MAKING THE PRODUCT FIT THE CAN Available to Purchase

No‐one can accuse Metal Box of waiting on events. Instead of letting the packaging market expand on its own, it simply initiates a new product for a food firm to put in its tins. Ken Gooding talks to Alex Page, the chairman and managing director, about this go‐ahead marketing technique. Without the company's experimental kitchen, for example, the world would probably never have seen tinned creamed rice. Having warded off the American threat on the UK market 40 years ago, Page believes that his company's emphasis on looking after its customers in this way will win out again today.