FDBusiness.com

Graham Packaging Company Inc.’s subsidiary in the United Kingdom, Graham Packaging Plastics Chalgrove, has teamed up with StarBrands Ltd. to unveil new PET packaging aimed at helping to revitalize the sales of Sqezy wash-up liquid. The historic brand, which popularized the phrase “Easy peasy lemon sqezy,” is being transformed under the ownership of StarBrands and repositioned against leading products in its market sector.

“We have big plans for Sqezy and the new packaging is key to this,” said StarBrands Managing Director David Mann. “We needed a pack to create a point of difference for our brand and that highlighted the ease of use and great cleaning results for which Sqezy is renowned.” The new design captures these qualities with the use of an off-center directional spout that enables users to squirt a jet of cleaning power straight to where they need it without awkward wrist-turning.

StarBrands worked with Graham Packaging Plastics to create the new design from existing preforms, keeping investment costs to a minimum. Engineers at Graham’s Chalgrove plant in Oxfordshire took great care to ensure the blowmold provided correct positioning of the off-center opening, which uses a functional flip-top closure. The resulting shape is distinctive and functional, and delivers good shelf impression. The Sqezy project is the second significant development Graham Packaging has undertaken for StarBrands, following the successful re-launch of Stardops wash- up liquid in 2008.