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Change the tape not the pack

Source:FoodPacific Manufacturing Journal

Date Published:11/4/2019 02:11:14 PM

Essentra's tape delivers promotional impact for Kettle Foods  

THE 8-colour printed RE:CLOSETM Tape can be seen on Lightly Salted KETTLE® Chips packs throughout retail outlets in the UK. By working with Essentra’s Design Studio the tape delivers on-shelf impact and boosts awareness of the three new products within the latest KETTLE® & More range.

Established in 1988, Kettle Foods have been providing high quality products across the UK from its Norfolk manufacturing site. Still hand cooking its potato chips and committed to using absolutely nothing artificial in their products, the KETTLE® & More range combines fruit and veg slices with their signature KETTLE® Chips to deliver a delicious snack to consumers.

Applied to the vertical form fill and seal packaging lines with Essentra’s applicators, the 30mm wide resealable tape incorporates a finger lift area that runs along both sides of its length

“We wanted to promote our exciting new KETTLE® & More range and RE:CLOSETM Tape seemed the perfect opportunity for us to do this,” said Daisy Scott, Assistant Brand Manager at Kettle Foods. “The Essentra RE:CLOSETM Tape gave us a great opportunity to interrupt the shopper journey with our NPD news. The tape was an effective way for us to reach existing KETTLE® Chips consumers and ask them to reassess their normal purchase. We were extremely pleased with the impact of the tape on shelf and the ease of application.”

Easily applied to the existing vertical form fill and seal packaging lines with Essentra’s applicators, the 30mm wide resealable tape also incorporates an easy-to-use finger lift area that runs along both sides of its length, making it simple to lift away from the pack. Once opened, the pack can be resealed using the RE:CLOSETM Tape, securing the contents and helping to ensure the chips freshness.

RE:CLOSETM Tape also encourages a shelf-stand presence and can provide customer engagement, influencing brand advocacy and improving recognition. Utilising Essentra’s world-class print capability, social media icons, prompts, seasonal messages and loyalty codes can be added to provide an additional opportunity for engaging with customers. This can help take customers back to a brand’s website or to showcase different product ranges and promote repeat purchases.

Ian Beresford, Head of Marketing and Development at Essentra Tapes, notes: “The ability to add on-pack promotions simply and cost-effectively, without the need to change the existing packaging artwork, is a real advantage to the new tape.

“Our high-definition print delivers spectacular results and we are delighted to see our RE:CLOSETM Tape so clearly promoting the latest KETTLE® & More range, whilst also providing the additional convenience to consumers of being able to reclose the original pack.”

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