MWV introduces redesigned Natralock paperboard-based blister packaging for Berkley NanoFil fishing line; package now reusable with twist-off feature

RICHMOND, Virginia , September 15, 2011 (press release) – MeadWestvaco Corp. (NYSE:MWV - News) re-designed its Natralock® packaging solution to create a new reusable package for the new Berkley® NanoFil fishing line which has hit retail shelves.

MWV used its secure and more sustainable Natralock® packaging solution to create the glare-free surfacing and stand-out foil graphics for NanoFil. For the first time, MWV added an innovative twist-off feature to its Natralock paperboard-based blister packaging, creating a reusable design which allows the consumer to store the product in the package. In keeping with consumer purchasing habits and the product’s use, MWV’s design team developed and introduced the new twist-off concept to help fisherman keep their lines organized in between uses. Once the seal is broken on the blister, the card twists right off for easy accessibility and reusability. (View an unboxing video.)

“Understanding the customer experience is key to MWV’s design process,” said Jeff Kellogg, vice president of consumer electronics and security packaging at MWV. “Our primary goal was to create a package that would complement Berkley’s new innovative and award-winning NanoFil. By focusing on the way Berkley’s customers interact with various fishing lines, we were able to develop and present the twist off solution while staying true to Natralock’s shelf presence and sustainability. This revolutionary, reusable package not only emphasizes Berkley’s groundbreaking technology but also showcases the secondary use of this new package.”

David Lund, vice president of Marketing for Berkley said, “NanoFil is the world’s first uni-filament fishing line that pushes the limits for minimum diameter and maximum strength, and effortless casting. We needed a package that represented those aspects of the product and distinguish NanoFil on store shelves. Working closely with our packaging partner, MWV, we were able to effectively highlight the cutting edge technology of our new NanoFil line through its unique packaging design that provides useful storage after purchase by our anglers.”

Another factor in this packaging selection was MWV’s ability to consult and help source and design a brand new piece of packaging sealing equipment that complements existing machinery already in use in the Berkley manufacturing facility in Spirit Lake, Iowa. Because of the Natralock team’s comprehensive understanding of packaging fulfillment, MWV was able to support the seamless integration of the new sealing equipment into their current supply chains without any lost time in production.

Berkley® NanoFil, packaged in MWV’s Natralock twist-off packaging, is now available in retail stores.

About MWV

MeadWestvaco Corporation (NYSE:MWV - News), provides packaging solutions to many of the world’s most admired brands in the healthcare, beauty and personal care, food, beverage, home and garden, and tobacco industries. The company's businesses also include Consumer & Office Products, Specialty Chemicals, and the Community Development and Land Management Group, which sustainably manages the company’s land holdings to support its operations, and to provide for conservation, recreation and development opportunities. With 17,500 employees worldwide, MWV operates in 30 countries and serves customers in more than 100 nations. MWV manages all of its forestlands in accordance with internationally recognized forest certification standards, and has been named to the Dow Jones Sustainability World Index for eight consecutive years. For more information, please visit

About Pure Fishing, Inc.

Pure Fishing, Inc. is a leading global provider of fishing tackle, lures, rods and reels with a portfolio of brands that includes Abu Garcia®, All Star®, Berkley®, Fenwick®, Gulp!®, Mitchell®, Penn®, Pflueger®, SevenStrand®, Shakespeare®, SpiderWire®, Stren®, Trilene® and Ugly Stik®. With operations in 19 countries and a dedicated workforce conversant in 28 languages, Pure Fishing, Inc. is part of Jarden Outdoor Solutions, a leader in developing outdoor and active lifestyle products and a subsidiary of Jarden Corporation. Additional information can be found at

About Jarden Corporation:

Jarden Corporation is a leading provider of global consumer products with a portfolio of over 100 trusted, quality brands sold in more than 100 countries. Jarden operates in three primary business segments through a number of well recognized brands, including: Outdoor Solutions: Abu Garcia®, Aero®, Berkley®, Campingaz® and Coleman®, ExOfficio®, Fenwick®, Gulp!®, K2®, Marker®, Marmot®, Mitchell®, Penn®, Rawlings®, Shakespeare®, Stearns®, Stren®, Trilene®, Völkl® and Zoot®; Consumer Solutions: Bionaire®, Crock-Pot®, FoodSaver®, Health o meter®, Holmes®, Mr. Coffee®, Oster®, Patton®, Rival®, Seal-a-Meal®, Sunbeam®, VillaWare® and White Mountain®; and Branded Consumables: Ball®, Bee®, Bicycle®, Billy Boy®, Crawford®, Diamond®, Dicon®, Fiona®, First Alert®, First Essentials®, Forster®, Hoyle®, Kerr®, Lehigh®, Leslie-Locke®, Lillo®, Loew Cornell®, Mapa®, NUK®, Pine Mountain®, Quickie®, Spontex® and Tigex®. Headquartered in Rye, N.Y., Jarden ranks #379 on the Fortune 500 and has over 25,000 employees worldwide. For in-depth information about Jarden, please visit

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