Crown Expands Portfolio With New Designs For Premium Biscuit Brands

CROWN Speciality Packaging has introduced over 70 new container designs to help premium biscuit brands create a special experience for consumers, convey product quality and serve as a differentiator at point of purchase.

The new designs take advantage of metal’s inherent properties, including its durability, capability to be formed into a variety of shapes and the wide scope of decorating and branding possibilities. The sustainability attributes of metal also make it an ideal option for biscuit brands seeking to use eco-friendly materials for their packaging.

"Metal is 100% recyclable and infinitely reusable, minimizing the use of our natural resources," says Martin Stenson, European Marketing & Development Manager, CROWN Speciality Packaging Europe. "We’re working closely with several brand owners and retailers to raise consumer awareness about these benefits. To help accomplish that, our steel recycling logo is featured on the bottom of many of the biscuit tins we produce. Consumers also have an opportunity to reuse the empty containers – and interact with the brand – long after the biscuits are consumed."

The latest tin created for Marks & Spencer 650g All Butter Shortbread biscuits is a good illustration of sustainable design. The unique lid is curled inward and sits flush on the tin’s body, creating a modern and appealing image on store shelves. Crown used over 7% less steel for the package compared to previous versions. The design, which offers a generous canvas to convey brand identity, was recently recognized with a Silver award in the Sustainability category in the Metal Packaging Manufacturers Association’s (MPMA) 2008 Best in Metal Awards.

Crown also recently developed a new square biscuit barrel style tin for Sainsbury’s shortbread, which represents a marked change in style from the traditional round style tin used for biscuits. Simple but effective graphics replicate traditional artwork and feature red and gold hues, giving the tin a trendy, vintage look. A combination of embossing, debossing and blind embossing techniques emphasize the signature of the famous J. Sainsbury as a special tribute to the supermarket chain’s founder.

Crown used embossing on packaging for Glenfiddich Highland Whisky Cake. Located on both the lid and container body, the brand name is elegantly placed against the dark green Glenfiddich emblem. The technique creates a special tactile experience for consumers who are also attracted by the mix of colors including pale pink, gold and red set on a charcoal satin-finished surface.

Featuring an exclusive watercolor design of the Balnagown Castle, the new 500g new metal container for Harrods’ Pure Butter Assorted Scottish Shortbread Selection is a “hymn” to Scotland. The lid features a green and gold Scottish kilt pattern in glossy varnishes that perfectly complement Harrods’ trademark colors.

Crown also has a long history of working together with well-known European biscuit manufacturers such as Lambertz and Griesson to develop special tin designs that service the global market.

"Lambertz and Griesson are well known for their high quality biscuit assortments, and we are continuously working towards expanding our portfolio to include new, sophisticated containers that compliment the premium products available all over the world," says Martin Stenson.