Arla innovates to drive cream sales

Arla Foods is driving retail cream sales following the launch of innovative new fresh cream packaging.

Now hitting the shelves of the major retailers, the roll out of the new style cream pots was timed to coincide with the summer fruit season when fresh cream sales naturally peak.

Arla Foods, which has a 70 per cent share of the cream category, revitalised cream packaging and the fixture using its expertise in consumer research and new product development, the main aim being to propel cream from commodity to luxury status and in doing so drive category growth.

Consumers benefit from the colour-coded packaging, which extends to the lid of the cream pot, making it easier to identify the type of cream they want. The labels offer inspiration to the consumer, using eye-catching photography and providing recipe ideas.

A new element of the design also includes a visi strip, a transparent strip located on the side of the pot, which enables the consumer to see how much cream is left in without having to open the pot.

The main benefit to retailers is the combination of stronger trays, more secure lids and photographic packaging.

Simon Stevens, sales director, Arla Foods, said: "Significant research has revealed that more work needed to be done to attract consumers to the cream fixture, so one of the main objectives of the project was to make the cream fixture stand out at store.

"The original cream pots have been around since the 1940's and desperately needed a change, the new style pots are designed to innovate the category and drive traffic to the cream fixture."

The new cream pots are now manufactured from polypropylene instead of polystyrene. This change of material provides a more rigid pot, which can be gently squeezed and won't split. The lids are a snap fit solution specifically designed for the pots preventing the lids from falling off at the fixture, this also provides a perfect stacking solution.

The packaging is available in two different shaped pots, with the potential to go metric at a later date. Single, double and whipping cream remain in a tall pot whilst the extra thick cream is in a dumpier pot, ideal for spooning.

Part of the project also involved developing the cream trays used on shelf at the fixture. The new trays are significantly stronger and hold the pots together effectively making life easier for stores and providing the ultimate shelf ready packaging solution. Manufactured from high clarity plastic, the trays become almost invisible at the fixture, letting the new style cream pots sell themselves.

Arla Foods has invested over £1.3 million at three of its dairy sites to accommodate the new packaging - Northallerton creamery, Oakthorpe dairy and Staplemead Dairy Products - a joint venture with Milk Link.