Graphic Packaging helps M&S relaunch Indian range with 'theatrical' packaging

Thalis are made up of a variety of dishes, traditionally served on a banana leaf and eaten with the fingers. Thalis offered by M&S are a complete meal in one pack, comprising one of three dishes – butter chicken thali, chicken jalfrezi thali or chicken tikka thali – along with four side dishes.

GPI developed a crash lock end skillet that would be hand packed with the individual components for the M&S thali range. GPI said thali is a new concept to the UK retail market, so, when briefed to create the packaging for the new range, proposed a ‘theatrical reveal’ that it said would appeal to consumers. Printed on Korsnas white material and printed both sides in six colors with matte varnish, the cartons feature a fifth panel which allows for reverse print information on the product history. Apertures on the inside panel allow the fifth panel to be raised by the consumer to view the various food recipes that make up the thali.

The M&S thali range is manufactured by 2 Sisters Food Group (2SFG) at its Rogerstone Park site in Wales.

‘M&S is always at the forefront of new product innovation, and educating customers is key to its success,’ said GPI marketing manager Nikki Clark. ‘Our designers worked closely with M&S and 2SFG's Rogerstone Park site team to present a carton which would increase the printed surface area to incorporate comprehensive information about the new product in a highly attractive yet practical way.’

The thali range was launched by M&S in the UK in November at an event for which GPI also produced oversized usherette designs.