Smurfit Kappa Changes the Face of Cheestrings

Kerry Foods has unveiled its new-look ‘all-natural’ Cheestrings in all-natural Smurfit Kappa retail-ready packaging that offers one of the fastest opening times on the market – just three seconds.

Smurfit Kappa Corby worked in partnership with the Kerry Foods team to develop the innovative solidboard retail-ready pack, which works in harmony with a primary pack to create a strong visual brand presence at the point-of-purchase, offering maximum shelf impact.

The Smurfit Kappa Cheestrings on-shelf pack is made from 100% natural recycled materials and is 100% recyclable and biodegradable. It has been designed using moisture-resistant solidboard to withstand the challenging retail environment of the chilled aisles. The secondary packaging format also includes a crash-lock base, commended by the major multiples as it intuitively collapses, providing easy disposal during shelf replenishment.

“Cheestrings’ new brand values required a fresh new look to promote the product’s ‘all natural’ cheese credentials. On-shelf packaging is an essential communications tool and this has definitely helped us achieve the all-important presence at point-of-purchase,” said Kelly Rafferty, marketing manager at Kerry Foods. “Smurfit Kappa Corby’s packaging design combines high impact graphics with strong visual appeal and a practical design application. Throughout the project we have valued their assistance with board selection, die-cut design, print guidance and their understanding of our needs throughout. The resulting on-shelf pack enhances our new brand identity and meets with all of our requirements.”

The new Cheestrings packaging has a distinctive purple colour and a softer shaped ‘Mr Strings’ character and logo. It is off-set litho printed in four colours on double white coated solidboard, which not only mirrors the primary pack colours but provides the sharpest white for the brand’s cloud logo.

John Bass, general manager of Smurfit Kappa Corby added, “We designed the shelf packs to help consumers navigate between Cheestrings product and pack sizes using strong colours and clear descriptors. A clever die-cut easy-opening feature along the front edge of the shelf tray also mimics the logo’s cloud shape, as well as boosts the brand’s on-shelf visibility. The commission from Kerry Foods – to create a pack that is quick and simple to use, attractive to consumers and 100% recyclable – has led to improvements in RRP that benefit everybody in the retail supply chain.”

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