Norwegian seafood firm, King Oscar, has chosen Ardagh’s Easy Peel aluminum can end as a new and improved approach to can openability, which comprises a metal ring on that an aluminum foil is heat sealed.
Ardagh says the product is even shortlisted for a packaging award.
Jakub Ziemann, sales manager seafood at Ardagh Group tells Food News International that consumer insight, testing and strong team work is vital to designing a successful product.
FNI: What is the inspiration behind this can design?
Ziemann: Research revealed that consumers who love mackerel in tomato sauce were looking for an easier opening solution.
We were looking for an easy opening solution that would guarantee no spillage of the content and perceived as innovative by the consumer.
FNI: What challenges did the design team overcome when creating the can?
Ziemann: The three main challenges that the design team had to overcome when designing the can include:
- Stand-out on the shelf.
- Blue was chosen as the new color for the product in order to ensure visibility.
- A design that would be seen as attractive by our target group, who should be proud of eating healthy mackerel and eager to show off the beautiful design of the can.
- Ensure the look and feel of King Oscar – from being in red to blue.
FNI: How were these challenges overcome?
Ziemann: They were mostly overcome by extensive consumer testing with the design before finalizing the artwork.
After the in-use and concept test, we changed the design route.
We checked on the level of visibility of the product in stores by using mock-ups.
The consumer should be able to recognize the product from those of our competitors.
FNI: The can has been shortlisted for packaging awards. Could you share more about this?
Ziemann: We are delighted about this!
Due to teamwork at King Oscar and the close cooperation with Ardagh, we are able to introduce a product that is regarded as new and attractive by consumers.
We received positive consumer responses regarding the design and the taste of the product, many shared their feedback via the social media.
With this success, we are now launching the product to other international markets, such as the US.
FNI: What makes a viable can design?
Ziemann: We believe a good can design should be based on consumer insights.
The drivers for the consumer’s choice are always key to our understanding all our product innovations.
In order to innovate, you need to understand consumer needs and transform these into products with compelling designs that reflect concept.
Eventually, a close cooperation with the design agency and the packaging producer is vital in order to understand constraints and possibilities.
FNI: How can a can design relate to consumers and boost sales?
Ziemann: For King Oscar, the can design was one of the unique product benefits that we have used in all our consumer communications.
This has been one of the reasons, in addition to providing skin free fish, on how we have managed to conduct trials and establish the product on the market.
However, the taste is ultimately crucial and the key driver for repeat purchase.
At King Oscar, we focus on local taste in every market.
So even if concepts travel beyond markets, the taste very often is optimized to specific consumer preferences.
It all about being the local taste champion!
