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Olé Mexican Foods Makes a Splash on "Sea of White" Shelf

Olé Mexican Foods broke new ground in a category that lacked shelf flair by enlisting Sealed Air to print on the customer-facing circumference of its puck-shaped queso fresco thermoformed SVPs.

Olé Mexican Foods recently went about reclaiming the lost branding space that rings the circumference of the queso fresco pucks.
Olé Mexican Foods recently went about reclaiming the lost branding space that rings the circumference of the queso fresco pucks.

Mexican food accounts for more than 60% of the ethnic food market and is highly competitive. One of the most popular Mexican items is queso fresco, a crumbly white cheese that presents a unique challenge for brands that want to differentiate themselves. That’s because it’s typically sold in round, puck-shaped horizontal thermoformed vacuum skin packs, made of a polyolefin-based film, with brand information printed only on the top and bottom. They tend to be stacked on top of each other in any retail dairy case, limiting shoppers to a side view and resulting in a “sea of white,” outwardly unbranded packages.

Olé Mexican Foods recently went about reclaiming the lost branding space that rings the circumference of the queso fresco pucks. The company had previously tried to use various packaging options, including inserts and post-package adhesive labels, but were not satisfied with the results. It was determined that printing on the profile of the thermoformed package was the answer.

But when Olé’s legacy supplier wasn’t able to accommodate, Sealed Air came forward as up to the challenge. Printing on plastic destined for thermoforming must occur prior to forming, so the graphic design must account for the distortion caused by molding process. The path to getting it right can be tedious, time-consuming, and expensive, but a tight collaboration between Sealed Air and the Moreno family, the owners of Olé Foods, allowed project trials to flow smoothly, and resulted in proper sizing and placement of the artwork on the profile of the queso fresco packaging. The resulting solution balanced cost and performance in adding clear, readable graphics on a thermoformed profile.

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