Made For Each Other

Crown Food Europe provides metal packaging for Made for Drink ultimate beer snacks

Blue and silver beverage tin
Friday, August 16, 2019

Yardley, PA – August 16, 2019 - Crown Food Europe worked in collaboration with bespoke snack company Made for Drink to develop a unique, sustainable metal packaging that would pair perfectly with Sharp’s Brewery Offshore Pilsner beer. Launched at this year’s Taste of London event, the Mangalitza Salami Chips and Sharp’s Offshore Pilsner were a winning combination and featured a common thread:  being housed in metal packaging.

The aim is to serve the products together, providing the ultimate food and beverage combination. The Mangalitza Salami Chips are slices of traditional Hungarian salami gently roasted until crisp, crunchy and intensely delicious, and the ideal complement to the crisp, clean, citrus fruitiness of Sharp’s Offshore Pilsner. The 23g bowl-shaped container is 100% recyclable and features Crown’s PeelSeam™ peelable end and a metal lid for complete resealability. The thin, flexible aluminum foil lid is heat-sealed to a rigid ring, enabling consumers to open the bowl smoothly and easily and guaranteeing the freshness of the product by creating an impenetrable barrier to both light and oxygen. 

Crown was involved in the development of packaging from the outset, with the filled metal bowls being fully tested at its innovation facility in Wantage for quality and shelf life data. The Company provided guidance and technical support throughout the entire manufacturing process, ensuring the product could be brought to market quickly and efficiently.

Dan Featherstone, founder of Made for Drink, commented: “Crown has been a fantastic partner throughout the process, and we are grateful that such a large company has shown our much smaller outfit this high level of commitment. The accommodation of our volume needs helped facilitate our partnership with Sharp’s and bring our product to consumers in a convenient, eye-catching packaging format that is 100% recyclable.”

The sustainability element was of great significance to Made for Drink who is keen to stay true to its values as a family business and its customers. Featherstone continued: “Metal packaging is so far ahead of the curve in terms of both usability and recyclability and we see it as an enormous step forward for the snacking market and the single-serve format, in particular. Partnerships with fantastic companies such as Sharp’s and Crown are key to making our products a commercial reality and we are very excited about this venture.”

Sharp’s dedicated events team will take the pairing on tour with them around the U.K. in 2019, with appearances scheduled at a wide range of festivals and sporting events over the summer and through Christmas. Both products are designed for anybody over the age of 18 that enjoys good food, good beer and sharing both of these things in good company.

Laetitia Durafour, Marketing & Communications Director at Crown, added: “Our partnership with Made for Drink has been very exciting and has fueled the imaginations of our design team. The opportunities for future collaborations are virtually endless. Crown’s vast range of decorative finishes are at their disposal, which will further enable this concept of putting snack foods into metal packaging to flourish further.”

We will eat and drink to that!

About Crown Holdings, Inc. 

Crown Holdings, Inc., through its subsidiaries, is a leading supplier of packaging products to consumer marketing companies around the world. World headquarters are located in Philadelphia, PA. For more information, visit www.crowncork.com. For employment opportunities at Crown, please visit www.crowncork.com/careers. 

For more information, contact: 

In Europe: Laetitia Durafour, Marketing & Communication Director; Tel: +33 1 49 18 43 16; Email: Laetitia.DURAFOUR@eur.crowncork.com

In North America:  Mark Lutgens, Vice President Sales & Marketing; Tel: (215)-698-5266; Email: mark.lutgens@crowncork.com

In Asia Pacific: Frank Koh, Senior Vice President of Crown Asia Pacific Holdings Ltd; Tel: 65-622 948 28; Email: frank.koh@crowncork.com.sg

For editorial inquiries: Maria Ciubotaru, Associate Vice President, Finn Partners; Tel: +44 207 014 33 19; Email: maria.ciubotaru@finnpartners.com