IML packaging gives United Biscuits shelf impact

Weidenhammer UK, the British subsidiary of Weidenhammer Packaging Group, supplies the packaging. It’s the first plastic packaging produced by the WPG in its British factory located in Bradford.

The red Family Circle box is a major milestone for Weidenhammer’s business in the UK. It is the first IML packaging the WPG has produced in the UK. “We have been preparing carefully for this significant step for almost a year,” says Mike Winship, sales manager at Weidenhammer UK. Already during the construction phase of its UK site, WPG had established plans for its first own plastics production outside Germany. Thanks to the new Family Circle box, the ambitious project was put into action within less than a year. “Family Circle biscuits rank among the most popular brands in the UK. Thus, the new box is an important reference product for us,” said Winship.

United Biscuits has already been among Weidenhammer’s most important customers in the UK for many years, using composite cans made in Bradford for several other products: “We are familiar with Weidenhammer UK from other projects and appreciate their high-quality packaging,” says Ed Fuchs, Purchasing Manager at UB. “It was a logical step for us to extend this collaboration to plastic packaging and to have them produce a part of our Family Circle boxes.”

Though the red “Family Circle” box is not a new development as such, its closure has been significantly optimized. The square-shaped box with a size of 24.5 to 23.2 to 8.4 cm is sealed with a plastic lid that additionally ensures aroma protection and optimum flavor after first opening. Both lid and container use IML technology for decoration. What’s more, decanting is no longer necessary with the ready-to-use box. It can be placed directly on the dinner or tea time table, and consequently ensures a long brand presence for consumers.
Thomas Strieder, Head of International Sales at WPG, considers the UK an important future growth market for IML plastic packaging: “The UK is a trendsetter for high-quality and large volume plastic packaging, especially regarding diversity of form and cost efficiency compared to metal cans. In fact, we are already in negotiations with further potential customers.”