The chilled ready meal sector is fast growing and increasingly competitive in developed markets.
MeadWestvaco has responded to the demand for improvement in chilled ready meal (CRM) trays by launching SmartFare.
SmartFare for CRM replaces flimsy trays with sturdy dishes and bowls that are brandable, hermetically sealable and dual-ovenable. They create a premium personality for ready meal brands that reward consumers seeking convenience, and encourage repeat purchase and brand loyalty.
SmartFare is also cool to the touch from oven to table for easier serving and dining. And the range brings full-scale graphic design possibilities to CRM packaging. In some markets, SmartFare is wholly recyclable.
It is designed to be a drop-in solution for food processors with no tooling investment required.
Independent market research results in the U.K. [ Datassentials July 2013 UK Shopper Study] are more than encouraging for this new product range. 1,263 UK shoppers were asked if they were more interested in purchasing their chilled ready meal in SmartFare or the current CPET tray. These are the results:
-
Converting current CRM packaging to SmartFare can grow category penetration and frequency, increasing meal occasions by 34% for category shoppers
-
79% more consumers said that meals are easy to find on the shelf in SmartFare
-
71% more consumers said that meals appear new and different in SmartFare
-
44% more consumers said that meals look appetising in SmartFare
-
38% more consumers said that meals looked fresh in SmartFare
Diane Teer, chief marketing and innovation officer, Global Food & Beverage, MWV, commented, “Food manufacturers have invested heavily in the development of improved ingredient transparency and great tasting new recipes over the years, but packaging hasn’t kept pace. With SmartFare, the consumer research clearly suggests we have a shopper and consumer inspired solution that will help our customers unlock the full value of their investment by addressing consumer needs. By delivering differentiation at fixture, an increased freshness perception and an improved in-home experience, SmartFare is a critical new ingredient to commercial success.”
