Collaboration for coffee packaging
Crown and Nestlé have joined forces to create a new packaging format for the Nescafé range of coffee brands in the UK professional market.
Nestlé approached Crown knowing its in-house research and development team could meet the demands of the brief for a new packaging shape to replace the current round composite containers.
The new container, refined and manufactured by Crown, is developed in three sizes, 500g, 750g and 1kg and is comprised of three parts. This includes a three-piece tin with a rounded, rectangular shape, a resealable hinged-lid plastic cap, developed by AptarGroup, Inc., which uses ‘Click to Close’ technology to keep contents fresh and lock-in flavour and Crown’s PeelSeam peelable end.
Consumers were impressed with the premium feel of the metal packaging, the functionality of shape and the resealable hinged lid that further protects the product within.
Crown’s team of designers and engineers worked in partnership with Nestlé, from initial concept to final completion, to develop the container and to improve on the brand’s existing packaging style. The resulting shape is a more ergonomic and user-friendly format, allowing consumers to easily hold the container in one hand for greater convenience and ease-of-use. Metal also lends itself to a crisper, more premium finish in terms of decoration, making it ideally suited for the high quality graphics on Nestlé packaging.
Véronique Curulla, marketing director at Crown, said: “Once again metal has presented itself as the go-to material for a world-leading brand. We are incredibly proud of what we have achieved with Nestlé, the new tins represent a truly collaborative effort between Crown’s European teams and Nestlé’s own creative group. The feedback received from consumer research speaks for itself and demonstrates that working in close partnership with our customers can deliver outstanding results.”
The new Nestlé tins will be available in the UK professional market from April 2016.