Packaging
RPC Kerkrade Turns Mayonnaise On Its Head
Saturday 31. May 2008 - Devos Lemmens, the leading mayonnaise brand in Belgium, has been successfully launched in a multi-layer headstand bottle thanks to the expertise of RPC Kerkrade.
Manufactured by Campbell Foods, Devos Lemmens has traditionally retailed in a glass bottle. The company wished to expand its product range by introducing a squeezable headstand format in order to enhance consumer convenience, and turned to Antwerp-based agency GBO Design Engineering to devise a new look. Special care was taken in creating the appearance of the bottle, as Campbell Foods was keen that it should be obvious from the shape that it is stored on its head, rather than looking like a conventional bottle turned upside-down.
RPC Kerkrade was entrusted to turn the concept into a workable pack. The bottle is blow moulded in PP/EVOH/PP to provide an appropriate oxygen barrier for extended shelf life, whilst a natural colour allows consumers to see the product contents clearly.
To differentiate the two Devos Lemmes products launched in the bottle – mayonnaise and light dressing – each has a distinctive coloured label and matching cap.
“The new range was successfully introduced to the market in Spring 2007, with sales 50% higher than expected,” comments Robert De Bont of Campbell Foods Belgium NV. “The attractive and convenient bottle manufactured by RPC Kerkrade has played an important part in capturing consumers` imaginations.”