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Paper pack gives way to plastic tube

Package design expertise brings a modern twist to an old favorite.

Pw 5171 Tangerine

A custom-made plastic tube and lid manufactured by RPC Containers Market Rasen (www.rpc-marketrasen.co.uk) is at the centre of Tangerine Confectionery’s major relaunch of its iconic Sherbet Fountain brand.

Since its launch in 1925, Sherbet Fountain has been famous throughout the UK for its paper packaging, which allowed the product’s liquorice stick to protrude for a distinctive appearance. The new pack marks a bold attempt to meet the requirements of modern retail without compromising on the overall visual effect of the familiar tube.

“Many people remember the old pack as a sweet icon from their childhood,” comments Gill Lanty, head of marketing at Tangerine Confectionery, “but in order for the product to be here for another 84 years we knew that it needed to appeal to new generations. Our new packaging has only been launched after going to great lengths to find out what our customers would like best and as a result we have maintained the essence of the brand experience, licking the liquorice stick and dipping it into the sherbet.”

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