New packaging helps baby food's new kid on the block
The convenience and barrier properties of RPC Superfos’s (rpc-superfos.com) injection moulded SuperLock® polypropylene pot is the ideal solution for a new range of readymade organic baby foods now on shelf in major supermarkets in Sweden.
Lovemade™ is the brainchild of Silvia Wulff, a Danish entrepreneur and mother of two. The eight varieties in the range are locally produced, which is unique in this category, and her team includes two Danish celebrity chefs, vouching for the high-quality ingredients, high level taste and texture.
Silvia Wulff opted for the SuperLock packaging solution, holding 215ml of product with a 95mm diameter lid, which she considers to be part of the success. From her own experience, she knows how irritating it can be to feed a baby if the food container is too narrow:
“In terms of giving parents an ease-of-use experience the diameter is important,” she explains. “The SuperLock pot is the right size, making it easy to stir, get a spoon in and the baby food out. Add to this the click-on screw-off lid makes it hassle-free to open and reclose the pot.”
The barrier labels of the SuperLock pot provide a long shelf life, enabling the products to be placed in retail stores under ambient temperatures alongside competing products sold in glass. While the market for baby food is generally dominated by glass packaging, Silvia Wulff believes her pack solution has all the properties she requires:
“Plastic has low weight which means reduced transportation costs and reduced environmental impact. I also appreciate the fact that SuperLock is suitable for autoclaving, so we can ensure suitable shelf life and at the same time deliver pure and natural products, avoiding the need for additives or preservatives. In addition, the pot can be re-used at home multiple times, which adds value to our product," says Wulff.
The eye-catching artwork design of the labels adds to Lovemade’s on-shelf appeal, while the base of the pack is transparent, making it possible to see the contents at the time of purchase, enabling the packaging to communicate authenticity, freshness and a healthy nutritious product.
“Our goal is to sell a product that fully takes baby food to a higher level: organic, high-quality ingredients that are cooked following gourmet recipes, served in a safe and user-friendly pack of low weight that can be used over and over again at home," concludes Wulff.