The global packaging company teamed up with linerless labelling specialist Ravenwood to develop Slidewrap – a pioneering slidable labelling system, which looks and functions just like a cardboard sleeve, but is said to deliver the improved environmental and process advantages of linerless labels.
Available in Asda stores nationwide from 28 April, the new format marks a first to market innovation for their top tier sausage range.
As both a consumer and process driven solution, the project was initiated in partnership with Finnebrogue as a result of their need to move from hand-applied, manually coded sleeves to a more flexible format to improve efficiencies, better meet peak demands and changeable design processes and, most importantly, support consumer requirements with the added functionality of a removable format for full product visibility.
While traditional linerless formats were recognised for their high-speed fully automated application and sustainable benefit, their tamper proof adhesive contact prevented slidable removal, resulting in the tearing of the pre-applied film when detached.
Commenting on the launch of the new concept, Asda's packaging development manager Mark Armstrong said "Coveris presented their Slidewrap idea at a recent Dragon's Den session and won. We immediately saw the potential in lightweighting and automation without any compromise in functionality or print quality. We're thrilled to see the idea hit shelves for the first time on a full product range."
