Asda’s new Fresh Tastes range will be packed in a transparent 360 degree container.
Designed by Gilchrist, this is a brand new form of packaging. It is said the printing technique and definition allows the fresh ingredients and the healthy positioning to work to the full.
A special high-clarity polyester/polypropylene laminate has been sourced to make sure microwave and refrigeration conditions are met.
The pouches are laser perforated to allow the ingredients to breathe which maintains the on shelf quality, and there’s an easy tear opening.
The pouches, used for all the Fresh Tastes range are 60 per cent lighter then a tray and will help ASDA to meet its target of 25 percent reduction in packaging.
David Ford, Packaging Development Manager from Gilchrist said “Working with Asda on its new range of healthier ready meals was a fantastic opportunity for us.
“As consumers move towards a more health conscious lifestyle, it is vital food products reflect these values and high quality packaging design that offers as much visual information as possible is a fantastic way for companies to build a brand and talk to customers.”
Asda spokesperson Fiona Lee added: “We are absolutely delighted with the results. We wanted to demonstrate to consumers that the Fresh Tastes range of ready meals is healthy and that there are no hidden ingredients, and Gilchrist really helped us achieve this.
“The end product has already proven to be extremely popular and the creativity, innovation and commitment we received from Gilchrist as a partner on this project was second to none.”
Source: Gilchrist and Talking Retail.