Ravenwood Packaging has worked with leading fresh produce supplier Minor, Weir and Willis to transform the packaging for its Twin Pack Ready to Eat Avocados. The company has replaced non-recyclable pre-printed flow wrap with a linerless fruit lid applied using Ravenwood’s Nobac 5000L.
The change supports the supplier’s ‘plastic free’ strategy while giving the avocado range a more contemporary appearance and stronger shelf presence. It also reflects wider food and beverage industry trends, including growing demand for food and drink sustainability and more responsible food and drink packaging.
Ravenwood and Minor, Weir and Willis selected the linerless solution because it uses less plastic, reduces packaging waste and can be recycled. The format also provides greater design flexibility and the potential to lower the overall carbon footprint of the pack.
The project progressed from initial concept to commercial production in approximately six months. Packaging, machinery, technical, operational and commercial specialists worked together throughout the development, which included artwork creation and transit testing. UK-approved linerless printer Reflex Group produced the printed fruit lids.
Although increasing line speed was not the project’s main purpose, retailers and consumers have responded extremely positively to the new format. Its distinctive design has helped the product attract attention in store, while customer feedback has contributed to a substantial sales increase compared with the previous packaging.
The precise uplift remains commercially confidential. However, the business reports that the product has delivered one of the strongest performance trends across its range, reinforcing the importance of food and drink marketing and food and drink consumer trends in packaging decisions.
“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.”
Following the success of the Twin Pack Avocado format, Minor, Weir and Willis is expanding the use of linerless packaging across its fresh produce portfolio. Passion fruit, mango and sharon fruit are included in the rollout, with top fruit scheduled to follow in the coming weeks.
The initiative marks a substantial move towards linerless packaging and demonstrates how food and drink industry innovation can combine sustainability with commercial growth. It also highlights how food manufacturing trends, food processing technology and food distribution trends are shaping packaging development alongside evolving food and drink regulations. By improving recyclability, presentation and consumer appeal, the project supports the wider development of the fresh produce category.
