An old favourite gets a new twist

Friday, 03 July 2009

A bespoke plastic tube and lid manufactured by RPC Containers Market Rasen is at the centre of Tangerine Confectionery’s relaunch of its iconic Sherbet Fountain brand. Since its launch in 1925, Sherbet Fountain has been famous for its paper packaging, which allowed the product’s liquorice stick to protrude. The new pack marks an attempt to meet modern retail requirements without compromising the overall visual effect of the familiar tube. “Many people remember the old pack as a sweet icon from their childhood,” comments Gill Lanty, head of marketing at Tangerine Confectionery, “but in order for the product to be here for another 84 years we knew that it needed to appeal to new generations too. The new packaging has only been launched after going to great lengths to find out what our customers would like best and as a result we have maintained the essence of the brand experience, licking the liquorice stick and dipping it into the sherbet.” Tangerine’s key objectives were to improve the consumer experience (including an update of the recipe to incorporate all natural colours and flavours) while meeting the modern safety and product quality requirements of leading retailers. This led to the creation of a sealable tamper evident pack  which also prevents the powdered sherbet from escaping. It is also recloseable to ensure the product stays fresher for longer. Plastic was deemed to be the ideal format for the relaunch and Tangerine turned to RPC Market Rasen to help it produce custom moulded packaging for the product. The resulting injection moulded pack comprises two fully recyclable components – a PP tube and a black HDPE lid – that mimic the brand’s ‘liquorice effect.’ The revamp is completed by printed shrink sleeves, manufactured by CCL Decorative Sleeves, which provide a modern twist on Sherbet Fountain’s red-and-yellow branding by using a matt finish to mimic the texture of paper. “RPC Market Rasen has highlighted its excellence in the manufacture of the new packaging and has worked incredibly hard to help us create a new format for Sherbet Fountain to truly take the product into the next 100 years!” said Helen Sears, group marketing manager at Tangerine Confectionery.

 

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