Unilever meets consumer demand for natural foods in Flextrus “paper” packaging

23 Jul 2018 --- As consumers increasingly look for more natural and “free-from” products, packaging companies must deliver on packaging that adequately reflects its contents. Colman’s range of seasoning blends, developed by Unilever and packed in a unique paper material from Flextrus, aim to meet this demand with a packaging look based on the traditional brown paper bag.

“The reason we launched this new seasoning blend range is because shoppers are increasingly looking for products that fit into a more natural and healthier lifestyle, and at the same time, we’re seeing a rise in the number of consumers that are seeking out gluten-free, reduced salt and reduced sugar products,” says Nathalie Monecke, Senior Assistant Brand Manager at Unilever.

Through a three-part cooperation, packaging ideas and mock-ups turned into real prototypes using the material knowledge from Flextrus, digital production at Mediaköket and pouch making and filling by an external partner. All with the aim to make a packaging which matches the packed product perfectly.

“To reflect the natural credentials of the range, we wanted our packaging to have a ‘brown paper bag’ look and feel, with a window at the front ensuring the blend of herbs and spices are clearly visible. This natural look and feel is designed to appeal to a new and younger audience who are looking for modern meal solutions in an easy-to-use format,” Monecke adds.

The paper-based stand-up pouch with tailored barrier include window and easy tear opening made with contour laser scoring. The joint project started in the end of 2017 and the seasoning blends in its unique packaging were launched in UK stores in June 2018.

“I think Flextrus is a perfect match when it comes to innovative packaging where its kit of competences works impeccably for both medium-sized companies and big global brand owners. In this Unilever project we supported with paper and barrier expertise, printing know-how, laser cutting capabilities as well as technical proficiency in packaging machines,” says Helene Brynell, Sales Manager at Flextrus.

“Our leadership in digital printing at Mediaköket, along with the production resources at Flextrus to scale up to larger runs when a digital project works out well, is a perfect set-up to service customers in a fast and efficient way.”