Sustainable packaging producer Paranova has collaborated with UK-based grower Flavourfresh to introduce a limited-edition premium range of Tomalina tomatoes at Asda. This innovative offering utilizes FibreFresh, a paper-based punnet solution.
Launching this summer, Tomalina encourages consumers to explore the full potential of tomatoes with bold flavors and distinct characteristics. The range features exclusive varieties available solely in Tomalina packs, each selected to inspire and delight, complemented by forward-thinking packaging that serves as an alternative to conventional all-plastic options.
The initiative is backed by a £500,000 investment in Boix punnet-forming technology, signaling Paranova’s strategic move into heat-sealed paper-based punnet packaging, further solidifying its established position in the nested tray market.
FibreFresh punnets have been scientifically tailored for fresh produce, enhancing product longevity through specialized management of respiration and transpiration. Additionally, they offer improved brand differentiation on shelves, providing excellent opportunities for visibility.
Designed for optimal machinability, these punnets align well with current packing operations, easing the shift to paper alternatives with minimal disruptions for clients.
Throughout the entire development trajectory—including creative design, packaging innovation, testing, and retail launch—Flavourfresh benefited from Paranova’s expertise in delivering commercially viable solutions quickly and efficiently.
Michael Conway, Chief Commercial Officer at Paranova, remarked, “With our recent investment in cutting-edge punnet technology, we’re thrilled to unveil this new format for Flavourfresh. By significantly reducing plastic usage, we emphasize how paper-based punnets can enhance on-shelf differentiation, improve operational efficiency, and support sustainability initiatives.”
Additionally, Paranova is set to unveil FastFlex, an innovative tray and lidding system tailored for fresh produce and convenience items. This new system promises lead times of under seven days for lidding supply, drastically cutting down turnaround times compared to traditional print cycles that usually span 2-4 weeks.
Paranova asserts that this new platform is designed to offer enhanced flexibility for retailers and growers who are navigating short production cycles, promotional initiatives, seasonal demand changes, and maintaining lower stock levels.
Manufactured on a newly acquired press specifically designed for filmic paper tray applications, the FastFlex system aims to minimize origination costs while imposing no minimum order quantity.
With this launch, Paranova positions itself as the only UK manufacturer currently providing an integrated rapid-response system for fresh produce packaging that includes both paper-based punnets and lidding formats.
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