During 2007, Nestle New Zealand took the opportunity to make some adjustments to their traditional packaging for Maggie stocks and desserts, and said goodbye to the trustee tin can with the help of Viscount Plastics.
It was important that the packaging be modernised and taken upmarket without losing the Maggi message and brand feel.
This was achieved through close collaboration between Nestle and the Viscount Plastics team.
A new polypropylene container was developed, which carried the bonus of being reusable, as well as stackable, nestable, dishwasher and microwave safe.
The nestability means that space is saved.
In the Nestle factory this equates to 15 pallets a day.
An innovative finger grip was added to aid in carrying the packs and the tamper resistance was strengthened.
Labels were made easily removable so that consumers can reuse the containers.
The container provides a constant brand presence is maintained, even when the labels have been removed, by an embossed Nestle Foodservice logo and the use of the Maggie colours: the container is bright yellow and the lid red.
Both Nestle and Viscount Plastics were pleased with the outcome of the transition from cans to plastic containers.
Sales of Maggi were up on the last year two months after the containers were launched.
www.viscount.com.au
www.nestle.com
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