Ravenwood and Reflex create avocado packaging

Ravenwood Packaging has helped Minor, Weir and Willis, a leading fresh produce business transform its Twin Pack Ready to Eat Avocados, replacing non-recyclable pre-printed flow wrap with a linerless fruit lid applied using Ravenwood’s Nobac 5000L.

The move was driven by a desire to introduce a more sustainable packaging format that could support the customer’s ‘plastic free’ strategy, while also creating greater shelf impact and refreshing the presentation of the range.

The new linerless format was selected for its recyclability, reduced plastic use and packaging waste, alongside its design flexibility and potential to reduce the packaging’s carbon footprint.

Developed from concept to production in around six months, the project involved collaboration across packaging, machinery, technical, operational and commercial teams, including design development and transit trials. The fruit lid printing was undertaken by UK-approved linerless printer, Reflex Group. 

While production speed was not the primary objective, the new format has received an overwhelmingly positive response from both retailers and consumers. The pack’s distinctive presentation has helped it stand out on shelf, with consumer feedback translating into a significant uplift in sales versus the previous base.

The exact sales increase remains commercially confidential, but the business describes it as one of the strongest trends seen across the range.

'This project demonstrates that sustainable packaging can do much more than reduce material,' said Jan Rees, Ravenwood’s UK and Middle East sales manager. 'The new linerless format has given us the opportunity to completely refresh the product presentation, create greater shelf standout and deliver something that consumers have responded to extremely positively.'

The success of the Twin Pack Avocado format is now supporting a wider rollout of linerless across the fresh produce range, including passion fruit, mango and sharon fruit, with top fruit following in the coming weeks. 

The project represents a shift toward linerless packaging, combining sustainability and packaging innovation with a clear commercial focus on growing the category and enhancing the consumer experience.