Margarine brands targeting enhanced consumer engagement with IML

Mills DA margarine brands include Soft Flora and Vita hjertego’. The re-launch of these products in new packaging from RPC Superfos recognizes the fact that the margarine business is a competitive one that also demands continuous development in terms of its packaging, according to Ole Kristian Vestbekken, senior packaging consultant at Mills DA.

A team from Mills DA and an external industrial designer worked with RPC Superfos to create the new packaging, which is injection molded in polypropylene.

Vestbekken said: ‘With the new packaging we have successfully created a strong family image on shelf for Vita hjertego’ and Soft Flora – each in three sizes. All varieties have the same visual expression.

‘We are very pleased with the result. The pack is easy to recognize, which strengthens the relationship between our products and our customers. We have created a distinctive character for Soft Flora and Vita hjertego’ margarine, leaving no doubt about who the brand owner is.’

Mills has paid particular attention to the design of the lid in terms of both look and functionality. The decoration and graphic finish have been made possible thanks to in-mold labeling, including at the rim, leaving room for a message to the customer on the indentation of the lid, for example to choose heart-wise and spreadable margarine products.

‘The quality of the lid is very important,’ said Vestbekken. ‘We chose a tight and strong snap-on lid that will not crack even after frequent use.’