Kettle Foods has applied Essentra’s Re:Close tapes to its packaging to promote its new Kettle & More range, while also allowing consumers to reseal packs.
The tapes have been incorporated to lightly salted Kettle Chips packs in the UK in a move to boost awareness of the line, which was launched in April.
The Re:Close tapes are also used to maintain the freshness of the crisps and support portion control.
“We wanted to promote our exciting new Kettle & More range and Re:Close Tape seemed the perfect opportunity for us to do this,” said Daisy Scott, assistant brand manager at Kettle Foods.
“The Essentra Re:Close Tape gave us a great opportunity to interrupt the shopper journey with our NPD news. The tape was an effective way for us to reach existing Kettle Chips consumers and ask them to reassess their normal purchase. We were extremely pleased with the impact of the tape on shelf and the ease of application.”
The tapes have been applied to maintain freshness of the crisps and support portion control.
The 30mm wide resealable tape incorporates an easy-to-use finger lift area that runs along both sides of its length, making it simple to pull away from the pack.
Essentra said that social media icons, prompts, seasonal messages and loyalty codes can also be added to the tapes to provide an additional opportunity for engaging with customers.
Ian Beresford, head of marketing and development at Essentra Tapes, said: “The ability to add on-pack promotions simply and cost-effectively, without the need to change the existing packaging artwork, is a real advantage to Re:Close Tape.
“Our high-definition print delivers spectacular results and we are delighted to see our Re:Close Tape so clearly promoting the latest Kettle & More range, whilst also providing the additional convenience to consumers of being able to reclose the original pack.”
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