Family Circle Biscuits Perfectly Packed: Weidenhammer Produces First IML Packaging in the UK

Since August 2012, Weidenhammer UK, the British subsidiary of the Weidenhammer Packaging Group (WPG), supplies United Biscuits with a high-quality In-Mould Labelling (IML) box for their “Family Circle” biscuits.

The square-shaped biscuit box is the first plastic packaging produced by the WPG in its British factory located in Bradford. The Family Circle box is sealed with a plastic lid which ensures aroma protection and optimum flavour. Both lid and container use IML technology for decoration, thus giving it a high-quality character with brilliant and appetising images of the biscuits. The WPG is Europe’s leading supplier of composite cans, composite drums and plastic containers.

The red Family Circle box is a major milestone for Weidenhammer’s business in the UK. It 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”, said 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,” said 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,” said 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.”

Though the red “Family Circle” box is not a new development as such, its closure has been significantly optimised. The square-shaped box with a size of 24.5 to 23.2 to 8.4 centimetres is sealed with a plastic lid which additionally ensures aroma protection and optimum flavour after first opening. Both lid and container use IML technology for decoration. What’s more, decanting 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.

Great potential in future

Beginning in 2005, the WPG has successfully established its IML plastic packaging division on the German market. However, Thomas Strieder, Head of International Sales at WPG, considers the UK an important future growth market for IML plastic packaging: “The UK is a trendsetter for high-quality and large volume plastic packaging, especially regarding diversity of form and cost efficiency compared to metal cans. In fact, we are already in negotiations with further potential customers.”

Source: Weidenhammer Packaging Group