A streamlined PET bottle for Kraft Foods' 50-plus salad dressings achieves a 19% reduction in weight over the previous packaging and also provides multiple consumer conveniences.

Marketed under the Pure Kraft theme, the line salad dressing varieties of Kraft Regular and Light consists of a trimmer bottle from Pastipak Packaging with a contoured shape that fits more comfortably in the consumer's hand. Complementing the bottle is a new one-piece, flip-top cap from Seaquist Closures that helps regulate pouring without spilling.

"As part of our efforts to reinvent our Kraft salad dressing portfolio, we looked at what we could do better with the packaging to appeal to the consumer and improve usage," says Lael Hamilton, Kraft Foods senior group leader for grocery packaging.

To reinforce the "pure" message, Kraft selected clear, pressure-sensitive labels with simple graphics to decorate the bottles, allowing consumers to view the product inside.