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British grower Flavourfresh has launched a new premium tomato range in Asda stores, introducing exclusive Tomalina varieties packaged in paper-based punnets developed by packaging specialist Paranova.

The summer launch marks the commercial debut of Paranova's FibreFresh heat-sealed paper punnet technology, as retailers and fresh produce suppliers continue to seek alternatives to conventional plastic packaging.

The launch follows a £500,000 investment by Paranova in new Boix punnet-forming technology, supporting the company's expansion into heat-sealed paper-based packaging formats.

The move represents a strategic extension of Paranova's existing presence in the nested tray market and reflects increasing interest from retailers and growers in fibre-based packaging solutions that can reduce plastic use without compromising operational efficiency.

According to the company, FibreFresh punnets have been specifically engineered for fresh produce applications, incorporating specialist respiration and transpiration management to help maintain product freshness throughout the supply chain.

The recyclable format also offers enhanced branding opportunities compared with traditional produce packaging, enabling growers and retailers to create stronger differentiation at the shelf.

Michael Conway, chief commercial officer at Paranova, said: "Following our recent investment and development in leading punnet technology, we are proud to have launched this new format for Flavourfresh. Delivering a significant reduction in plastic, it demonstrates how paper-based punnets can offer on-shelf differentiation, operational efficiency and support sustainability ambitions."

A key consideration for produce packers adopting alternative materials is integration with existing operations. Paranova said the FibreFresh format has been designed to work with established packing processes, allowing customers to transition to paper-based solutions with minimal disruption.

The company supported Flavourfresh throughout the development process, including packaging design, testing, printing and retail implementation.

Alongside the FibreFresh rollout, Paranova has revealed plans to launch FastFlex, a new tray and lidding system aimed at fresh produce and convenience food applications.

The platform has been developed to address growing demand for packaging agility, offering lidding lead times of less than seven days compared with the traditional two-to-four-week turnaround often associated with printed packaging materials.

Manufactured using a newly commissioned press designed for filmic paper-based tray applications, FastFlex will also eliminate minimum order quantity requirements while reducing origination costs.

According to Paranova, the system has been designed to help growers, packers and retailers respond more effectively to seasonal demand fluctuations, promotional campaigns and shorter production windows.

The Tomalina launch reflects wider trends across the fresh produce sector, where sustainability targets, retailer commitments and evolving consumer expectations are accelerating investment in alternative packaging formats.

Paper-based solutions are increasingly being explored as growers and retailers seek to reduce plastic usage while maintaining product protection, shelf life and supply chain efficiency.

With both FibreFresh and the upcoming FastFlex platform, Paranova is positioning itself to support the next phase of packaging innovation in fresh produce, offering integrated paper-based punnet and lidding solutions designed to balance sustainability, performance and operational flexibility.

The Tomalina range is available now in selected Asda stores throughout the summer season.