Rising to the challenge

- Last updated on GMT

Related tags: Marketing, Baking

Finnish consumer packaging specialist Huhtamaki prides itself on
its ability to cover virtually every aspect of the food production
industry. Its recent partnership with Fazer Bakeries, a market
leader for baked products in Finland, illustrates the group's
ability to adapt and work in niche markets.

Finnish consumer packaging specialist Huhtamaki​ prides itself on its ability to cover virtually every aspect of the food production industry. Its recent partnership with Fazer Bakeries, a market leader for baked products in Finland, illustrates the group's ability to adapt and work in niche markets.

Together, the two have developed new packaging concepts for bakery products. The purpose behind this initiative was to boost sales volumes and maintain food quality.

"We want to offer a high quality, consumer friendly packaging. We also wanted to look closer to the packaging part of marketing mix,"​ said Eija Koskelainen, marketing manager for Fazer Bakeries​.

"In the bakery segment, the packaging has to protect the delicate products throughout the distribution chain, so that they reach the point of sale and end customer in good shape. The packaging also has to really show the product and appeal to the consumer."

The recently launched Rhein apple pie product is packed on a polybuteine (PBT) coated carton board tray. Designed especially for bakery products, this coating helps to avoid the sticking, and Huhtamaki believes it is more efficient in doing so than the commonly used polyethene (PET) coating.

The pie is baked on the tray, and afterwards a multicolor printed carton sleeve is wrapped around it. The pie is available on the bakery service sections in supermarkets and it can be reheated on the tray again at home.

Another new rigid package has been developed for the traditional roll cake. It is a combination of a tray and a transparent, domed lid. The lid closes tightly and if needed, can be closed afterwards again.

Product information is printed on the sleeve that is placed in the middle of the lid. The sleeve also closes the pack on top of the lock and makes the closure tamper evident. The packaging provides nice display, leaving the persuasion to the product itself. This new packaging offers more shelf life to the product since it protects the delicate cake better. In addition, the tray can be used for serving.

"Both concepts are designed so that the display is easy both in retail shelves and at home; after removing the lid the cake is ready to be served,"​ said Koskelainen.

Related topics: Processing & Packaging

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