Crown triumphs at 2010 Can of the Year Awards with top prizes for innovative food & beverage technology

Crown Holdings, Inc. (NYSE: CCK) (Crown) (www.crowncork.com) had a triumphant night at the 2010 Can of the Year Awards, with two business units walking away with top honors. CROWN Bevcan Europe and Middle East was recognized as the event’s overall Can of the Year winner as well as with a Gold Award for innovation in the Ends, Caps, and Closures category, while CROWN Food Europe won a second Gold Award for convenience in food packaging.

Both of CROWN Bevcan Europe and Middle East’s honors were for its full aperture end technology. The unique innovation, which combines Crown’s food and beverage packaging technology, is the first full aperture end available for pressurized products and has changed the drinking experience for consumers. The entire lid can be removed, turning the can itself into a drinking cup and providing a new way to enjoy beverages at large events where traditional cans and glass bottles are prohibited. It also eliminates the need for pouring drinks into plastic cups, streamlining the serving process. Brands also benefit from prolonged, direct interaction with consumers, translating into exciting opportunities to build brand awareness and loyalty.

The technology was launched on the Castle Lager brand from SABMiller plc’s subsidiary, The South African Breweries Limited (SAB Ltd), at the 2010 FIFA World Cup.

CROWN Food Europe also received a Gold Award in the Food Three-piece can category for its 83mm diameter Easylift™ easy-open end used on Bonduelle’s Vapeur range of premium canned vegetables. Easylift™ easy-open ends offer a generous gap between the can lid and the ring pull. This step change significantly improves finger access under the tab, making it even easier and quicker for all consumers, including seniors, children and the physically impaired, to open canned food products without using a can opener. This convenience helps Bonduelle differentiate its products on store shelves.

Easylift™ easy-open ends can be used for a wide range of food applications, including ready meals, fish, dairy and pet food as well as in the canned vegetables market, for which the 83mm size is particularly popular.

“Crown’s top priority is bringing continuous innovation to our customers and helping them gain a competitive advantage,” said Chris Homfray, President, CROWN Europe. “The full aperture end and Easylift™ easy-open ends represent significant changes in our industry and add a new level of convenience for consumers. We are honored to be recognized for the technical expertise that was involved in bringing both of these technologies to market.”

The annual Can of the Year Awards are sponsored by The Canmaker magazine as a way of celebrating, promoting and rewarding the innovative, groundbreaking work that takes place in the metal packaging industry.