The non-profit association Pink Lady Europe presented its new packaging range at Fruit Logistica in Berlin. In future, retailers will be able to choose from three types of packaging, the new design of which was voted on in a Europe-wide consumer survey.
Pink Lady Europe has fundamentally changed its packaging: new design and new materials. In order to improve environmental compatibility, the three new packs are completely free of disposable plastics.
The new design is intended to Pink Lady brand values convey: Naturalness, enjoyment, sustainability, quality and excellence. Intense colours serve to enhance perception on the fruit shelf and are intended to support the premium positioning.
„More environmentally friendly and higher quality - with the new design we want to further strengthen the high brand loyalty of our customers and convince apple buyers who are not yet familiar with the Pink Lady flavour experience,“ explains Thierry Mellenotte, Managing Director of Pink Lady Europe.
Consumers determine design
The new packaging design of the Pink Lady apples was chosen by consumers seven European countries in a large survey. There were five versions to choose from, completely new designs by European designers. The colourful spirals by the Spanish designer Martin Satí prevailed in all countries surveyed.
Consumer surveys confirmed the positive associations with the aspects of flavour and responsible production. The new design will be implemented on the current packaging forms. The new packaging materials will be introduced quickly and all in the Martin Satí design.
New plastic-free packaging range
Pink Lady is introducing three new compostable packs for four, six and eight apples to its European retailers: A tray made of 100% FSC-certified cardboard, a Foil-sealed tray made from fully compostable materials and another Compostable flowpack bag. As part of the packaging changeover, the laying nests in piece sales have been made of cellulose since last season.
All colours used for packaging are plant-based, food-safe and compostable. By changing the packaging, Pink Lady Europe expects to save a total of more than 660 tonnes of plastic for the coming apple season.
The new plastic-free packaging has been on sale to consumers in Europe since February 2020. Retailers can now choose from the three new types of packaging.
Source: Pink Lady Europe
