Global label developer and manufacturer Verstraete IML (Maldegem, Belgium) is known for its innovations in labels for in-mold labeling applications. When Mondelez Brazil introduced a redesigned package for its Philadelphia cream cheese, it chose a rounded design to eliminate sharp corners and make it easier for consumers to spoon out the product more easily. It also reinforces the brand's visual identity, because retailers can now stack the product more efficiently on store shelves. Mondelez launched the new packaging in Brazil in September 2014, and it has been widely available since January 2015.
Mondelez Brazil selected in-mold labeling (IML) packaging because of the outstanding print quality and the ability to decorate all sides of the packaging with a single label. It also opted for DoubleSided IML—labels that are printed on both sides—offering more marketing opportunities. Mondelez now prints recipes inside the lids.
Juliano Brites Rodriguez, who handles marketing for Mondelez Brazil, explained why the company chose Verstraete to supply the labels. "We resolutely choose to work with Verstraete IML, because we believe in the company's innovative policy, in its market approach, processes, products and organization. Thanks to the offset printing we can obtain the excellent print quality we want. And we finish the same packaging with a wide range of materials, inks and varnishes.
"This allows us to permanently stand out on supermarket shelves. Additionally, Verstraete IML's regional office in Sao Paulo is always ready with advice and support. And we swear by Verstraete IML's superb customer service, with communication in our own language (Portuguese)," said Rodriguez.
Rodriguez added that for this particular project, the company also worked with Brazilian injection molder Jaguar Plasticos, which he describes as a "pioneer in the development of efficient production processes with high quality standards."