T.H.E.M. Flexible Stick Packaging and Brett Favre Help Invigorate Launch of
Aedan Pharmaceuticals of Lansdale, Pennsylvania, had the product: XRP – a rapidly dissolving powder energy formula that is delivered direct-to-mouth, tastes good and, because of its microencapsulated, powder form, provides a steady “time-released” energy.
They also had NFL superstar Brett Favre as the product spokesperson.
Now, all they needed was the perfect, single-serve package. Perhaps it was serendipitous, then, that Marlton, New Jersey-based T.H.E.M., an innovative packaging solutions company, was just three exits up the NJ Turnpike from the plant where XRP is manufactured.
T.H.E.M. (Technical Help in Engineering and Marketing) introduced flexible stick packaging in the U.S. and turned out to be the answer to Aedan Pharmaceuticals’ need. In addition to being just right for XRP’s 1.9-gram-per-serving size, it also met the need to be convenient, easy to open, and delivered as a direct-to-mouth powder. What’s more, at only five-inches long and ¾-inches wide, it slips easily into a pocket or a purse.
Explains Bob Nance, CEO of Aedan Pharmaceuticals, “We originally tried to package the product in what were essentially fat soda straws, heat-sealed at both ends. One of my partners had seen stick packaging and thought it would work. We did a Google search and T.H.E.M. came up at the top of the list. We saw their facility and saw with whom they did business. It was fairly clear to see that flexible stick packaging was a great match for the XRP product.”
While still only available in convenience stores and mini-marts in test markets in Alabama, Mississippi and parts of Florida, as well as Wisconsin and Minnesota (no coincidence that most are places associated with Brett Favre), the consumer reaction to XRP has been favorable. According to Nance, “People like the flavor and the convenience, and have noticed that instead of getting a jolt followed by a slump, that, thanks to the time-release formula, there is a more sustained level of energy.”
In addition to caffeine, XRP includes the nutrients choline, taurine and the vitamins B6 and B12, all encapsulated. Currently available in cranberry-grape (with additional flavors being explored), each serving contains only four calories.
President of T.H.E.M., Neil Kozarsky, is delighted that his company could contribute to the launch of XRP: “Stick packs were clearly the best way to package a single-serve powdered product. For Aedan Pharmaceuticals, it means providing tamper-evident packaging that uses less materials, meaning it is also a ‘greener’ solution. For consumers, it means convenience and portability. By definition, it’s a win-win.”
T.H.E.M. (Technical Help in Engineering and Marketing) was founded in 1973 as one of the first providers of innovative packaging solutions in North America. The company is best known for commercializing Sanko Stick Packaging in the U.S. Working in conjunction with select packaging and equipment manufacturers, T.H.E.M. offers a comprehensive array of packaging solutions designed to take brands from initial concept to full-scale national or global production. T.H.E.M. has a fully operational, on-site R&D center located at its Marlton, New Jersey headquarters, with pilot production to scale up capabilities. For more information, please visit: www.them.net.
About Aedan Pharmaceuticals, Inc.
Located in Lansdale, Pennsylvania, Aedan Pharmaceuticals, Inc., is a specialty pharmaceutical and consumer products company and developer of XRP (Extended Release Powder). Designed to provide a higher level of energy over a longer period of time, XRP is a single-serving, direct-to-mouth energy product based on patented technologies originally developed to target the needs of young children and the 40 percent of adults who have difficulty swallowing tablets and capsules. Aedan Pharmaceuticals is currently exploring additional direct-to-mouth products that employ microencapsulation that mask taste and control the release profile, including NSAIDs/analgesics; cough and cold, allergy and vitamin/mineral formulations, as well as an anti-diarrheal and propriety sleep compound. For more information, please visit: www.aedanpharma.com.
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