Redesigned Kærgården on Danish supermarket shelves

A new improved design for Kærgården's packaging is hitting supermarket shelves. As part of the brand's modernisation process the packaging for one of Denmark's leading spreads is to change with the help of Rexam.

A new improved design for Kærgården's packaging is hitting supermarket shelves. As part of the brand's modernisation process the packaging for one of Denmark's leading spreads is to change with the help of Rexam. Arla's redesigned Kærgården will ensure better on-shelf impact, with a new design highlighting the brand's quality and appealing to today's consumers. Launched in 1990 Kærgården has grown to become Denmark's leading spread and in order to maintain its premium image the packaging is being improved and modernised. Initial research helped identify designs which would appeal to consumers, after which packaging samples were put forward to a consumer testing panel; two-thirds of respondents chose the winning design which incorporates a new logo for the brand. The spread will remain in combi tubs but the lids are to be made from pre-printed sheet, ensuring high quality graphics with better print coverage for the lid, and an integrated design for both the tub and lid. Rexam is a leading supplier of containers for dairy and spreads in Northern Europe. Rexam supplies Arla with tubs and lids for this and other well known brands, and, with both plastics and board-plastics 'combi' packaging on offer, it is well positioned to support Arla with this current redesign.