Linerless labelling offers fresh produce suppliers scope to reduce plastic use and packaging waste while refreshing on-shelf presentation. A UK avocado pack redesign using Ravenwood technology demonstrates the approach, with the company reporting a sales uplift following the switch.
Minor, Weir and Willis in the UK has replaced pre-printed flow wrap on its Twin Pack Ready to Eat Avocados with a linerless lid applied using Ravenwood Packaging’s Nobac 5000L.
The new format uses less plastic and is recyclable, while also allowing the company to change the presentation of the range. The previous flow wrap was non-recyclable.
Ravenwood said the linerless format was selected for its reduced plastic use and packaging waste, as well as its recyclability and design flexibility.
The project moved from concept to production in around six months, involving packaging, machinery, technical, operational and commercial teams. The development also included design work and transit trials, with UK-approved linerless printer Reflex Group producing the printed fruit lids.
Ravenwood says the new format has generated an uplift in sales compared with the previous packaging, although the exact increase remains commercially confidential.
Jan Rees, UK and Middle East sales manager at Ravenwood, said the project showed that sustainable packaging could also change product presentation.
“The new linerless format has given us the opportunity to completely refresh the product presentation, create greater shelf standout and deliver something that consumers have responded to extremely positively,” said Rees.
The Twin Pack Avocado format is now being rolled out across other fresh produce products, including passion fruit, mango and sharon fruit, with top fruit to follow.
