Clondalkin Experts Turn Tilda Concept Into Reality
Packaging innovations for TildaClondalkin Consumer has created a special promotional carton for Tilda, the UK’s leading Pure Basmati Rice brand. Tilda’s brief to Boxes Prestige was to create a mechanism that would attach a free pack of their new Tilda Steamed Basmati rice to the classic 1kg pack of Pure Basmati Dry Rice. This would allow Tilda to introduce their new range to their existing customers.
A project team from Tilda worked alongside experts at Clondalkin Northampton to turn a dual-packet carton from concept to reality. Clondalkin sales manager Chris Fuller said: “We have a talented and creative team that regularly develop new and innovative ideas for pack designs, so the Tilda brief fitted perfectly with their specialist skills. An intensive design workshop with the Tilda team, enabled Boxes Prestige to gain a full understanding of the Tilda brand and the brief, and helped us turn the initial concept into a highly successful pack. With a fully equipped Repro and Pre-Press facility on-site at Northampton, we were able to supply coloured mock-ups to assist with taking the product to market.”
The carton was produced on 480 micron Fiskeby MBO recycled material and printed in 6 colours with a high gloss finish. The crash-lock base design allowed the carton to be quickly erected for the packing operation.
Kate Barnett, Senior Brand Manager at Tilda, said: “We had a clear objective of what we wanted to achieve – the promotional carton needed to securely hold both of our Tilda packs so that neither pack was damaged on its journey to the consumer. It had to be easy to use in production but still support the premium positioning of the Tilda brand. Finally, the finished carton still needed to be light enough for consumers to handle.
“The special offer pack is now on shelf and will be available in key retailers for a limited period. Boxes Prestige’s experience in this area made them the right choice for this project and we are pleased with the results.”