Feature: Packaging
“Eating is an emotional experience and the
wording on the packaging can make all the difference. Pleasant messages on a lunch box, such as ‘Made for you, to fortify you’ make people feel comfortable.” The artwork on packaging also offers
opportunities to promote a company’s brand and/or the brands of the products featured in the snack box, which can help leverage potential revenue-generating opportunities. Oakfield Farms Solutions, with whom LSG Sky
Chefs has been working in the US, is now in the European market. This one-stop supplier of convenient meal boxes (more than 350 million ambient snacks produced since 1994) offers boxes with pre-packaged items as well as fresh food such as fruit cups or sandwiches. Oakfield works with an airline to develop a customised packaging concept, and has worked with brands such as Kraft Foods®, Coca-Cola® and national sports organisations. The company will manufacture the snack items chosen for an airline’s concept and then manage the entire programme to include menu development for both branded and private label products, logistics management along the entire supply- chain and customer support.
Brands say a lot about a product Working with established and much loved brands can provide a useful way forward. Portfolio Partners works with over 70 airlines and has recently diversified into rail and shipping in response to the growing demand for ready-to- eat food on the move. Its range of specialised items for onboard sales is both innovative and extensive and aims to use the power of the brands combined with the right packaging to maximise both sales volume and profits. The company insists: “Brands say a lot about a
product. If your product involves travel catering then you want to work with the best brands in order to maximise the passenger’s travel experience as well as your return.” Anita Harris, Buzz group director (travel),
agrees packaging plays an important role: “We consistently seek to align packaging and product
Left: Solia’s sugarcane tray. LSG Sky Chefs’ display of packaging at Aircraft Interiors, Monty’s hot posh wrap Above: EnRoute gourmet
yum.me brand, Buzz SpongeBob lunchbox for Qatar, Solia’s stylish meal box
offerings with an airline’s brand positioning for a totally exclusive travel experience. Savvy packaging should evoke an emotional response and immediately position the brand in the mind of the recipient.” Buzz also works to make packaging fun
and has recently been involved in the second Qatar Airways and SpongeBob SquarePants collaboration series – the kids’ meal box. The durable meal box contains internal dividers that allow contents to be separated into individual segments. The licensed item has captured the imagination of children, says Buzz, and serves as the perfect gift and take-home brand reminder of their journey with the airline.
Keep packaging cheerful Graphia in Brazil believes in keeping packing cheerful. It has been working on an alternative
to aluminium trays and has come up with a colourful range of packaging now onboard TACA and Avianca airlines. This heatable sandwich packaging, called Praticwrap, is made of laminated paper which provides a grease and moisture barrier, with a belt of decorated cardboard to make it more attractive. Monty’s Bakehouse sees packaging can play
a role in the current climate of cost-cutting. Matt Crane, ceo, says: “Packaging plays a vital role in product development. When innovative product and packaging development is done well it can provide both airlines and caterers with substantial savings throughout the supply chain whilst still providing passengers with high quality innovative meals and snacks.” The company pays attention to ease-of-
use by giving consistent on-board baking instructions so an airline can change product or recipe without having to re-train crew. It also ensures that its certified ovenable packaging makes life easier for caterers by using designs which fit the oven tray and carousel. Monty’s
www.onboardhospitality.com
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