Saupiquet Relaunches Mackerel Fillets With Rectangular Peelable Packaging From Crown Holdings

PHILADELPHIA, Feb. 10 /PRNewswire-FirstCall/ -- Crown Holdings, Inc. (NYSE: CCK) announces the development of the first rectangular Peel Seam(TM) peelable lid for Saupiquet mackerel fillets. Now available in supermarkets across France, the new 170-gram package runs on Saupiquet's existing canning and filling lines. This new packaging reinforces Saupiquet's market leadership and positions the company as an innovator in the processed fish industry.

"Mackerel consumers have long demanded the convenience of easy-open ends," said the Marketing Director at Saupiquet. "By implementing the new Peel Seam(TM) solution, we have been able to meet this important requirement while building brand differentiation and further increasing customer loyalty."

The Peel Seam(TM) opening system consists of a rectangular aluminum ring, sealed with a peelable flexible aluminum lid and seamed to the aluminum body. The lid is constructed of aluminum foil laminated with polypropylene film on the inside and lacquered on the outside. The Peel Seam(TM) lid features a small tab for easy lifting. By grasping the tab and peeling off the lid, the consumer is able to open cans smoothly and easily with a simple, fluid gesture, leaving no sharp edges.

In addition to creating increased convenience and easy opening for consumers, the new packaging is rectangular in shape -- traditional for canned mackerel. At 154 mm long, 55 mm wide, and 30 mm high, the packaging solution also enhances brand recognition with fresh colors, logos and modern graphics, all printed directly onto the smooth lid and the foil tab itself. The advanced gravure printing processes available for the Peel Seam(TM) lid ensure high-quality results.

The Saupiquet convenience package breaks new ground because the heat- sealed flexible lid is able to withstand the difficult constraints of a retort process. Crown's technical experts worked closely with Saupiquet to adapt the filling and seaming process to create a high-performance product. Consumers appreciate the freshness and good taste that results.

"Consumer reaction to the Peel Seam(TM) lids on Saupiquet's `Les Saladieres' brand of tuna salads was extremely positive," summarizes Saupiquet's Marketing Director. "We are sure that this new solution will provide the same success to our mackerel packaging."

The innovative Saupiquet package has also been recognized by the European Aluminium Foil Association (EAFA) as one of four "Foil Packs of the Year 2003." The contest recognizes packages that demonstrate how aluminum can combine user convenience, product protection and source reduction.

About Crown Holdings, Inc.

Crown Holdings, Inc., through its affiliated companies, is a leading supplier of packaging products to consumer marketing companies around the world. World headquarters are located in Philadelphia, PA.

     For more information, contact:

     In France:
     Laetitia Durafour, Responsable Marketing, CROWN Food France;
     Tel: +33 1 4918 4316;
     Email: laetitia.durafour@eur.crowncork.com.

     In the United Kingdom:
     Steve Thomas, Marketing Manager, CROWN Food UK & Ireland;
     Tel: +44 1905 762290;
     Email: steve.thomas@eur.crowncork.com.

     In the rest of Europe:
     Martin Reynolds, Marketing Director, CROWN Food Europe;
     Tel: +33 149 18 4177;
     Email: martin.reynolds@eur.crowncork.com.

     For editorial inquiries:
     Michael F. Dunleavy, Vice President of Corporate Affairs and Public
     Relations; Telephone: (215) 698-5051.

     For investors, contact:
     Timothy J. Donahue, Senior Vice President - Finance, (215) 698-5088.

    About Saupiquet

Saupiquet, founded in 1891 at Nantes, France, has always been at the forefront of the fishing, processing and canning business. Saupiquet operates its own fishing fleet to be sure supplies are constant and high quality. For more information, please see www.saupiquet.com.

SOURCE Crown Holdings, Inc.