Kepak’s East St Deli range offers a significant advantage in the food and drink market by providing “a market-leading shelf life”. While typical pre-packaged sandwiches have a shelf life of just 1-2 days, Kepak’s innovative approach dramatically extends this duration.
According to internal modelling data, this extended shelf life has the potential to reduce food-to-go wastage faced by retailers by as much as 50%. This reduction is essential in addressing the staggering 10.7 million to 17.8 million sandwiches discarded annually in UK retail. By actively tackling this issue, Kepak aligns with growing concerns surrounding food and drink sustainability.
By utilizing MAP Packaging technology, Kepak retains the integrity of fresh ingredients for longer periods. This advanced packaging method optimizes the internal atmosphere, ensuring a ‘just-made’ taste and texture without resorting to artificial preservatives. This commitment to sustainable packaging resonates with consumers increasingly focused on environmental responsibility.
All products are packaged using highly recyclable aPET, paper, and card materials, in line with WRAP guidelines. Such practices highlight Kepak’s dedication to sustainable packaging in the food and drink market.
Produced in Kepak’s BRCGS gold-standard facilities, the East St Deli range adheres to stringent food safety standards and industry-leading quality control mechanisms. This ensures that every product consistently meets consumer expectations.
The East St Deli range comprises five fresh sandwich variants: Chicken & Stuffing, Chicken & Bacon Mayo, Tuna Mayo, Egg Mayo, and Cheese & Onion Mayo. Additionally, it features two wraps, the Sweet Chilli Chicken and Chicken Caesar Wrap, catering to various consumer preferences within the booming food and drink market.
The timing of this launch aligns with the significant growth currently observed in the UK’s sandwich category. Commenting on the launch, Monisha Singh at Kepak stated: “Retailers work hard to manage waste day-to-day, and we are committed to supporting them in this challenge. East St Deli proves that extending shelf life doesn’t mean sacrificing exceptional taste and quality.”
Singh further explained, “We’re giving retailers a range that gives them a greater chance at protecting their margins while keeping customers coming back for more.” This reflects the growing importance of sustainable marketing practices and food and drink consumer trends.
This launch follows focus-group research commissioned by Kepak in partnership with the ACS, which revealed that pre-packed sandwiches are among the products with the highest wastage in stores. Recognizing this challenge can enhance the sustainability narrative surrounding food and drink packaging.
Kepak is poised to navigate tightening reporting requirements as food-to-go becomes a key area of scrutiny. As retailers aim to balance sustainability targets with commercial performance, Kepak’s innovative solutions suggest a path forward in the evolving landscape of food and drink marketing.