Seasonal packaging proves a hit with food firm

Graphic Packaging has worked with Premier Foods for Halloween and Christmas packaging for the Cadbury Mini Rolls product, in the form of a witch’s cauldron and broomstick, to tie in with Halloween, and a Christmas cracker.

The development process for the Halloween and Christmas packaging started in December 2014 when Steve Fletcher, Premier Foods R&D packaging development manager, visited the supplier’s global innovation center in Bardon, UK to discuss a wide range of seasonal ideas for Mini Rolls.

‘Premier Foods wanted to create a range of quirky, innovative products that would appeal to the consumers’ sense of fun,’ said Lee Nowak, technical designer at Graphic Packaging. ‘We set to work developing each concept into a design that could be manufactured, easy to open and eye catching – we held our breath whilst we awaited feedback on the first set of samples.’

The broomstick concept was an instant hit with Premier Foods’ marketing team, Graphic Packaging said, so its team proceeded to improve on their initial designs. Some were more challenging than others, in particular finding a design that ensured the ends of the Christmas cracker opened easily on the rectangular carton. State-of-the-art technology at its global innovation center was used to construct accurate samples and undertake product trials early in the development process in order to achieve perfectly realistic mock-ups for the client.

After the rigorous sampling and testing process, Graphic Packaging submitted artwork and color mock-ups to the Premier Foods marketing team, which brought the concepts to life – and by February 2015 had received confirmation that the Christmas cracker, broomstick and cauldron were to launch.

Production took place at the Graphic Packaging facility in Gateshead during August and September, with products arriving in stores in time for Halloween and the start of the Christmas sales period.

Becky Brown, Graphic Packaging key accounts director, said: ‘Our team always relishes the opportunity to flex their creative muscles on a high profile project like this. And to have our work credited by Premier Foods as having such a significant impact on its sales is an honor shared by everyone at Graphic Packaging.’