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Cookies & Crackers
PMC 1250M
container forming machine
Improve package quality
and brand identity while
effecively controlling costs
Tradition..., a belief strongly held and nurtured by the people of England. Tradition is to be savored, praised, and preserved. But United Biscuits risked all by changing the Jaffa cake package. They daringly believed that they could increase sales if they changed the package - in fact, spend more money on packaging. And they succeeded beyond expectations.
A column of Jaffa cakes was traditionally packaged in printed flexible film and merchandised horizontally on the retail shelf. Packages were difficult to stack and brand value was not easily communicated. The package was not easy to open and reclosure was not effective. Consumers most often removed a few Jaffa cakes, put them on a plate, and enjoyed them a snack in front of the television.
Today, Jaffa cakes are in a convolute canister formed on a PMC-1250M machine at speeds up to 110 cpm. Consumers easily notice the package on the shelf; it is retailed vertically and the graphics have excellent printing and eye appeal. The product is easily eaten directly from the canister, so more is consumed in front of the television or computer.
Package cost is greater than for flexible film, but there was an “operations” concept which reflect European thinking which other cultures (such as America) should consider more closely. Straight wall containers are most efficiently made inline with the filler. Such is the case with the PMC 1250M machines and they meet the efficiency demands of an inline operation. But United Biscuit did not buy the forming machines - —the materials supplier did, and although the containers are made inline, United Biscuit takes ownership only when the containers enter the filler.
This English company manages costs effectively - and they may have initiated a whole new approach to “tradition”. |
