It ASDA be Korsnas

For many of us the time available for cooking during the week is very limited, but we still want the real thing. The retailers meet this demand and are positioning their products with help from the packs.

10/04/07 UK retailer ASDA chose Korsnäs cartonboard for their new pie range because of the feeling. “We wanted an image of authenticity, perhaps even nostalgia – back to Nature and back to home-made pies with mum in the kitchen. The brown reverse with the tactile feeling of the uncoated surface gives the product its identity”, says Philip Parkin, Packaging Development Manager at gmg, delivering packaging solutions for ASDA.

With today’s lifestyle there is a growing demand for convenience foods. For many of us the time available for cooking during the week is very limited, but we still want the real thing. The retailers meet this demand and are positioning their products with help from the packs.

Natural look and less packaging weight

Among the objectives in their environmental program ASDA has a target to deliver absolute reductions in packaging weight by end of March 2010. They therefore scrutinize all possibilities for weight reduction when evaluating different packaging materials for their products. “In this case the brown reverse enhanced the image while the well-known strength characteristics of the Korsnäs-board allowed for a lower grammage and still maintains the necessary level of safety and quality for the product. Another important characteristic is the high moisture resistance that is very valuable in the whole distribution chain for chilled products. I think this pack is representative of a quality product”, Philip concluded.