Packaging

Cold cuts in environmentally sound board packaging

Monday 02. May 2011 - Increasing consumer interest in environmentally friendly packages has not gone unnoticed in the food industry.

The latest solution is being showcased by the products of the leading Finnish cold-cuts manufacturer Atria, whose cold cuts are now being packed in Stora Enso’s recyclable board suitable for modified atmosphere packaging. According to a survey conducted by Atria, consumers find the unique cold-cut package appealing.
Atria’s new ‘Kulinaari’ cold-cut products are packed in trays developed by Stora Enso’s DeLight Solution unit. This type of board tray has never before been used in the sandwich toppings market. The tray features a new board lid, which slides off the tray and can be reclosed to ensure that the product stays fresh in the refrigerator even after opening.
Consumers appreciate recyclable packaging
The product package includes Atria’s message to the consumer: “When the packaging can be included in board recycling without causing an unnecessary burden on the environment, there is no reason not to indulge in the pleasures of good meat.”
Brand Director Saija Moisio from Atria discusses the role of the new environmentally friendly packaging in the company’s product marketing:
“Environmentally friendly packaging plays a key role at Atria. When planning the launch of the Atria Kulinaari product family, we tested alternative approaches in order to find just the right one to communicate our message. Consumer attitudes were characterised by concerns about the amount of waste generated by food packaging and a desire to reduce it. Of the options examined, consumers considered a recyclable package as having the best novelty value and uniqueness, and as holding the highest relevance for them. That is why this aspect is strongly emphasised in marketing Atria Kulinaari.”
In a sea of plastic packages, board packages are a rarity on the cold-cut shelves of supermarkets. Is board packaging gaining in popularity in this product segment?
“The follow-up survey conducted in the first few weeks after the launch shows that consumers find Atria Kulinaari products appealing and those interested in the products are able to easily find them in shops. The product range’s new, different package, which stands out on the cold-cuts shelf, has contributed to this.”
Empty trays suitable for board recycling
The board’s protective atmosphere barrier ensures a long shelf life for Kulinaari products. This is guaranteed by the board’s plastic coating and the package’s air-tight edge.
Stora Enso DeLight Solution’s package for cold cuts is manufactured from Trayforma Performance board, featuring a plastic sealing rim allowing for the use of protective atmosphere. The technology has been developed and patented by Stora Enso. The tray is coated on the inside with a thin barrier layer. Unlike most cold-cuts packaging, the empty Kulinaari trays and sliding lids can be recycled with other board-based waste.