Lovemade has launched its new range of ready-made organic baby food in major supermarkets in Sweden.
The brainchild of Danish entrepreneur and mother-of-two Silvia Wulff, Lovemade consists of eight varieties that – uniquely to the baby food category – are locally produced and high in quality. They include rice and chicken with a curry sauce; carrot and pumpkin with sea buckthorn; pasta bolognese; apple, carrot and mango; and beef and potato stew.
They are packaged in RPC Superfos’ injection moulded SuperLock polypropylene pot, which, as well as providing the requisite levels of convenience and barrier properties, can hold 215ml of product with a 95mm diameter lid.
Wulff said: “Our goal is to sell a product that fully takes baby food to a higher level: organic, high-quality ingredients that are cooked following gourmet recipes, served in a safe and user-friendly pack of low weight that can be used over and over again at home.”
“In terms of giving parents an ease-of-use experience the diameter [of the packaging] is important. The SuperLock pot is the right size, making it easy to stir, get a spoon in and the baby food out. Add to this that the click-on, screw-off lid makes it hassle-free to open and reclose the pot.”
The barrier labels of the SuperLock pot provide a long shelf-life, enabling the products to be placed in retail stores under ambient temperatures alongside competing products sold in glass. While the market for baby food is generally dominated by glass packaging, RPC Superfos said, Wulff believes her pack solution has all the properties that she requires.
“Plastic has low weight which means reduced transportation costs and reduced environmental impact,” she added. “I also appreciate the fact that SuperLock is suitable for autoclaving, so we can ensure suitable shelf-life and at the same time deliver pure and natural products, avoiding the need for additives or preservatives. In addition, the pot can be re-used at home multiple times, which adds value to our product.”
The eye-catching design of the labels adds to Lovemade’s on-shelf appeal, while the base of the pack is transparent, making it possible to see the contents at the time of purchase and enabling the packaging to communicate authenticity, freshness and a healthy nutritious product.
The brand has started working with Nordic supplier Orkla Foods Sweden to make the products available in Swedish retail.
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