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Package drives customer loyalty

Norway's Mills DA relaunched its margarine brands in a package that is designed to keep consumers coming back for more.

In-mold labeling differentiates this margarine package from Mills.
In-mold labeling differentiates this margarine package from Mills.

Injection molded of polypropylene by RPC Superfos, the package features in-mold labeling.

Products from Norwegian Mills support a healthy lifestyle. Its Soft Flora margarine is made primarily of Nordic canola oil, while Vita hjertego’ is made from sunflower and canola oil. Both have very little saturated fat, a delicious flavour, and are spreadable directly from the fridge. The re-launch of these products in a custom packaging solution from RPC Superfos recognises the fact that the margarine business is a competitive one that also demands continuous development in terms of its packaging, as Ole Kristian Vestbekken, Senior Packaging Consultant at Mills, explains:

“With the new packaging we have successfully created a strong family image on shelf for Vita hjertego’ and Soft Flora – each in three sizes. All varieties have the same visual expression. We are very pleased with the result. The pack is easy to recognize, which strengthens the relation between our products and our customers. We have created a distinctive character for Soft Flora and Vita hjertego’ margarine, leaving no doubt about who the brand owner is.”

Mills has paid particular attention to the design of the lid so that customers get a perfect example in terms of both looks and functionality. The artwork signals softness and natural ingredients. The decoration and graphic finish have been made possible thanks to in-mold labelling – even at the rim – leaving room for a message to the customer on the indentation of the lid, for example choose heart-wise and spreadable.

“The quality of the lid is very important. We chose a tight and strong snap-on lid that will not crack even after frequent use,” says Vestbekken.

A team from Mills and an external industrial designer have worked with RPC Superfos to create the new packaging solution.

“It has been a perfect development project run by the book,” says Vestbekken.


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