New Zealand grower introduces linerless packaging, replacing film to reduce plastic waste
Sales of Miranda apples have exceeded expectations at Tesco, according to New Zealand grower Golden Bay Fruit.
Since its UK shelf launch this summer, sales of Miranda have outperformed predictions, was 10,000 packs are produced each week exclusively for the retailer.
The company said it is planning to have 300 to 500 containers of Miranda out of New Zealand within seven years, and are in discussions to expand planting to other counties.
The sales boost comes as the brand refurbished its packaging, replacing plastic film with cardboard trays with linerless fruit lids designed by UK packaging specialists Ravenwood Packaging.
The company was encouraged to explore new options by packaging partner Mansfields after incorporating linerless packaging to its other apple variety, Sassy, which has experienced year-on-year sales growth.
Patrick Meikle, chief commercial officer at Golden Bay Fruit said: “Moving away from plastic film to linerless labelling was an important step for us as we wanted to reduce our reliance on plastic packaging.
“The visual impact of the cardboard tray combined with a bold, bright label also gives the pack a premium look and feel, which can make a real difference on shelf,” he added.
The bright yellow and pink labels are produced by ProPrint Group, a Ravenwood-approved UK linerless printer, and applied using the Ravenwood Nobac 5000L linerless applicator which is designed for fresh produce applications.
Graham Bonus, sales director at ProPrint Group, said: “Working with strong brands to deliver sustainable, plastic-free options for fresh produce is becoming a go-to solution.
“By combining commercially viable production speeds with growing consumer demand for more sustainable packaging, this format offers an attractive solution for brands and retailers alike,” he added.
The Miranda variety, which has been grown by Golden Bay Fruit for seven years, is described as having a “distinct green colour, exceptionally sweet flavour and crisp texture”.
Alongside Miranda and Sassy, Golden Bay Fruit also grows the Dazzle variety for the UK market on New Zealand’s South Island.
