Boon Bean claims ready-meal success is due to the product and packaging

By Jenny Eagle contact

- Last updated on GMT

Related tags: Tv dinner

Boon Bean's stand-up pouch. Pic: CFP.
Boon Bean's stand-up pouch. Pic: CFP.
Boon Food Concepts says it has launched the first ready meal of its type for the chiller aisle in the Netherlands in a stand-up pouch.

The company claims it has seen successful sales with the product developed by Clondalkin Flexible Packaging (CFP) Grootegast due to the nature of the product; a range of bean and vegetable ready meals and the packaging.

Growing demand

Michael Luesink, founder, Boon Food Concepts, told BakeryandSnacks, there is a growing demand for healthy, fresh convenience food in the Netherlands.

We've had an excellent response to the Boon range. Its success is down to a combination of the product and the packaging​," he said.

According to Euromonitor's report, ‘Packaging Industry in the Netherlands' published in September 2016, pouches are seeing good performance in many areas, thanks to the low-cost, lightweight packaging.

It asserted, with ongoing improvements in printing technology, pouches have an attractive on-shelf appearance, as well as resealable closures such as zip/press closures and plastic screw closures.

It said pouches are also becoming more environmentally-friendly, such as the recyclable laminated Luxopack pouches with zip/press closures that were launched in 2015.

There is expected to be polarization within packaging (in the Netherlands), both in terms of size and cost. Cost pressures are projected to increase for mass brands in many areas of fast-moving consumer goods, encouraging the use of lower-cost pack types such as flexible packaging​,” the report stated.

Premium packaging

Players will continue to use premium packaging for differentiation, with a focus on distinctive packaging, as well as packaging that better protects product quality. Smaller pack sizes and bulk sizes are anticipated to perform well in many areas, as players seek to offer a wider range of sizes to cater to differing consumer needs. Multipacks are, however, likely to prove more successful than either, thanks to offering the convenience of small packs at a lower unit price​.”

The microwaveable Boon range comes in three varieties - curry, chilli and white bean tomato - and has a shelf life of six weeks.

Martina Fidder, sales manager, CFP Grootegast, said it is always exciting to be involved in a new product launch, particularly when it is a new concept.

There is much less choice when it comes to ready-meals in the Netherlands compared, for example, to the UK, so it was great to be involved in the project​,” he added.

She said stand up pouches offer a lightweight, convenient, durable and environmentally-friendly alternative to traditional packaging, such as glass and aluminium. The all-round print and multicolour print options also means better branding and shelf appeal.

CFP Grootegast produces high barrier lidding film for plastic cups or trays, multi-layer laminates with aluminium, microwaveable packaging for frozen snacks, stand up pouches and printed bags.

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