Primo’s new Red Range packaging, which was supplied by Amcor and designed by The Thrills, was launched this month with a modernised look, improved functionality, and enhanced sustainability credentials.
The refreshed packaging includes easy-open, resealable functionality – offering added convenience for everyday use and fridge storage.
The new modern design aimed to enhance the product’s on-shelf appeal with the meat as the hero.
It also now uses 10 per cent less plastic, which is achieved through a tray down-gauge and transition to recyclable mono PET material.
Significant work has also gone into enhancing the Health Star Ratings across most of the Red Range, with no compromise to taste. The Ham products now carry a 3.5-star rating, reflecting a stronger nutritional profile while maintaining the same great flavour consumers know and love.
"Optimising our current product offering and portfolio is essential to insulating our brand’s strength and driving top-line growth,” said Susanna Polycarpou, general manager of marketing and innovation at Primo.
“As we continue to elevate the consumer experience with Primo across all touch points, renovation is key to ensuring our brand is worth paying more for and pricing over time.
“Through this packaging innovation, we’re addressing key consumer needs for easy open and sustainability, creating a competitive edge, and continuing to strengthen a critical part of our portfolio.”
Rollout of the new packaging commenced this month, with full transition expected by the end of May.
