Flip-top Package Takes the Mini Cake

-- Packaging Digest, 8/1/2008 2:00:00 AM

An innovative paperboard package is helping Premier Foods take a bite out of a new mini cake market segment, with the launch of Mr Kipling Cake Bites, bite-sized, individually wrapped sponge cakes. Premier Foods chose a flip-top Sono-wrap® package from Sonoco (www.sonoco.com) for the tiny cakes, 15 of which come in each package. Shaped like cakes themselves, each of the containers is offset-printed in six colors, designed and produced by Sonoco. Introduced in June, the Cake Bites are available in Strawberry & Vanilla, Lemon and Caramel flavors. Premier Foods requested that the cake package specifically fit a two-high retail shelf display and run efficiently through its new filling equipment. The Sono-wrap for Premier Foods is market-differentiated as a single-wrap version in a completely new size for this application, Sonoco says. “We are delighted with Sonoco's total packaging solution,” notes Rachel Pirt, senior brand manager, Mr Kipling Innovation, at Premier Foods. “The vibrant, flip-top cans really help the brand break through what consumers call 'the wall of cake' in stores.” The containers and their bases list ingredients and nutritional information.