Following commercial success and strong feedback from customers in Sainsbury's stores, Amcor Flexibles' Taste the Difference apple pack has landed first prize in the 'Flexible Pack of the Year' category at the prestigious UK Packaging Awards 2011.
At the awards ceremony, which took place on 16 November, Sainsbury's and Amcor also received a 'highly commended' for its netting and film Taste the Difference potato solution.
'At Amcor Flexibles, we love challenges and stretching ourselves to the continually delight our customers,' said Graham Bonus, Sainsbury's account manager at Amcor Flexibles Europe and Americas. 'This is exactly what happened with Sainsbury's – they challenged us to develop an innovative new packaging format for their fresh produce that would withstand the existing distribution and supply chain processes, and at the same time enhance the consumers' experience.'
According to Bonus, the point of difference requested by Sainsbury's was to create a packaging experience, with the look and feel of a more traditional greengrocer-style packaging option that allowed consumers to see, touch and smell the quality of the produce.
The results have been 'outstanding' since the launch of the format in June, helping to drive sales and improve the look of the category in what is described as a 'very competitive environment'.
'The attention to detail from the team at Amcor Flexibles has been a key part of the smooth introduction of the new format, and the success of the new format and design can be seen by the positive feedback we have received from our customers,' noted Stuart Lendrum, head of packaging and design at Sainsbury's.
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