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King Oscar finds a new opening for its mackerel can

King Oscar finds a new opening for its mackerel can

October 3 2014

Press Release

King Oscar finds a new opening for its mackerel can

One of the world’s leading canned fish brands, King Oscar, has enhanced its popularity by adding an advanced opening solution to its relaunched mackerel can. The Norwegian seafood firm chose Ardagh’s Easy Peel aluminium can end as an important convenience feature of its new aluminium can.

Developed as an entirely new and improved approach to can openability, Easy Peel comprises a metal ring on which an aluminum foil is heat sealed. The consumer has a safer and quicker means of opening the can, with a drastically reduced risk of spattering its contents. It is also 50 per cent lighter than a standard end.

Patrick Savouré, Commercial Director, Seafood, Ardagh Group’s metal division, explains the background: " King Oscar made the decision to add the genuine Easy Peel packaging to its branded portfolio as a way to establish new standard on the markets they deliver their products. When we demonstrated the added value of our Easy Peel component, they quickly recognized the benefits. The brand is also breaking new ground as the first rectangular can to feature Easy Peel in the Norwegian market, which gives it, along with the striking new design, added differentiation. Consumer reaction has been very enthusiastic, " he added.

The new can has proved so successful for King Oscar that it is being launched with two new designs in the United States.

Further Information From
Patrick Savouré, Commercial Director Seafood, Tel: +33 6 85 22 14 50 ,

NB: The can’s design, created by brand agency LFH, uses an interlocking stylized fish pattern to underpin its positioning as ‘Seafood Experts’ – with 110 years of Norwegian heritage and tradition. It also features a badge lock-up to hold all key product information, and communicates the brand’s heritage and the passion Norwegians and others have for mackerel in tomato sauce.