Pioneering packaging

Thursday 25th November saw the exciting launch in all 270 ASDA stores of an original new concept in cherry packaging.  Brand new to the soft fruit industry, the 250g vertical form filled bag intends to give the consumer a new view on how to buy fruit by promoting the product in an innovative, user-friendly pack and improving the overall appearance on the shelf.

ASDA will be able to very the weights from a 150g snack pack to a 500g family pack during different periods of the year to suit the customer and also ensure optimum cost effectiveness.

The objective of improving quality perception has been a key focus for the AMS team for both existing and new product lines. AMS will now be able to offer ASDA a bag that has been packed the day prior to despatch as well as enhanced overall quality due to the film and unique cardboard dividers inserted into the crate. The dividers were designed by ESP Ltd and they will improve appearance on the shelf as well as ensure they arrive in store in perfect condition.

The pack consists of a special micro-perforated film, created by Amcor Packaging, which has holes to let carbon dioxide out and oxygen in. This results in longer shelf life in storeand less mould development and therefore an enhanced shelf life for ASDA customers. AMS worked in partnership with Well-Pict European, Sandiacre Packaging and Multipond to install the correct equipment. Sandiacre oversaw the packaging side and supplied the Well-Pict European packhouse in Evesham with the Single Tube Intermittent Motion vertical Bag Maker and Multipond provided the weighing machine, specifically designed for small-sized products.

The weighing machine will save time and money because it is hugely accurate but the packhouse will see a 15% increase in workload as the majority of cherry packing will now be carried out in Evesham rather than abroad, at source.

AMS will be using the same system to trial kiwis, gooseberries and plums and we are investigating starch-based film to be used across all lines to fit with ASDA's plan for their entire packaging to be compostable by 2008, so watch this space.

Winter 2004