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Best Foods launches 'souperb' redesign

Redesigned pack for club stores saves on packaging materials while enhancing visual appeal. Lid-to-lid orientation plays a key role.

Redesigned multi-packs (left) earned packagers the PAC Gold award for decorated corrugated fiberboard.
Redesigned multi-packs (left) earned packagers the PAC Gold award for decorated corrugated fiberboard.

Never judge a book by its cover, they say. But Best Foods is hoping consumers will do just that when they see the stunning new packaging format created recently for Knorr Hearty Souperb Express dry soup mix.

The shrink-wrapped corrugated trays that used to hold the instant soup and pasta mix cups were so uninspired they began receiving negative attention from the Costco club stores in Canada that carried them. That proved reason enough to redesign the multipack, says Richard Kendall, senior packaging engineer with Englewood Cliffs, NJ-based Best Foods, which was recently purchased by Unilever.

“The white trays weren’t particularly attractive, and of course they covered all the graphics on the actual cups of soup mix,” Kendall says. “So, you couldn’t really see the product, you could only see the lids. It wasn’t too exciting.”

The new multipacks combine an unusual carton concept with flashy graphics in a marked departure from the old packaging. The eight-sided carton, designed and converted by Central Graphics (Mississauga, Ontario, Canada), is loaded manually, as was its predecessor. But now the bottom eight cups stand on their bases, while the top eight are inverted so that the 16 cups are oriented lid to lid. The carton is designed so its bottom closes around and grips the top rims of the bottom eight cups. That leaves eight beautifully decorated sidewalls fully exposed to the consumer, while the top eight cups, upside down, are enclosed inside the carton.

According to Kendall, this method of packing provides additional support over a conventional base-to-lid configuration.

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