RPC's Flash of Inspiration Helps Masmix Relaunch

Whilst the site confirmed that it could produce the lid, Raisio was keen to use IML decoration in order to enhance the container's appearance and so RPC Bebo Plastik suggested involving RPC Bramlage Antwerpen.

06/12/2007 RPC Bramlage Antwerpen's specialist expertise in in-mould labelled (IML) containers has enabled RPC Bebo Polska to deliver a complete packaging solution to its customer Raisio.

Raisio is a pioneer in the food industry, specialising in developing feeds, malts and functional food ingredients. The company is headquartered in Finland but with operations in fourteen countries including Poland, where the popular mix spread Masmix is produced.

When Raisio decided to relaunch Masmix in new packaging, it turned to RPC Bebo Polska to devise a solution. Whilst the site confirmed that it could produce the lid, Raisio was keen to use IML decoration in order to enhance the container's appearance and so RPC Bebo Plastik suggested involving RPC Bramlage Antwerpen. As a result, the project confirms the benefits of the RPC Group's capabilities as a one stop shop for rigid plastics packaging, where different sites contribute specialist expertise in different packaging types to create a complete solution.

It was quickly agreed that the final product should be a 400g tub produced by RPC Bramlage Antwerpen. RPC Bebo Polska manufactures the thermoformed pre-printed lid with sheet from RPC Bebo Plastik in Germany. This size is more practical for the consumer, as the tub can be held in one hand, leaving the other hand free to butter.

The only difficulty was that the desired 400g size was not in RPC Bramlage's Antwerpen's product range and so would require new tooling, which would not be ready in time for Raisio's preferred launch date. At this point, the three parties hit upon an ingenious solution to introduce the new packaging style to consumers, as Peter Van Dyck, Sales and Planning Manager of RPC Bramlage Antwerpen, explains.

"As we could begin production of a 500g design immediately, Raisio began a promotional campaign to sell this size at a discount to pave the way for the switch to the 400g size," he comments. "This way the larger size could be used short-term, while drawing the attention of consumers to the IML packaging in a clear and memorable manner using a large red promotional flash across the bottom of the container."

By the time the promotional campaign was over, the mould for the new 400g tubs was ready for production, providing Raisio with a smooth transition to the new size.

"This project demonstrates the way in which RPC can deliver added value to customers through cooperation, smooth communication and new ideas," comments Leszek Frankowski, Sales Manager at RPC Bebo Polska.