeal to young buyers

Ratingen, 19 March 2010 –  With the new beverage series ‘29’ and ‘Perlquell’ Edeka Hessenring breaks new ground: for the first time a retail chain attaches importance not only to a favourable price, but also to an attractive design. As of now Edeka Hessenring is, with its own brand ‘29’, offering beer in half-litre steel cans from Ball Packaging Europe and, with its own brand ‘Perquell’ also a series of soft drinks in the slim, 33cl sleek can. The beverage cans with their modern and witty design are attractive particularly for young, price and style-conscious groups of buyers.

Cool design for Edeka Hessenring’s customers: the company’s own new beer brand ‘29’ is as of right now standing there on the supermarket shelves in elegant black cans. The can decoration with the beer foaming like a waterfall whets the buyer’s appetite for the refreshing amber nectar. Besides the ‘29‘ Pils, the variants beer/coke and Radler are to be on offer shortly.
Rip meets hiss: a half-opened zip fastener is resplendent on the Perlquell beverage cans. Tasty fruits and ice cubes in sparkling soft drinks peep out from behind it, giving an indication of the contents: coke, Apfelschorle (a mixed drink of soda and apple juice), orangeade and lemonade are the flavours Edeka Hessenring is putting on the market as its own brand of refreshing drinks as from March.

The eye also buys
That the zip fastener design is similar to a filled cocktail glass and also for the beer series a high-quality image language has been chosen, is no accident. With the saucy designs, Edeka Hessenring is deliberately moving the straightforward price argument, with which own label have so far been marketed, into the background.

Hans-Jürgen Steffen, Managing Director of Edeka Hessenring, explains, in connection with the product launch, “Own labels do not have to be packaged in a boring way – even price-conscious buyers prefer to take products with an attractive appearance. With our modern designs we are targeting mainly younger groups of buyers. For us, the fact that beverage cans are awarded good marks as regards environmental protection is an important argument in favour of this packaging solution.”

Beverage cans are the most frequently recycled packaging in the world. They can be reused with infinite frequency and without any loss of quality. The use of recycled beverage cans saves up to 95 percent of the energy required for the production of new material. Hence beverage cans make a valuable contribution to climate protection.

Printable photographic material on this press release can be found in our image data base under 1-00304 und 1-00315.

Captions:
Cool enjoyment – not only for 29 year-old consumers: with its new own brand ‘29’, Edeka Hessenring is offering various beers in witty beverage cans from Ball Packaging Europe.

An open zipper on the can reveals the contents: Edeka Hessenring's new beverage label comes in cola, spritzer, orange and citrus versions.


Contact:
Sylvia Blömker
Director Public Relations
Phone: +49 2102 130 451
Mobile: +49 172 514 1503
sylvia_bloemker@ball-europe.com

Ball Packaging Europe
Ball Packaging Europe is one of the leading European beverage can manufacturers, employing 2,900 people at 13 sites in Germany, France, Great Britain, the Netherlands, Poland and Serbia. The company is a subsidiary of Ball Corporation, a supplier of high-quality metal and plastic packaging for beverage, food and household products customers, and of aerospace and other technologies and services, primarily for the U.S. government. Ball Corporation and its subsidiaries employ more than 14,000 people worldwide and reported 2009 sales of approx. 7.3 billion US dollars.

Forward-Looking Statements
This release contains "forward-looking" statements concerning future events and financial performance. Words such as “expects,” “anticipates,” “estimates” and similar expressions are intended to identify forward-looking statements. Such statements are subject to risks and uncertainties which could cause actual results to differ materially from those expressed or implied. The company undertakes no obligation to publicly update or revise any forward-looking statements, whether as a result of new information, future events or otherwise. Key risks and uncertainties are summarized in filings with the Securities and Exchange Commission, including Exhibit 99.2 in our Form 10-K, which are available at our Web site and at www.sec.gov. Factors that might affect our packaging segments include fluctuation in product demand and preferences; availability and cost of raw materials; competitive packaging availability, pricing and substitution; changes in climate and weather; crop yields; competitive activity; failure to achieve anticipated productivity improvements or production cost reductions; mandatory deposit or other restrictive packaging laws; changes in major customer or supplier contracts or loss of a major customer or supplier; and changes in foreign exchange rates or tax rates. Factors that might affect our aerospace segment include: funding, authorization, availability and returns of government and commercial contracts; and delays, extensions and technical uncertainties affecting segment contracts. Factors that might affect the company as a whole include those listed plus: accounting changes; changes in senior management; the current global recession and its effects on liquidity, credit risk, asset values and the economy; successful or unsuccessful acquisitions, joint ventures or divestitures; integration of recently acquired businesses; regulatory action or laws including tax, environmental, health and workplace safety, including in respect of climate change, or chemicals or substances used in raw materials or in the manufacturing process; governmental investigations; technological developments and innovations; goodwill impairment; antitrust, patent and other litigation; strikes; labor cost changes; rates of return projected and earned on assets of the company's defined benefit retirement plans; pension changes; reduced cash flow; interest rates affecting our debt; and changes to unaudited results due to statutory audits or other effects.

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