Calbee joins forces with DS Smith
Japanese snack manufacturer Calbee UK has turned to DS Smith to help reinvent its retail ready packaging (RRP).
The two companies worked closely together to develop retail ready packaging that would appeal to shoppers. The RRP, a crucial element within the promotional mix, creates attention for this newly launched product.
David Wilson, marketing director for Calbee UK, explains, “To get a completely new brand off the ground very quickly takes a huge amount of skill and certainly presented us all with a challenge.
“Having DS Smith as a core strategic packaging partner was a very important decision to make to establish a strong foundation in the UK. They not only brought experience but also provided layers of added value, creative, commercial and pragmatic thinking and had the flexibility and ability to turn things around to meet with our limited timescales.”
Part of the strategy was to ensure each flavour variant of Calbee UK’s Yushoi range of products were colour coded to provide strong stand out on shelf and to encourage the consumer to try something new. The perforation was specified to ensure a clean and easy opening function and the packaging was finished with high quality flexo post print.
Mike Alvis, sales director of the UK packaging division at DS Smith, adds, “Calbee UK is already well established in the US and Japan so the briefing process was smooth. They wanted a high quality print with a gloss finish, effective perforations and white papers both in and outside of the pack to create the premium feel the brand deserved.”