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Article | May 31, 2001
A sleeve-label solution
Caprice des Dieux is a popular cheese brand in France immediately recognized by its oval-shaped, blue paperboard carton. So when French cheese marketer Bressor launched a brand extension called Caprice des Anges, it was essential that the new product’s packaging build on the equity already established by its Caprice des Dieux.
An oval paperboard carton however was out of the question because the new product is a fresh cheese that naturally exudes moisture that would ruin a paperboard package. The solution: An oval-shaped thermoformed tray and domed lid held together by a shrink-sleeve label that’s clear in some places to show the cheese yet blue in others to echo the well-known graphics of Caprice des Dieux.
Material and maker of tray and dome are not identified by Bressor. The tray has a small depression around its perimeter to collect moisture so that the cheese doesn’t float in its own exudate.
Sleever Intl. represented in the United States by Sleever Intl. Inc. (Toronto Ontario Canada) supplies the Sleevercap® shrink-sleeve label. In addition to holding tray and dome together the sleeve provides tamper evidence and protects the product against UV light thanks to a newly developed additive that Sleever puts into its SI-OPS/TF060B material.
Sleeve material is oriented polystyrene printed gravure in eight colors.
Launched throughout France on May 2 the 200-g (7.06-oz) Caprice des Anges which has a 20-day refrigerated shelf life sells for 12.90 FF (U.S. $1.76).
According to assistant brand manager Joelle Sfeir Caprice des Anges is unique in the French cheese market. Asked if the three-piece package is on the pricey side she says “All real-market and packaging tests have confirmed that the packaging is appreciated and worth [the investment].” (PR)
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