Miranda apples go linerless

Golden Bay Fruit has exceeded sales expectations for its Miranda apples at Tesco in the UK since its shelf launch this summer, sold in cardboard trays with a Ravenwood linerless fruit lid that replaces plastic film.

The New Zealand grower has grown Miranda for seven years and previously sold it only to Asian markets. It is now supplied exclusively to Tesco, with 10,000 packs produced each week. Its packing partner, Mansfields, encouraged the move to linerless labeling after already packing Golden Bay's Sassy apples that way, and year-on-year sales growth with Sassy led the company to use the same approach for Miranda.

ProPrint Group, a Ravenwood-approved UK linerless printer, produces the labels, and they are applied with a Ravenwood Nobac 5000L linerless applicator. The machine is designed for fresh produce and applies a fruit lid with die-cut holes in the label face, so the fruit stays visible. Golden Bay runs one Nobac 5000L and is monitoring supply and demand before deciding whether it needs more capacity.

'Working with strong brands to deliver sustainable, plastic-free options for fresh produce is becoming a go-to option. By combining commercially viable production speeds with growing consumer demand for more sustainable packaging, this format offers an attractive option for brands and retailers alike,' said Graham Bonus, sales director at ProPrint Group.

'Moving away from plastic film to linerless labeling 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,' explained Patrick Meikle, chief commercial officer at Golden Bay Fruit. 'Miranda has a point of difference, too. People often expect green apples to be sour, but Miranda is incredibly sweet and crunchy. That combination of a distinctive variety and standout packaging is helping the product exceed our expectations in the UK.'

Golden Bay Fruit grows Miranda, Sassy and Dazzle on New Zealand's South Island.