MeadWestvaco Corporation (MWV) has launched SmartFare, a new package for chilled ready meals (CRM) at Food & Drink Trends & Innovations Conference in London, UK on May 22, 2014.
The packaged transforms the flimsy CRM tray into a premium, brandable experience, offering new product development professionals a way to drive trial, brand loyalty and repeat purchase with consumers seeking convenience and variety at mealtime.
Dual-ovenable, hermetically sealable and widely recyclable in the UK, SmartFare dishes and bowls stay sturdy and cool to the touch from the oven to the table for easier serving and dining.
The package also empowers brands to bring in visual cues and experiential elements of a cuisine to create a more authentic dining experience.
According to Datassentials July 2013 UK Shopper Study conducted on 1,263 consumers in the UK, 79% of consumers said that meals are easy to find on the shelf in SmartFare; appear new and different (77%); look appetizing (44%) and fresh (38%).
“Food manufacturers have invested heavily in the development of improved ingredient transparency and great tasting new recipes over the years, but packaging hasn’t kept pace,” said Diane Teer, chief marketing and innovation officer, global food and beverage, MWV.
“By delivering differentiation at fixture, an increased freshness perception and an improved in-home experience, SmartFare is a critical new ingredient to commercial success.”
SmartFare is designed to be a drop-in solution for food processors with without tooling investment.