Danepak launches new look packaging

Danepak has unveiled a relaunch for its range, including new re-closable packaging.

Kate Charman, brand & licensing manager at Tulip Ltd, said: When we began this project we knew that we wanted to offer consumers much more than a simple brand makeover. Weve been very ambitious and spent over 18 months extensively researching the bacon category and the motivators that trigger consumers to buy, which has led to a number of fantastic new and innovative product and packaging formats.

The really great news for consumers is that Danepak products will now have exclusive use of a patented re-closable packaging format, which is a first for the UK, added Charman. Our research showed us current bacon packaging is a real bug bear for consumers who, nine times out of ten, will go for a knife or scissors to open the pack because it is so hard to do by hand. Our new packaging uses a wider seal around the edge of the pack, making it easy to open, easily re-closable and a joy for consumers to use.

As well as the new packaging, two of Danepaks products will also be reintroduced with a modern twist.

Rapid Rashers will return in a new microwaveable packaging format that requires no piercing and cooks the bacon in 90 seconds with no mess while Lean & Low will also be making a return to meet the growing demand from consumers looking for a healthier option, with the benefit of being 20% lower in fat than standard bacon.

The entire range will continue to exclusively use Iposol, a solution of water and sea salt which when used in Danepaks curing process, delivers the same taste and eating experience with 30% less salt than standard bacon, first introduced in January this year.

To support these changes, there is a new website - www.danepak.com, and a social media campaign with The Serious Bacon Club, launching at the beginning of August. The Serious Bacon Club community will be a place for bacon lovers to congregate and will act as a springboard for engaging content and experiential, trade and point of sale activity.

Initially available in Tesco and Co-op stores across the UK, the new-look Danepak range will be rolled out during August with additional retailer listings following in autumn.

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