Packaging
Leading Swiss meat company continues to innovate at retail with attractive Darfresh Bloom(R) packaging
Monday 17. November 2008 - Bell is Switzerlands largest meat processor and the undisputed leader in meat consumer brands, thanks to the quality and freshness of its products, clear-cut quality definitions, reliable quality assurance, strict hygiene regulations, flawless storage and transport, and full traceability policy.
For many years now, Bell has partnered with global packaging specialist Sealed Air in selecting high performance packaging solutions to best fit its large product offer. For its range of fresh meats – pork, beef, veal and lambs cuts – Bell opted several years ago for Cryovac Darfresh Vacuum Skin Packaging. More recently, the process was taken onstep further by adopting the latest development of the Darfresh technology, DarfreshBloom, a leading-edge packaging that secures shelf life, preserves fresh meat colour and allows original communication.
THE SOLUTION
Darfresh already offers the most secure shelf life on the market along with meat maturation under vacuum. Now Darfresh Bloom allows premium fresh meats to retain their bright red colour while preserving quality. This original concept features a semi-barrier top skin film allowing the modified atmosphere to preserve the meats bright red colour, and a second barrier lidded top web to ensure a reliable shelf life, optimum display of the product and to provide a flat surface for product communication.
The unique strength of the Darfresh concept is to offer differentiated solutions that fit varying marketing approaches and yet can be achieved on the same packaging line. The solution will thus be chosen according to the targeted distribution channel and marketing strategy: for example, Darfresh Bloom for fresh and tender meat cuts, Darfresh 3-web for marinated cuts or Cryovac Simple Steps for microwaveable applications such as the “Bell Easy Gourmet” range launched in 2007.
THE BENEFITS
Darfresh Bloom affords an original presentation by creating high-tech, leading-edge consumer packs. They stand out thanks to their extremely fresh look and innovative colours. The packs are a great eye-catcher on busy retail shelves and they clearly display the bright red colour of the fresh meat, which consumers appreciate.
The benefits of the Darfresh technology are manifold: maturation under vacuum; hygienic, leak proof packs; vertical positioning; long and reliable shelf life; high consumer appeal with second skin effect, and attractive communication thanks to quality printing.
Darfresh Bloom brings the added bonus of displaying the bright red meat colour to create striking differentiation and freshness appeal on retail shelves. The new pack also makes labelling and product communication easier thanks to the flat surface afforded by the lidding process.
The new Bell pack comprises three different bottom webs in yellow, black and white to create a colour code by type of meat, and the concept runs on the Multivac Darfresh R570 CD vacuum skin packaging machine.
THE RESULTS
The new Bell fresh meat packs have been well accepted by consumers who appreciate the fresh presentation and improved communication. The products are specifically produced for distribution at Coop, the leading Swiss retailer, who has been happy with this latest innovation to attract consumer interest. Bell and Sealed Air worked in partnership to develop and implement this new packaging solution .
“With Darfresh Bloom, we continue to provide high quality package to meet our freshness strategy”, said Roland Lienhard, Marketing Director at Bell. “Swiss consumers are particularly attentive to quality and they are very loyal to the Bell brand, so we continue to make every effort to deliver the very best”.