IML adds appetite appeal to biscuit packaging
Posted by Rick Lingle, Technical Editor -- Packaging Digest, 6/13/2013 9:40:59 AM
Since August 2012, Weidenhammer UK, the British subsidiary of the Weidenhammer Packaging Group (WPG), supplies United Biscuits with a high-quality In-Mold Labeling (IML) box for its "Family Circle" biscuits.
The square-shaped Family Circle box is sealed with a plastic lid that ensures aroma protection and optimum flavor. Both lid and container use IML technology for decoration, thus giving it a high-quality character with brilliant and appetizing images of the biscuits.
The red Family Circle box is the first IML packaging the WPG produces in the UK and it paves the way for the roll-out of the important plastic packaging business.
"We have been preparing carefully for this significant step for almost a year," says Mike Winship, sales manager at Weidenhammer UK. Already during the construction phase of its UK site, WPG had established plans for its first own plastics production outside Germany. Thanks to the new Family Circle box, the ambitious project was put into action within less than a year.
"Family Circle biscuits rank among the most popular brands in the UK. Thus, the new box is an important reference product for us," says Winship.
United Biscuits (UB) is WPG's first customer for plastic packaging in the UK. The pastries expert has already been among Weidenhammer's most important customers in the UK for many years. UB uses composite cans "made in Bradford" for several other products: "We are familiar with Weidenhammer UK from other projects and appreciate their high-quality packaging," says Ed Fuchs, purchasing manager at UB. "It was a logical step for us to extend this collaboration to plastic packaging and to have them produce a part of our Family Circle boxes."
Although the red "Family Circle" box is not a new development as such, its closure has been significantly optimized. The square-shaped box with a size of 24.5cm x 23.2 cm x 8.4 cm is sealed with a plastic lid that additionally ensures aroma protection and optimum flavor after first opening. Both lid and container use IML technology for decoration.
What's more, removal from the packaging is no longer necessary with the ready-to-use box. It can be placed directly on the dinner or tea time table, and consequently ensures a long brand presence for consumers.
With 12 production sites, 1,100 employees and annual sales of €245 million, the Weidenhammer Packaging Group is one of the world's two leading suppliers of composite cans, composite drums and plastic containers. Founded in Hockenheim, Germany in 1955, the family-owned enterprise has evolved over the last 55 years to become a market and technology leader in its segment. Weidenhammer customers include international brand product manufacturers Nestlé, Unilever, Kellogg Company, Mondelez, Imperial Tobacco and BAT.
Source: Weidenhammer Packaging Group