September 17, 2008
BPA Free Brand Naming Transforms Bottle Industry
Brand naming is often the by-product of what happens when opportunity grows out of catastrophe. Take the debate around Bisphenol A, or BPA. This substance, commonly found in clear plastic, has utterly changed the baby bottle industry.
Brand names that have benefited from parents' worries about BPA clearly are meant to lay any fears to rest. A couple examples are ThinkBaby Bottles and Green to Grow Baby Bottles. In addition, this BPA fear has led to a rise in the sales of glass bottles.
The spill over effect is also breathing new life into the water bottle industry. Metal bottles are now in and plastic bottles are out.
Case in point is the rise of Klean Kanteen, a metal bottle maker which expects to see its revenues increase from $2.5 million in 2007 to $18 million by the end of the year.
We're talking about massive growth for a company that sells "Sippys" for $18, or $19.95 if you want the 27 oz model. Again, the magic words here are "BPA free."
Klean Kanteen has many competitors, including SIGG, which doesn't boast the same inspired company naming, but does offer nifty slogans like "Make Love Not Landfill" on some models. But Klean Kanteen is keeping pace with colorful models designed to appeal to mom.
Meanwhile, the Nalgene brand name has suffered for offering products that supposedly contain BPA, a disastrous blow to the company that previously defined the segment.
They have now pulled their BPA products and introduced something called the "Everyday" line that uses "copolyester." It also offers Nalgene "Choice," which has a funky "bpafree" logo all over its site and the slogan "drink responsibly", which sounds a little too much like an anti-alcohol plug.
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