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Beverage shakes up natural drink market with aluminum Ball bottles

By Jenni Spinner+

07-Mar-2014

Rumble, a line of natural shakes, is launching in the US in Alumi-Tek aluminum bottles from Ball.
Rumble, a line of natural shakes, is launching in the US in Alumi-Tek aluminum bottles from Ball.

Beverage brand Rumble is shaking up the nutritional drink category by launching in aluminum bottles from Ball Corp.

The Canadian beverage manufacturer will introduce its beverages to US consumers this spring in Ball’s Alumi-Tek bottles.

Filling a void

Rumble founder Paul Underhill said he introduced the drinks to fill what he perceived as a hole in the beverage field.

"We saw a gap in the market for an all-natural beverage that includes high-quality protein and a significant amount of Omega 3s," he said. “To ensure quality drinking experience for our customers, we chose the Alumi-Tek bottle."

Underhill added that the reclosable bottle appeals to the on-the-go consumer segment the Rumble line is geared toward.

Premium position

Bruce Doelling, vice president of sales for Ball’s North American metal beverage packaging business, said the aluminum bottle puts Rumble out there as a premium brand.

In addition to having the same advantages as aluminum cans, such as infinite recyclability and the ability to cool down quickly, Alumi-Tek bottles provide reclosability for consumers on the move," he added.

Rumble’s US debut (expected in May) follows its launch in Canada, where it is sold at Whole Foods Market, Thrifty Foods, and Choices Market retail locations. It comes in Dutch Cocoa and Vanilla Maple varieties.

Rumble is previewing the products and Alumi-Tek packaging at Natural Products Expo West, taking place March 7-9 in Anaheim, California.

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