The Swedish food retailer Coop is now offering a new pack size for chilled ready meals in collaboration with food manufacturer Grön Ko. The new packaging from Micvac is round and is suitable for 300 gram contents.
„The new pack is smaller than those already in the range and therefore costs less to buy and produce. This means that we can offer consumers products of the same high quality at a lower retail price,“ says Jesper Malm, Strategic Buyer Private Label, Coop Sweden.
Coop currently has Around a dozen products in Micvac packaging in the private label range and others for other brands. Just recently, a mushroom risotto from Grön Ko was launched in the new round packaging. With the new pack size, Coop wants to for more differentiation in its convenience food department A selection of sizes, shapes and trays enables an even more attractive presentation, they say.
„In Micvac packs, we can sell fresh ready meals that are as similar as possible to home-made food. In addition, thanks to the special cooking technology, Micvac packaging offers a long overall shelf life, which also helps to prevent food waste,“ says Jesper Malm.
Increasing demand for different pack sizes
[infotext]Micvac offers a modern production process in which cooking and pasteurisation in the packaging takes place in a single continuous process. Each tray is filled, sealed and pasteurised as it passes through a microwave tunnel. At the heart of the process is the multi-function valve, through which air escapes during heating. After cooling, the packaging is sealed airtight[/infotext].„Fresh ready meals are et is one of the fastest growing categories in Swedish food retailing. Consumers are looking for a greater choice and variety of dishes as well as different pack sizes. We want to meet the increasing demand with our products,“ says Malin Brodén, Marketing Director at Micvac.
Source: Micvac
