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Starr Ridge short bread cookies require star-quality packaging

Allen & Cowley redesigns its cookie trays to cut down on size without reducing the number of cookies per tray.

Pw 9424 Cookiesintray R

Allen & Cowley's Starr Ridge shortbread cookies debuted in February '05 in a tray thermoformed of polyvinyl chloride. But customers commented that the tray was out of proportion, that its size made them expect more product than its package actually contained. So the Phoenix-based firm contacted Flexpak (www.flexpakcorp.com), the designer of the original tray, and Flexpak promptly responded with a new tray design.

The dimensions of the original container were 5”W x 7”H x 2”D. “I just showed Flexpak the size I wanted, which was one inch smaller in width,” says Lee Allen, co-owner of Allen & Cowley. “We initiated this dialogue with Flexpak in September, and they got back to us quickly with four concepts. Within about two weeks they presented us with a mock-up in need of only slight alterations that fit the cookies.”

In applying 3D solid modeling parametric design processes, which Flexpak calls Pro/Engineering™, Flexpak developed an innovative design using traditional thermoforming technologies. The redesigned tray ingeniously staggers the cookies one next to the other without touching. A supporting rib structure maintains the individual spacing and is designed to fit Allen's box specifications. For the original tray, Flexpak had designed a two-column configuration, six cookies on each side.

“Our mission was to redesign a tray with the same cookie count, but in a smaller container,” says Ed Berger, vice president for business development at Flexpak. “Yet we needed to maintain ample spacing to minimize sugar crystals from coming off the cookie, ultimately providing the customer with a quality product.”

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