Fazer Bakeries sees new packaging

Huhtamaki, a Finnish consumer packaging specialist, and Fazer Bakeries, the market leader for bakery products in Finland, have developed together two new packaging concepts for bakery products.

Huhtamaki, a Finnish consumer packaging specialist, and Fazer Bakeries, the market leader for bakery products in Finland, have developed together two new packaging concepts for bakery products. The stimulus for the packaging development was to boost the lately stable sales volumes. "We want to offer a high quality, consumer friendly packaging. We also wanted to look closer to the packaging part of marketing mix", says Eija Koskelainen, Marketing Manager from Fazer Bakeries. "In the bakery segment, the packaging has to protect the delicate products throughout the distribution chain, so that they reach the point of sale and end customer in good shape. The packaging also has to really show the product and appeal to the consumer - You are not supposed to resist our cakes and pies! " Recently launched Rhein apple pie is packed on a polybuteine (PBT) coated carton board tray. Especially for the bakery products, this coating helps to avoid the sticking, and is more efficient in doing so than the commonly used polyethene (PET) coating. The pie is baked on the tray, and afterwards a multicolor printed carton sleeve is wrapped around it. The pie is available on the bakery service sections in supermarkets and it can be reheated on the tray again at home. Another new rigid package has been developed for the traditional roll cake. It is a combination of a tray and a transparent, domed lid. The lid closes tightly and if needed, can be closed afterwards again. Product information is printed on the sleeve that is placed in the middle of the lid. The sleeve also closes the pack on top of the lock and makes the closure tamper evident. The packaging provides nice display, leaving the persuasion to the product itself. This new packaging offers more shelf life to the product since it protects the delicate cake better. The tray can be used for serving as well.