Ravenwood linerless technology used in new Zespri kiwi packaging

Global kiwi supplier Zespri has collaborated with Tesco for its new kiwi packaging design. Ravenwood Packaging’s linerless technology was used to create the packaging, which was given the green light for driving consumer engagement and boosting sales. A marketing campaign was launched this past summer. 

The primary focus of the campaign was to transition away from plastic flow wrap, for a packaging overhaul that would meet the criteria for the marketing campaign.  

Zespri and Tesco collaborated to introduce a more practical and attractive design that would be both sustainable and fully recyclable. The packaging redesign needed to be fresh and vibrant. 

A linerless fruit lid and carton board tray were approved for use in individual kiwi packs. When combined, the fruit lid and tray create a fully integrated package, which UK linerless printer ProPrint Group refers to as ‘ProProduce.’ This food-grade packaging eliminates the need for the plastic flow wrap that was previously used for the kiwis. 

For the first time, Tesco is showcasing a branded kiwi product in store, moving away from traditional private label branding. 

Smurfit Westrock supplied the carton board tray for the fruit lid and carton board tray packs, while Smurfit Kappa supplied the wholesale box. Ravenwood Packaging supplied the linerless label technology. ProPrint Group, the linerless label printer, supplied the tray and label graphic design. 

The design and branding of the label and carton board tray was applied to both the linerless fruit lid and carton board tray. 

The graphic design features shades of orange and yellow, capturing the taste of the fruit. 

Specialty tooling is used to die cut sections of the fruit lid to resemble ‘sun rays’ that feature in Zespri’s logo. 

This tooling is necessary for die-cutting and removing waste at high speeds, making the product commercially viable for larger volume runs. 

Instead of using backing paper on the reel, linerless labels stick to themselves with corresponding strips of adhesive and silicone applied to the label's underside and surface. This design minimizes material usage and waste. By removing the liner, which is typically sent to landfill, linerless labels lower CO2 emissions, offering a more sustainable and recyclable alternative. 

A Ravenwood Nobac 5000L linerless applicator was used to apply the linerless fruit lids to the carton board trays. With a speed capacity of 70 packs per minute, the applicator helps meet order fulfillment lead times. 

In addition to sleeving fixed-weight, the Nobac 5000L can link to weigh-scales from a range of manufacturers for variable-weight products, as well as check weighing.