The new packaging comes after the company spent significant efforts and exploring various packaging configurations that would benefit consumers and boost their brand. The processor wanted packaging that would protect the product, show off the meat inside and appeal to consumers.
The company decided upon vacuum-skin packaging; according to research firm Brand Amplitude, 75% of consumers polled preferred the visibility of the new vacuum skin pack in a side-by-side comparison with the existing carton; the consults were fairly consistent across age group, gender, duck purchase frequency and Maple Leaf Farm customer versus non-customer.
The company reports that the vacuum skin packaging outperformed the carton on all positive descriptors: taste, health, premium product, gourmet product.
According to Cindy Turk, director of duck marketing for Maple Leaf Farms, escalating consumer interest in preparing duck at home led to the packaging transition.
“The new packaging provides a means for consumers to examine the entire product, which is an important factor when purchasing raw food, particularly high-end proteins,” she said.
The packaging, currently on the market, offers a number of new features and benefits, according to the company:
- A clear view of the entire product lets shoppers see the meat’s quality and portion size.
- An easy-peel corner makes opening the package convenient.
- The reverse side of the product label bears cooking instructions.
- The new package contains 17% less materials than the previous one.
The new package also affords retailers a number of display options. They can be shown upright in customized trays, or on a pegboard.
The company offers its vacuum-skin-packed duck breast in three flavors (plain, roasted garlic and honey orange), in fresh or frozen versions, with nine breasts per case. Duck legs are sold with no marinade; they are packed two legs per package, six to a case, fresh or frozen.