Barrier IML packaging concept brings shelf appeal to new type of mayonnaise

Cream O'NaiseCreating a new brand in the food industry often involves more than just developing a new taste or texture. More and more, brand owners in the food space are creating new and exciting packaging to differentiate their products. That’s what Clover (Roodepoort, South Africa) recently did when it created packaging that gave its new type of mayonaise a new look and additional benefits with a barrier in-mold label (IML) package.

The barrier IML packaging also stands out on supermarket shelves thanks to its shape. As a promotion, customers buying Cream O’Naise get a bonus reusable tub, giving them a great incentive to start collecting the entire range of six different tubs. Injection molder Polyoak (Cape Town, South Africa) gave the tub its special shape, while Verstraete IML (Maldegem, Belgium), part of Multi-Color Corp., took care of the associated barrier IML labels.

Clover chose IML packaging for several reasons. Edith Molepo, Senior Brand Manager at Clover, said: “There has been little or no innovation on the mayonnaise market for some time now. Here at Clover, we thought we should buck that trend by launching a unique product in unique packaging. Cream O’Naise is the only mayonnaise on the market to include cream, which gives it an extra smooth taste and consistency. With its rectangular shape and large opening, the reusable tub immediately draws customers’ eyes to our product on the shelves. It soon became clear that we could only achieve our marketing requirements by using IML packaging—or more specifically, oxygen barrier IML—because mayonnaise should have a shelf life of at least six months as standard."

When Clover launched the new packaging, the company wanted to entice customers to make repeat purchases, Molepo added. “We  created a range of six multifunctional storage tubs. We then launched Cream O’Naise as a two-pack, including a second, empty tub. This immediately focused customer attention on the multifunctional aspect of our packaging: It can be used as a handy storage tub.”

Etienne Pretorius, Commercial Manager, Dairypack Tubs, at Polyoak explained the main advantages of the barrier IML packaging. “It has similar oxygen barrier properties to a PET bottle,” said Pretorius. “At normal storage temperatures, this means products have a shelf life of at least six months. The IML packaging provides a host of other advantages, too: It is dishwasher resistant, which is important for reusable packaging. It is also safe for use in microwaves, and the tubs can be stacked easily, saving customers space. On top of that, this packaging fits perfectly in fridge doors, which is exactly where consumers prefer to keep their mayonnaise."

Oxygen permeability is reduced through the use of an EVOH layer in the IML film, explained Joe Kaddoum, Regional Business Development Manager, Middle East and Africa, at Verstraete IML. “The OTR [oxygen transmission rate] value of packaging with an oxygen barrier IML label can be up to 100 times lower than packaging with a standard IML label. Barrier IML not only extends the shelf life of a product but also helps to maintain taste and aroma. Verstraete IML supplies two types of IML labels: oxygen barrier and light barrier. For Clover Cream O’Naise, we used oxygen barrier IML.”

Six labels are produced for the tubs, showing illustrations of crayons, coins, buttons, cookies, keys or teabags. The company hopes that this will inspire customers to find new uses for the storage tubs.

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