Development of the perfect packaging has been a central aspect in the launch of the fresh, chilled soups Mou challenging the consumers to combine convenience with freshness and quality

Convenience food is all about making life easy. And the market potential for fresh, high quality convenience food served in portions is larger than ever before. More than half of all households in Denmark consist of one or two persons, and many of those have a busy everyday life where time is sparse. At the same time, an increasing amount of Danes prioritise food quality highly.

With its new fresh soup concept Tulip has focused on a new group of consumers and made sure that all the different elements play together. The packaging has been a central part of the concept. Product Manager Morten F. Christensen explained:

“Packaging is always important when it comes to food, especially for convenience food as the packaging is part of the total concept. Therefore, the development of the right packaging has been a key issue. The concept for Mou is fresh, high quality convenience food and the packaging is developed in collaboration with Superfos.”