A yellow coloured, lemon shaped bottle, blow moulded in polyethylene (PE) for Hax. Edward Hack is widely credited as having developed the original idea to package lemon juice in a lemon-shaped container in the early 1950s. He approached Cascelloid Ltd to produce the bottle and presented them with what he considered to be the perfect shaped lemon, on which to base their design. The model was made by Cascelloid's Chief Plastics Designer, Bill Pugh, who in 1954 hand-carved it in wood, covered with fresh lemon peel. Advertised as being filled with 2 fluid ounces of sicilian lemon juice with only preservative added, Reckitt and Colman acquired the company in 1956 and launched their Jif lemon juice brand using this design. In later years the Jif lemon was subsequently simplified and made smaller (refer AIBDC : 005918 and 004100.1-2). This example was one of the earliest applications for blow moulded polyethylene in the food industry.