Brett Fortley is the packaging graphics manager at Herr’s. He was looking for original packaging for this newest product: a crunchy pretzel dipped in smooth milk chocolate. “Our line of pretzels ranges from traditional wheat pretzels to an assortment of sourdough pretzels,” says Laura Gunden, Marketing Manager at Herr’s. “This time, we’re dipping our authentically aged sourdough pretzels in creamy chocolate. Our sourdough aging process is unique and results in a fantastic flavor and the perfect crunch.”
Fortley is enthusiastic about the packaging design for the newest Herr’s creation. “We opted for Matte packaging with UltraGloss IML accents so that this product is guaranteed to stand out on the shelves,” he says. “This exclusive packaging helps us to effortlessly distinguish our products from those of our competitors. The glossy layer of milk chocolate around the pretzel is reflected in the high-gloss lacquer that decorates the packaging for the pretzels. This is our way of giving the chocolate-covered pretzels and the graphic arches in the background a touch of gloss.”
The innovative overall picture gives the product a high-quality appearance. Moreover, the sturdy IML packaging is a smart move because it protects the pretzels from breakage, which is more difficult when using flexible packaging. The package is currently only available in stores on the East Coast of the USA.
The in-mold labels are supplied by Verstraete IML. Herr’s opted for experienced injection molder Jokey Plastics to create the IML packaging. Everything went according to plan. “We processed the innovative IML in the same way we’d process a standard IML from Verstraete IML,” confirms Andrew Greenawalt, North America Sales Manager at Jokey Plastics. The company has nothing but praise for their partnership with Verstraete IML, which brought plenty of experience and knowledge to the table. “But it’s their creativity that makes this IML supplier so attractive,” says Greenawalt.
The packaging for the Herr’s chocolate-covered pretzels is characterized by the striking accents in UltraGloss IML. The concept was a smart move because the product immediately stands out on the store shelves. “We achieved some impressive results by playing with contrasts. Combining Matte IML with accents in UltraGloss IML or Metallic IML give your packaging a luxurious look,” explains Coene. “The attractive appearance is also reflected in the strong sales figures. We can say that both the Herr’s market identity and market share have improved thanks to the expertise of IML supplier Verstraete IML,” says Fortley.