Ravenwood Packaging has worked with leading fresh produce supplier Minor, Weir and Willis to modernise the packaging for its Twin Pack Ready to Eat Avocados. The business has replaced non-recyclable pre-printed flow wrap with a linerless fruit lid applied by Ravenwood’s Nobac 5000L system.
The change supports the customer’s ‘plastic free’ strategy while delivering a more contemporary pack design and stronger visibility at retail. The linerless solution was chosen for its recyclability, lower plastic consumption and reduced packaging waste. It also provides greater design flexibility and the potential to lower the pack’s overall carbon footprint.
From initial concept through to commercial production, the project was completed in approximately six months. Teams from packaging, machinery, technical, operations and commercial functions worked together throughout the development process, 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 central aim, the new format has generated a strongly positive reaction from retailers and consumers. Its distinctive appearance has improved shelf presence, while customer feedback has contributed to a substantial sales increase compared with the former packaging format.
Minor, Weir and Willis has chosen not to disclose the precise sales growth for commercial reasons. However, the company reports that the product has delivered one of the most notable performance improvements across its range.
“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.”
The Twin Pack Avocado project is now helping to accelerate the adoption of linerless packaging across the wider fresh produce portfolio. Further applications include passion fruit, mango and sharon fruit, with top fruit scheduled to follow shortly.
The initiative reflects several important food and beverage industry trends, including the growing demand for food and drink sustainability, recyclable food and drink packaging and packaging formats that deliver commercial value. It also demonstrates how food manufacturing trends and food processing technology can support product differentiation while meeting changing food and drink consumer trends.
As retailers respond to evolving food and drink regulations and consumers place greater emphasis on responsible packaging, suppliers are increasingly seeking solutions that combine operational efficiency, strong food and drink marketing potential and environmental performance. The project also aligns with wider food distribution trends and the continued growth of food and drink industry innovation across the fresh produce sector.
The successful avocado launch marks a significant move towards linerless packaging, bringing together sustainability, packaging innovation and a clear commercial strategy to expand the category and improve the consumer experience.
www.ravenwood.co.uk
