Oil's well
innovative means of dispensing olive oil. The solution was achieved
through close co-operation with Greek olive oil producer Minerva.
Consumer research undertaken by the Greek firm identified a need to
devise a user-friendly means of dispensing oil from its 5-litre
tin.
Rieke adapted its Englass FND30 dispenser and designed a unique closure collar to enable it to be attached to the flexible pouring spout in the Minerva tin. The spout's 28mm opening is 10mm narrower than that usually required for the dispenser.
Rieke believes that the FND30 provides a measured 30ml dose to allow for effective, controlled dispensing. A special anti-drain back valve retains oil in the pump to avoid re-priming after its initial use. There is also an anti-drip insert in the nozzle. The dispenser is produced in a cream colour with the Minerva company logo printed in red.
The Minerva dispenser is a first in the European olive oil market, and Rieke claims that consumer reaction has been favourable. The concept has been launched as a special promotion and has been backed by television advertising, magazine inserts and in-store demonstrations and displays. Minerva says that it sold the equivalent of 40 days supply in just 25 during the course of the promotion and the company's market share of the Greek 5-litre tin sector has leapt from 13 per cent to 23 per cent.
"Thanks to Rieke Packaging Systems, we were able to develop a unique dispensing solution with real consumer benefits that enhanced the overall image of the Minerva brand," said John Bouras, Minerva Olive Oil brand manager. "And because the dispenser can be re-used, this helps to create brand loyalty."
