Bespoke butter tub leads to 65% increase in sales claims TINE

19-May-2016 - Last updated on 23-May-2016 at 11:20 GMT

A bespoke butter tub from RPC Superfos has led to a 65% increase in sales, according to Norwegian dairy cooperative TINE.

The company, along with its subsidiary, Fjordland, and design agency EGGS, has won an 'Award for Design Excellence' for the packaging from The Norwegian Centre for Design and Architecture.

Thin wall pack (TWP)

The injection-molded polypropylene tub is a thin wall pack (TWP) that incorporates a protective light barrier, which safeguards the butter or margarine from sun damage.

Morten Aas, leader of Research and Development for packaging and design, TINE, told DairyReporter, functional, contemporary packaging plays a big part in its commercial success.

“We are delighted to win the award. Our choice of packaging was based on user surveys, which revealed people are more inclined to recycle packaging when they can avoid sorting several different types of material at once, such as cardboard, aluminum foil and plastic,” he said.

The jury said the pack meets ‘all requirements for overall design,’ including an ergonomic tab for easy opening and the fact the lid is the same for all product varieties, which leads to fewer production changeovers.

The tub no longer consists of cardboard, aluminum and plastic and is made from 100% recyclable plastic material, for recycling.