Fast moving consumer goods in modern packaging
The packaging for the launch of an entirely new product line of chilled ready-made food from Swedish Procordia was not a random choice. The SuperLock pot from RPC Superfos was carefully picked to signal innovation, novelty and continuous development.
supporting the launch in Sweden of a range of ready-made stew-base,
soups and pasta sauces from Felix. Behind the launch stands Procordia;
one of Sweden’s leading food and drink companies owned by Orkla Group.
Now, a new variety of tasty and creamy ready-made stew-bases, soups and
sauces sold from the cold counter ads to the number of product lines
and responds to the growing demand for ready-made meals in Sweden.Beyond tradition
The chilled ready-made range from Felix is a novelty and therefore the
packaging has to reflect this new step forward. Purchasing Manager
Mårten Rennemark from Procordia explains:
– We were looking for a packaging that could go beyond traditional
glass jars and cans. RPC Superfos was invited to present their ideas
and we liked the SuperLock pot instantly. It looks modern and expresses
innovation and development.
On a regular basis, Procordia invites non-competing suppliers of all
kinds to an Innovation Day. The goal is to find ways to improve and
develop products together. Using the SuperLock pot for the stew-bases,
soups and pasta sauces under the Felix brand is one of the results of
this effort, and Procordia describes RPC Superfos as an important
supplier of innovative packaging and a partner that supports commercial
development.
– We believe in good relations with our suppliers and want our
packaging to be manufactured in a responsible way with regards to food,
people and the environment. With our broad range of food and drink, it
is a challenge to design packaging that is practical, safe and
environmentally compatible, says Mårten Rennemark.Why SuperLock?
The click-on screw lid and the transparency of the plastic pot are
particularly attractive features to Procordia, and also the
distributors are very pleased with the new great looking products that
they can put on display in the cold counter. Also, the shape of
SuperLock means that stacking the pots is easy and Mårten Rennemark
stresses that In-Mould labelling gives a much better shelf impact and
facing than a glass jar with a paper label.