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'Euro' styling enhances hex cartons

In March ’01, Hagensborg Food Corp., Kent, WA, introduced Truffles To Go, a 5.4-oz hexagonal carton of all-natural, individually wrapped truffles.
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FILED IN:  Package design  > Structural
     

The design for this new carton builds on a 2.6-oz hexagonal carton launched last year. Handled by Brandstorm (Vancouver British Columbia Canada) the design includes color and product name revisions. The package look imparts a “heavenly feel” offers Brandstorm creative director Stu Waddell and balances premium positioning with “convenient indulgence” in targeting women aged 24-35. “The design reflects the indulgence of the European product” says Judith Mosley Hagensborg vice president of marketing. “The reclosable packaging is suitable for people who want one or two pieces and plan to save the rest for later. The box is all about being portable too hence ‘Truffles to Go’ that you can take with you.” The SBS carton’s top flap tucks in for reclosure. The 18-pt SBS cartons are offset-printed in five colors by Trojanlitho (Renton WA). Mosley explains that truffles are typically bagged rather than cartoned so this pack distinguishes the product. The truffles are sold in four varieties in specialty and mainstream food and drug stores nationwide. Suggested retail price is $4.49. (RL)

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