A new Rexam partnership in India will see the country’s first fruit flavoured carbonated beverage, Rio-Fusion, move from glass bottles to aluminium packaging.
A new state of the art aluminium line was opened in November 2012 at the Rexam India plant in Taloja, where the global packaging company is producing its 330ml Sleek Can for the Rio range.
Rexam worked with Rio brand owner Silver Ice Beverages to establish effective filling facilities, and the first new cans entered the market recently.
Rahul Sangoi, sales & marketing director for Silver Ice Beverages, says: “Rexam’s…team approached us with a design proposal and worked closely with the SIB to create a new-look brand that is both youthful and full of energy.
“Having previously packaged in glass, Rexam was also able to set us up with appropriate can filling facilities, making the transition to aluminium cans a smooth one.”
Rio-Fusion Drinks are enhanced with Vitamin C and honey, and are available in five flavours, targeted at Indian teenagers and students.
According to the company, the move to aluminium beverage cans will be supported by a new website and regional initiatives in which the sustainability benefits of the aluminium can will also be promoted.
