Fast moving consumer goods in modern packaging

The packaging for the launch of an entirely new product line of chilled ready-made food from Swedish Procordia was not a random choice. The SuperLock pot from RPC Superfos was carefully picked to signal innovation, novelty and continuous development.

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Massive store promotion, free tasting and new commercials are currently supporting the launch in Sweden of a range of ready-made stew-base, soups and pasta sauces from Felix. Behind the launch stands Procordia; one of Sweden’s leading food and drink companies owned by Orkla Group. Now, a new variety of tasty and creamy ready-made stew-bases, soups and sauces sold from the cold counter ads to the number of product lines and responds to the growing demand for ready-made meals in Sweden.

Beyond tradition
The chilled ready-made range from Felix is a novelty and therefore the packaging has to reflect this new step forward. Purchasing Manager Mårten Rennemark from Procordia explains:

“We were looking for a packaging that could go beyond traditional glass jars and cans. RPC Superfos was invited to present their ideas and we liked the SuperLock pot instantly. It looks modern and expresses innovation and development.”

On a regular basis, Procordia invites non-competing suppliers of all kinds to an Innovation Day. The goal is to find ways to improve and develop products together. Using the SuperLock pot for the stew-bases, soups and pasta sauces under the Felix brand is one of the results of this effort, and Procordia describes RPC Superfos as an important supplier of innovative packaging and a partner that supports commercial development.

“We believe in good relations with our suppliers and want our packaging to be manufactured in a responsible way with regards to food, people and the environment. With our broad range of food and drink, it is a challenge to design packaging that is practical, safe and environmentally compatible,” says Mårten Rennemark.

Why SuperLock?
The click-on screw lid and the transparency of the plastic pot are particularly attractive features to Procordia, and also the distributors are very pleased with the new great looking products that they can put on display in the cold counter. Also, the shape of SuperLock means that stacking the pots is easy and Mårten Rennemark stresses that In-Mould labelling gives a much better shelf impact and facing than a glass jar with a paper label.

To ensure hassle-free filling of the new kind of packaging Procordia has invested in filling equipment developed by German Grunwald; both the machine and the filling process live up to the expectations.

All-in for kick-off
About 100 office workers from Procordia travelled to a number of supermarkets to kick-off the campaign for the stew-base, soups and pasta sauces from Felix. Here, they arranged the facing and promotional material for the point of sales themselves.

“This kick-off event created a lot of positive attention at the supermarkets and likewise among our own employees. Also in terms of sales and end-user satisfaction with both the content and the pot we have good reasons to be optimistic,” says Mårten Rennemark.