New rice carton targets premium-end market
novel idea, but could catch on following the success of Riseria
Taverne.
The Swiss-based company's new rice carton, part of the company's strategy to market rice as a luxury instead of a commodity - was recently awarded in the ECMA/Pro Carton competition 2004.
"Rice, which is positioned in the premium segment, can only be successful with an appealing package," said Ernst Amstutz, Riseria Taverne chief executive.
"Being a low cost product the amount of sold rice won't increase much. But with the premium touch a new or special market segment - the bon vivants - can be attracted," he said.
The number of added functions to what is rather a simple product impressed the jury. Besides the window that displays the content on the front, the small windows on the side - the so-called 'rice barometer' - help the consumer to easily see how much rice is left.
A pouring spout is an added convenience that can be opened and closed time and time again. The 'collect and keep' recipe card on the back of the carton, removed with the aid of perforations, ensures the packaging has useful afterlife.
The move illustrates how food companies are attempting to present fresh produce as a processed offering, moving it away from the commodity end of the market. This strategy has given packaging a much more critical role.
This is backed up by a recent Euromonitor report, which found that shelf appeal is increasingly the key to good packaging. This means that some degree of premiumisation will continue to characterise the carton industry.
The designers of the novel rice carton chose Frövi board because of its strength in order to best protect the product throughout the distribution chain. Frövi board also enabled packaging designers to add value to what is basically a generic carton construction.
"I think that the Frövi board is technically very interesting," said Peter Röthlisberger, purchasing director at designer Limmatdruck/Zeiler.
"The possibility to use a low grammage and still get a high stiffness and strength is an appealing concept.
"The Frövi board has been improved step by step regarding surface and tear resistance but more important is the service. Availability is crucial in our business, as nobody wants stocks because of fear of having wrong stock. Frövi is ahead in this respect and I understand they are striving to further improve their service concept."
With regard to packaging trends, Röthlisberger said that creative, convenient packaging is a growing market, not only in the traditional upscale/high price segments but also in the commodity products segments where it can attract the discerning consumer. Packaging impact is vital and with an appealing pack half the battle is won.
