- Published on Thursday, 10 November 2011 01:00
- Written by Staff Reporter
NORWAY – To refresh its former conventional and unsteady packaging for spreadable cheese, Norwegian food manufacturing company Kavli came up with a sleek and stable package which better reflects the food manufacturer’s innovativeness.
Kavli tasked RPC Superfos to create the new packaging for the cheese with the following specifications: it must have an oxygen barrier to help prolong the product’s shelf life for at least 9 months, the graphic design must be catchy enough to attract consumer attention, and the production costs must be reasonable.
Kavli’s R&D Director Arne Bernt Dahle said that because the packaging design serves as a communication tool to consumers, the new package had to be of a high standard.
“The packaging must look attractive on shelf so that the consumers would feel invited to pick our spreadable cheese. The first sales reports from Norway seem to indicate that we have hit the spot,” Dahle said, adding that the new packaging is currently enjoying overwhelming response from consumers and the sales of pots have likewise increased.
Kavli opted for a mono-material thin wall packaging with an oval form to go with its own lid and body packaging design. By using In-Mould Labeling, the graphic design of the packaging has greatly improved.
“The graphic expression has improved considerably and gives our product a better display in the supermarkets,” Dahle explained.
“Also, it is a significant logistical benefit that we can use the same lid for all sizes. You may expect Norway and Sweden to be quite similar when it comes to food culture, yet the countries have their own preferences: The Swedish market demands spreadable cheese also in larger amounts, 400g and 500g, while packaging with 200g works best in Norway. With one lid for all sizes it becomes easy for us to respond to different food cultures.”
He revealed that the development of the packaging was not a walk in the park as it had to endure rigid scrutiny towards perfection. Once, there was a problem when the bottom of the prototype did not come out as expected and necessary changes were needed. RPC Superfos quickly responded and made the necessary amendments.
Overwhelmed by the success of its partnership with RPC Superfos, Dahle commented, “We have had one contact person who has followed us all the way during the past three years of the project. It is a great advantage that one person knows the entire plan and keeps us informed about the time frame and any changes in the process.”