SPAR rice packaging

SPAR puts a new face to rice

SPAR has relaunched its Basmati and Jasmine rice range in attractive and convenient 1kg Elopak cartons.

‘”The objective with this packaging was to revolutionise the rice market and present consumers with the best storage options, in terms of fitting into a cupboard, shelf life and resealability. The latter is guaranteed and works every time,”’ explains Judith Gale, SPAR brands manager.

‘”Furthermore, the space on the carton provides excellent branding opportunity and on-shelf presence,”’ she continues. ‘”This packaging option enables us to achieve our strategy of adding value by providing our consumers with a convenient solution for their everyday needs. So far we have seen excellent sales in this category since the relaunch of the range into this format.’”

“A wide range and flexible combination of innovative carton designs and shapes, printing and closures gives brand owners the possibility to launch more individual packaging and to answer market demands without neglecting factors related to production efficiency and costs,”’ comments Johan de Smidt, MD of Elopak SA. ‘”Consumer insights support our commitment to deliver best packaging solutions for liquid and dry food brands, solutions and innovations that provide both functional and emotional benefits to enrich and enhance the consumer brand experience.”

Easy opening and safe reclosing are always top findings in consumer surveys about packaging. Elopak says its closures offer consumers many practical advantages and the company is continuously developing its offering; and today’s openings are bigger with improved pouring function, adding more consumer convenience.

“Now consumers can find products to satisfy virtually every taste and need. The choice and availability of liquid and dry food products has never been more exciting. In this context, brand owners are recognising the strength of packaging as one of the key elements in the consumer’s brand experience and as a communication and sales tool,” says Johan.

“Elopak SA and SPAR have forged a solid relationship that stretches back to 2005. ‘Thanks to SPAR’’s dedication to innovation and original packaging solutions, many successful SPAR products have been launched in Elopak cartons,’” Johan continues. ‘Alongside SPAR’’s ESL Milk, consumers can enjoy SPAR Fruit Juices, Sugar, Ice Tea, Oats, Breakfast Muesli, and now Rice, all in a variety of Pure-Pak EloCurve cartons.’

The eye-catching new packs were designed by Paton Tupper, repro is by Polymer Art and they’’re printed on Nampak Liquid’’s new CPS press. The closures are supplied by Elopak Europe.

Since a group of eight wholesalers were given the exclusive rights to the SPAR name back in 1963, this brand has gone from strength to strength, becoming one of South Africa’’s leading grocery chains. Today the SPAR Group operates six distribution centres and supplies goods and services to more than 800 SPAR stores across South Africa.

First published in PACKAGiNG & Print Media Magazine, October 2010.