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The pack refresh was given the green light for driving consumer engagement and boosting sales with Ravenwood’s linerless technology. A dynamic marketing campaign, launched in Summer 2024, was set in motion to revitalise the iconic kiwi brand.
THE CHALLENGE
The primary focus was to transition away from plastic flow wrap, paving the way for a packaging overhaul that would meet the criteria for the high-profile marketing campaign.
THE SOLUTION
Packaging
A linerless Fruit Lid and carton board tray has been approved for use in individual kiwi packs. When combined, the Fruit Lid and tray create a fully integrated packaging solution, that UK linerless printer, ProPrint Group, refer to as ‘ProProduce’. This food-grade solution eliminates the need for the plastic flow wrap that was previously used for the kiwis.
For the first time, Tesco is showcasing a branded kiwi product in-store, moving away from their traditional private label branding.
Fruit Lid and Carton Board Tray Packs
Label and Carton Board Tray Design
Linerless Technology
Unlike traditional labels, linerless labels do not require backing paper on the reel. Instead, they stick to themselves with corresponding strips of adhesive and silicone applied to the label's underside and surface. This design greatly minimises material usage and waste. By removing the liner, which is typically sent to landfill, linerless labels significantly lower CO2 emissions, offering a more sustainable and recyclable solution.
Linerless Applicator
A Ravenwood Nobac 5000L linerless applicator was procured for applying linerless Fruit Lids to the carton board trays. With a speed capacity of 70 packs per minute, the applicator plays a key role in meeting order fulfilment lead times.
In addition to sleeving fixed-weight, the Nobac 5000L can link to weigh-scales from a range of manufacturers for variable-weight products, as well as check weighing.
THE SUCCESS STORY
The linerless Fruit Lid and carton board tray pack has proved to be a winning formula for both Zespri and Tesco in terms of the criteria set out in ‘The Challenge’.
For further information on this case study, then please contact Marketing on +44(0)1284 749144.