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Haute Couture for shrimps

Luxury in innovative packaging
Royal Greenland now launches a new range of luxury shrimp and shellfish products in Germany, which also meets the requirements for appealing and user-friendly packaging design. In doing so, the company wishes to expand its existing group of customers. Corporate marketing manager Lisbeth Laursen, Royal Greenland explained:

"The new range is developed to make the consumers aware of the many possibilities our products offer. For example; the range includes new, exciting flavour varieties and dressings meant to enhance the attractiveness of the products. Furthermore, new colourful packaging makes the product appear even more appealing."

Successful coorporation
The new packaging is the result of packaging manufacturer Superfos' targeted product development in the field of decoration and transparent plastic packaging And it serves as an example of how a close coorporation between food manufacturer and packaging supplier can lead to an optimisation of functional design of packaging - and hereby the total appeal of the product. The new technology enables Superfos to provide packaging solutions with premium decoration quality and transparency.

"When launching the new luxury products it is very important that the packaging stands out and appeals to the consumer. At the same time, it is essential that the consumer can see the actual product. This has been achieved by Superfos' know how, which enables us to use bright colours and contrasts combined with completely transparent plastic", Lisbeth Laursen said.

"Furthermore, our products are presented in a wide variety of refrigerated counters in the stores, and the packaging must therefore be designed to work standing up as well as lying down. This places heavy demands on the design of the packaging, which must include both colourful illustrations and recipes on all sides."