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The party carton
- Carton Converter: Remmert Dekker B.V.
- Brand Owner: Danerolles, Bookhoorn Food Group
- Structural Designer: DeDutch
- Graphic Designer: Quatre Mains
- Cartonboard Manufacturer: Metsä Board
- European Carton Excellence Awards 2013
When packaging excels it is usually because the Packaging Supply Chain co-operates closely – in this case brand owner Danone, designer Het Foodatelier and carton manufacturer Remmert Dekker. The result was technical perfection: despite its unusual tapered shape, the packaging is suitable for machine processing and filling. The idea for this unusual shape in this market segment came from Het Foodatelier whilst Remmert Dekker looked after the technical implementation.
The product is completely new on the market: cookies, freshly baked and ready to serve within eight minutes. Carton packaging is the ideal medium for explaining and simplifying preparation. The inside contains templates for painting. The cartonboard is particularly suited for foods and can be recycled totally after use. The new product in the new carton is extremely well received: the first 200,000 boxes were very successful and the next 300,000 units are already in production.
Jury Comments
Baking is a market that is growing and more and more products are being added. In view of this, appeal at the point of sale is important but also ease of use is vital. This carton contains ready to use cookie dough that simply has to be cut to size before it is baked. In view of this, the graphic design incorporates a measuring scale on the pack against which the dough can be laid so it can then be cut to the optimum size. Also the shape is not rectangular but tapers toward the top of the carton and this will make it more attractive at the point of sale. The judges felt that was an excellent example of a good looking carton that, through clever design, offered advantage to the consumer.