This chocolate-chili ice cream, from Country Culinaire in New Zealand, puts 650 ml of ice cream into a tube. The pack comprises a flat plastic sheet (polypropylene plus specialized additives), wrapped around the product and finished with two push-on polystyrene ends. Product information is supplied on a litho-printed, self-adhesive paper label.
The cool packaging aims to stand out in the ice cream aisle. Mintel's GNPD shows that in the past year, 96 percent of primary ice cream packaging remains the traditional tub, carton or flexible plastic. This unique configuration could help a product that is trying to position itself as gourmet to stand out from the crowd. The tube is convenient for serving; when the label is cut and the ends removed, it can be unrolled and slices cut from the ice cream. This might appeal to consumers who consider presentation important, as well as consumers purchasing ice cream for a party, who are likely to spend more than those looking for a standard pack.
However, the packaging lends itself to one-time use. To store after opening, the consumer has to roll the tube back up and re-apply; this could be considered inconvenient, and the consumer may not be convinced the product is adequately sealed.