2008-06-17 Manufacturing News

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Sonoco Innovative Packaging Helps Premier Foods Take a Bite Out of a New Cake Market

Premier Foods is using the flip-top Sono-wrap paperboard packaging from Sonoco to launch its new Mr Kipling Cake Bites—bite sized individually wrapped sponge cakes.

Each of the six-color, litho-printed, cake-shaped Sono-wrap* packages designed and produced by Sonoco contains 15 Cake Bites. Launching in June, Mr Kipling‘s Cake Bites are available in three flavors—Strawberry & Vanilla, Lemon and Caramel.

At the customer‘s request, Sonoco designed the unique, high-performance packaging specifically for two-high shelf retail display and to run efficiently through the customer‘s new filling equipment.

"Premier Foods is the owner of Mr Kipling, which has produced and sold top quality cake products in colorful, eye-catching packages for more than 40 years. Premier Foods asked us for an innovative package for this new product," said Kieren France, Sonoco‘s Premier Foods account manager. "We developed and are producing a market differentiating flip-top single-wrap Sono-wrap package in a completely new size for this important customer."

Flip-top Sono-wrap* paperboard packaging from Sonoco for Premier Foods Cake Package. View Larger image. photo: Sonoco

"We are delighted with Sonoco‘s total packaging solution," said Rachel Pirt, senior brand manager, Mr Kipling Innovation, Premier Foods. "Sonoco‘s vibrant, flip-top Sono-wrap cans really help the Mr Kipling brand break through what consumers call 'the wall of cake' in stores. Mr Kipling Cake Bites will be supported by a £2.7m marketing campaign, that will include television, as part of £4.4m in Mr Kipling brand support during the summer."

The dimensions of the Mr Kipling Sono-wrap packaging cans are 140 x 125.14 x 100 mm, and their flexo-printed bases list the Cake Bites' ingredients and nutritional information.

Mr Kipling was launched in London and the Southern regions of the United Kingdom in 1967. By 1976, Mr Kipling was the U.K. brand leader in carry-home cakes. Mr Kipling is synonymous with cake and remains the benchmark for quality and innovation in the ambient cake market place. Today‘s tasty selections include Fruit Pies, Jam Tarts, various slices, Cherry Bakewells, French Fancies and Mini Battenbergs.

* Trademark of Sonoco.

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