Function Drinks Unveils New Proprietary Packaging

Wednesday, June 11, 2008 General News
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REDONDO BEACH, Calif., June 11 Function Drinks hasunveiled their packaging redesign which reflects the brand's position as aleading innovator in the beverage industry. The overhaul, which includes aproprietary PET bottle based on cutting-edge technology, new label redesign,and logo cap, will launch in stores this month.

"Function Drinks leads the industry in terms of ingredients and functionalplatforms," said Dayton Miller, Function Drinks Co-Founder & CEO. "When itcomes to our innovative formulas inside the bottle, there's nothing else likeus on the market. We wanted to make sure our external appearance reflectedthat same innovation."

The proprietary bottle was designed by Function, in conjunction withAmcor/Zuckerman Honickman and maintains the same revolutionary patentedpanel-less design as its predecessor. While the bottle is only slightly tallerthe revised shoulder gives increased shelf presence and an aestheticallycutting-edge feel. The bottle also features a significantly larger label panelthat allows for more information to be communicated to consumers. In additionto the bottle and label redesign, the cap prominently features Function's"Created by Physicians" hallmark seal.

"An important goal of the bottle and label redesign was to give us morespace to explain what 'Created by Physicians' means," said Function DrinksCo-Founder & Head of Marketing, Josh Simon, who led the redesign efforts withhis internal branding team. "We wanted to make sure consumers adequatelyunderstood the efficacy and innovation of our functional platforms."

Amcor's PowerFlex(TM) bottle features a revolutionary patented panel-lessdesign which takes hot-fill (185 degrees Fahrenheit) bottle options to a newlevel. Amcor's structural design not only eliminates the panels, but unlikerecently launched competitive containers, PowerFlex(TM) has a large,completely smooth label panel -- free of any kind of ribbing. PowerFlex(TM)features a vacuum absorbing base. Previously, sidewall panels were necessaryto absorb the distortion that occurs as a hot-filled beverage cools to roomtemperature. (After the bottle is capped, the filled liquid cools, which, inturn, pulls an internal vacuum that must be dissipated structurally.)

About the company:

In 2004 during his surgical training, Dr. Alex Hughes discovered that withthe right technical capabilities he could incorporate powerful all naturalingredients used everyday in hospitals into drinks with extraordinaryfunctionality. Alex partnered with his longtime friends, Dayton Miller andJosh Simon, to create a drink line that represents a marriage betweenmainstream clinical science and beverages.

Today, each beverage in the Function line is a piece of intellectualproperty, and each formula has multiple patents applied or patents pending.The innovation and ambition of the company secures Function's place at thevanguard of functional beverages. As consumers turn to products with provenrelevant functionality, this category has outpaced all others in the beverageindustry. Function Drinks is both defining the category and leading the way.

For further information contact:

Annie Imamura at, 310-725-9050

SOURCE Function Drinks

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