Global kiwi supplier Zespri has collaborated with Tesco for its new kiwi packaging design. The pack refresh was given the green light for driving consumer engagement and boosting sales with Ravenwood’s linerless labeling technology. A dynamic marketing campaign, launched in summer 2024, was set in motion to revitalize the iconic kiwi brand.

THE CHALLANGE

The primary focus was to transition away from plastic flow wrap, paving the way for a packaging overhaul that would meet the criteria for the high-profile marketing campaign. 

• Zespri and Tesco collaborated for revamping the kiwi packaging, with the aim of introducing a more practical and attractive design that would be both sustainable and fully recyclable.
• The packaging re-design needed to be fresh and vibrant for enhancing the appeal of the kiwi fruit.
• As part of the campaign, several trade marketing activities were approved to promote the newly branded packs. Initiatives such as online banners, radio advertising, and consumer sampling were launched to enhance visibility for the new kiwi packs.
• All initiatives were implemented to raise consumer awareness and drive engagement for increasing sales.

THE SOLUTION

A linerless Fruit Lid and carton board tray has been approved for use in individual kiwi packs. When combined, the Fruit Lid and tray create a fully integrated packaging solution, which UK linerless printer ProPrint Group refers to as “ProProduce.” This food-grade solution eliminates the need for the plastic flow wrap that was previously used for the kiwis.

For the first time, Tesco is showcasing a branded kiwi product in-store, moving away from its traditional private label branding.

For the Fruit Lid and carton board tray packs, the carton board tray and wholesale box are supplied by Smurfit Westrock; the linerless label technology by Ravenwood Packaging; the tray and label graphic design by ProPrint Group; and ProPrint Group is the linerless label printer.

With regard to the label and carton board tray design, the design and branding have been applied to both the linerless Fruit Lid and carton board tray. The graphic design features vibrant shades of orange and yellow, capturing the delicious taste and ripeness of the fruit. Specialty tooling is used to diecut sections of the Fruit Lid to resemble “sun rays” that feature the Zespri logo. This tooling is necessary for diecutting and removing waste at high speeds, making the product commercially viable for larger volume runs.

LINERLESS LINERS

Unlike traditional labels, linerless labels do not require backing paper on the reel. Instead, they stick to themselves with corresponding strips of adhesive and silicone applied to the label’s underside and surface. This design greatly minimizes material usage and waste. By removing the liner, which is typically sent to landfill, linerless labels significantly lower CO2 emissions, offering a more sustainable and recyclable solution.

LINERLESS APPLICATOR

A Ravenwood Nobac 5000L linerless applicator was procured for applying linerless Fruit Lids to the carton board trays. With a speed capacity of 70 packs per minute, the applicator plays a key role in meeting order fulfilment lead times. In addition to sleeving fixed-weight, the Nobac 5000L can link to weigh scales from a range of manufacturers for variable-weight products, as well as check weighing.

A SUCCESS STORY

The linerless Fruit Lid and carton board tray pack has proved to be a winning formula for both Zespri and Tesco in terms of the criteria set out in “The Challenge.” The concept’s practical and vibrant packaging design translates to enhanced on-shelf appeal.

The packaging offers sustainability benefits, such as being a fit for curbside recycling, consumer convenience, and approval for a reduced carbon footprint that supports a wider circular economy.

The new packaging, along with the range of promotional initiatives,  has assisted in raising consumer awareness and driving engagement. And, according to the brand owner, all initiatives and activities launched as part of the summer marketing campaign have increased sales, surpassing forecasts.