Packaging
Thor proves a hit down under
Friday 12. December 2008 - The launch of a new range of premium soups by leading Australian retailer Woolworths has brought the functional and aesthetic benefits of RPC Containers Blackburns Thor Pot to Australia for the first time.
Developed in association with food manufacturer Beak & Johnston, the launch marks Woolworths first venture into fresh chilled soups. Retailing under Woolworths premium Select brand, the soups use healthy recipes that are 97% fat free and contain no artificial colours or flavours. Five flavours have been launched in the 600g Fresh Chill Soup range: Beef & Vegetable; Garden Pea & Ham; Tomato & Red Capsicum; Lentil & Bacon; and Sweet Potato & Pumpkin.
Woolworths required a robust packaging format that can be heated directly in microwave ovens for consumer convenience. The appearance of the container also needed to reflect the premium nature of the brand. Woolworths asked its regular supplier TCA for assistance in finding a suitable pack, who in turn sought the advice of RPC Bebo, for whom TCA acts as Australian agent.
Recognising the success of its sister site at Blackburn within the UK fresh chilled soup market, RPC Bebo recommended the advantages of the Thor Pot and the container was quickly adopted as the best solution to Woolworths needs. Injection moulded in PP, the Thor Pot is ideal for hot filling and microwaving, as well as offering tamper-evidence and recloseability for further convenience and contact clarity for an eye-catching appearance on-shelf.
RPC Blackburn advised TCA on appropriate processing and filling profiles for the Thor Pot to help meet local food approval standards. Beak & Johnson has also invested in adapting its filling lines to suit the 670ml container.
A key consideration was meeting the strict import controls for delivery to Australia. RPC Blackburn has supplied all packaging on heat treated pallets and minimised logistics by using only full container loads. The Thor Pots are then decorated locally, with distinctive labels provided by one of RPCs regular suppliers, which has an office in Australia.
“Our new Fresh Chill Soup range marks an exciting first for Woolworths, and finding the right packaging was essential,” comments Woolworths Private Label Team. “The contribution of RPC Blackburn and TCA has played a significant part in this successful launch.”
“We have known about RPCs expertise in thermoforming for a long time, and we are delighted to add the injection moulding capabilities of RPC Blackburn to our portfolio in Australia,” adds Hervé Moreau of TCA.