Mrs. Butterworth shatters plastic's purity and quality barrier when Aurora Foods Inc. acquired the Mrs. Butterworth's brand from Kraft Foods two years ago, it began a careful study of switching from glass to plastic packaging for the matron-shaped syrup bottles.
Children loved the bottle, and concern for 40 years of brand equity built by that shape made Aurora proceed slowly. "It's hard to position a product as family-friendly when it's prone to shattering at the breakfast table," explains Ed Yuhas, general manager of Aurora's breakfast division.