NeW Ideas

Canned Pop. Soft drinks in cans will be put on the market next month for the first time by Cantrell & Cochrane Corp., headed by former Pepsi-Cola President Walter S. Mack. Advantage of the cans, said Mack, is that they take 25% less room than bottles in the refrigerator, chill 21% faster, and require no deposit. Price: 10-c- for a 12-oz. can, and 7-c- for a 6-oz. can.

Flat Fixer. The Gates Rubber Co. of Denver put on sale a gun that repairs flat tires by shooting a rubber compound into punctures while the tire is still on the wheel. The compound seals the hole in the tire casing and also patches the inner tube. Each Vulco-Weld Tire Gun contains enough compound to fix 50 tubeless tires or 20 regular ones. Price: $3.98.

Prompt Printer. The Verifax, an office photographic duplicating machine that can run off three or more copies of a letter at a cost of less than 5-c- each, was announced by Eastman Kodak Co. One copy, printed on the machine's stencil and inserted in its developing chamber, can be processed in 50 seconds, three more copies in ten more seconds. Price of the Verifax: $240.

Sliced & Iced. Arnold Bakers Inc., which has test-sold 1,000,000 loaves of frozen bread in the South, will soon put it on sale in New York, Pennsylvania and Ohio, the first big step towards national sale. The bread will keep in a home freezer for months, tastes like fresh bread when thawed. Price: 25-c- a loaf, the same as Arnold's regular bread.

Clipped Kippers. British Kipper Exporters, Ltd. put on sale in the U.S. the world's first fresh-frozen boneless kippers (smoked herring fillets). Called Edinburgers, they are precooked and formed into slabs. Price of a box of 25: 59-c-.

Top Bonanza. General Mills reported the hottest promotional gimmick in its history: miniature metal copies of state auto license plates, one-sixth actual size. In the two months since the company began offering a set of 49 plates (48 states and the District of Columbia) for $1 and four Wheaties boxtops (or 12 plates for 25-c- and one top), orders have poured in at the rate of 500,000 a day. To meet the demand, General Mills has ordered 21 million plates from the manufacturer, and the mailing firm handling the promotion has had to put on a night shift. Effect on Wheaties: March sales soared 30% higher than February's.

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