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Article | January 17, 2014
Upside down salami pack wows consumers
Norwegian salami manufacturer Grilstad has met consumer demand for an exciting new packaging format.
Grilstad’s consumer research showed clearly that Norwegian consumers were not satisfied with the available packaging for sliced salami and would prefer a twist-off, screw-on lid to replace the traditional tear-open flexible pack. So the Trondheim, Norway, company launched its product in the SuperLock from RPC Superfos. Grilstad worked closely with RPC Superfos and came up with the idea of also using the pot upside down so that the lid acts as a serving dish – an innovation that further enhances ease of use. It can then be resealed easily, minimizing food waste. Development Manager at Grilstad, Terje Sørnes, explains: “We chose the SuperLock pot because it is the only solution on the market offering three desirable qualities all in one: an oxygen barrier, decoration with In-Mould Labelling, and a twist-off screw-on lid. When we came up with the idea of using the pot upside down, we found it so obvious that we had to ask ourselves why no one had thought of it before.” Grilstad reports good sales since the 1 September launch for all three of its varieties; Jubelsalami, Supersalami, and Trønderfår in 120-g and 150-g variants.Terje Sørnes adds: “Working with RPC Superfos has been exciting and rewarding. The project was run with very tight deadlines to shorten the time-to-market. Thanks to our close cooperation we can be proud of the launch.” In addition, the new approach to sliced salami has generated substantial media excitement: “The attention that we got from the media was overwhelming. Thanks to the packaging, we received a great deal of coverage in major newspapers and news websites. Also on our Facebook page, the new pack has created a lot of buzz. People want salami with a twist-off screw-on lid.”
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