With the estimated market of the unwashed bagged salad to be worth around £10m, G’s marketing needed to bring kudos to the category; they turned to Alexir Packaging, the carton manufacturer arm of the Alexir Partnership known for their packaging innovations.
Board packaging for natural products, such as unwashed baby leaf, normally presents many obstacles but the new salad box has overcome these. The tray is “unique” having been made with PE coated Kraft board and Bioptima, which is fully biodegradable. Certified to EN13432, the Bioptima coating, developed by the Alexir Partnership, is compostable. The addition has advanced barrier properties allowing for direct food contact preventing the salad from drying out while enabling the required shelf-life. The natural look and source of the packaging compliments the product and is one of the first board based product into a market sector dominated by plastic. The advantage with board packaging is that you can print on it therefore increasing brand presence on shelf.
Anthony Gardiner, Marketing Manager at G’s added: “we have been really pleased with the initial and on-going sales success of Fresh & Naked, as well as a fantastic product and brand collateral, the box has been instrumental in ensuring consumer pick-up and differentiation from other fresh salads packaging”.