Product category:
Food Packaging
News Release from: Cambridge Consultants
Edited by the Manufacturingtalk Editorial
Team on 03 October 2000
New jam packaging helps Chivers
New approach to jam packaging enhances product value for Chivers Hartley
Cambridge Consultants Limited (CCL) was commissioned by Chivers Hartley to help them revitalise their approach to innovation The result is "That's Fruity", a new range of jam products from Chivers Hartley which represents the single largest change to packaging in this sector for decades
This article was originally published on Manufacturingtalk on 7 Aug 2003 at 8.00am (UK)
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In the highly competitive UK food processing industry, innovation can be vital.
Over many years CCL has refined its Structured Ideas Management (SIM) process to help clients innovate successfully, marrying creativity with a solid understanding of consumer, technological and industry issues to enable new ideas to be brought successfully to market.
Using the SIM process, CCL worked with Chivers Hartley to develop new concepts for their jams range.
One of the ideas was to use existing packaging -a standard Gualapack-to dispense a smooth-spreading jam without the need for cutlery.
Other benefits of the approach were that the packs would be light, take up less room than jars, and retain very little air after use -keeping the contents fresh.
Since Chivers Hartley already had filling machines for this particular pack, it would also be cost-effective to implement.
One of CCL's consultants was so convinced of the value of this idea that he tested it at home in his kitchen, producing the first concept version- and the resulting jam pack won the vote to become the next Chivers Hartley product.
"CCL helped us to develop an exciting new approach which redefines the way that jam can be packaged," commented Steve Wrigley, former Marketing Director at Chivers Hartley.
"Our work with CCL has significantly helped us to increase product value".
"Supermarkets are responding well to this innovative new approach, and a major television advertising campaign to back the product launch will soon hit the screens." "That's Fruity" was launched in Asda in June and is now being rolled out to other major retailers.
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