Molson Coors has officially started its $13.5m flexible packaging line at its Toronto brewery to meet the growing consumer demand.

Designed to efficiently support production capacity, the new flexible packaging line features an option to fill and package different types of containers and also serves as an incubation line for new packaging formats.

The first new packaging format to be produced on the line will be Widemouth bottle, made from 100% recyclable aluminum, which can be resealed after opening.

Coors Light, Molson Canadian and Coors Light Iced T will be the first drinks to be housed in the Widemouth bottle, which will be available across Canada by early July 2012.

Molson Coors Canada chief supply chain officer Cathy Noonan said this major investment in the modernization of their brewery speaks to their commitment to innovation.

"We’ll be able to develop new products more effectively, so we can focus on creating industry-leading packaging formats for our Canadian consumers," Noonan added.

Ontario economic development and innovation minister Brad Duguid said Ontario welcomes Molson Coors Canada’s commitment to bringing new products to customers while growing its manufacturing capability in Toronto.

The installation of new line follows other recent investments by the company in the region, such as the addition of new fermentation tanks to the Molson Coors Toronto brewery in 2011, translating into capital investments of nearly $90m in Ontario alone since 2010.