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Universal Seasonings Manufacturer Touts Convenience to Ensure Customer Loyalty
How does a mature brand succeed in convincing the consumer to buy its products again and again? The average shelf life of a consumer product is no more than 17 months, and brands must consistently come up with new and innovative ways to keep customers interested and excited about their product offerings.
Time-crunched consumers increasingly seek greater convenience in the products they buy to fit their busy lifestyles. Prymat, a Polish manufacturing company of universal seasonings, understands this, and recently refreshed one of its brands using a convenient resealable zipper feature on its packages.
Prymat partnered with Supreme Plastics Ltd., now part of Zip-Pak, the world leader in resealable flexible packaging, to incorporate the zipper feature into its packaging. The end result was tremendous market success.
A “Convenient” Solution
As the largest producer and distributor of universal seasoning products on the Polish market, Prymat has three well-established brands for a wide range of universal seasonings. Located close to the Czech border, the company started in 1983 as a producer of jellies, puddings and ice cream powders, and in the 90s, saw a market opportunity and completely changed its focus to spices and herbs.
Presently, the company has 300 employees and a yearly turnover of 55 million euros. It produces three main brands: Kucharek (“Little Chef”), Prymat and Asta, all of which address the traditional Eastern European core market of universal seasoning. The Kucharek brand, launched in 1995 and today the market leader in Poland, includes drop cubes, liquid spices, as well as powdered soups, and universal seasonings. Its launch was a landmark for Prymat, because it helped the company to grow and branch out in neighbouring regions.
In 2002, Prymat aimed to become the market leader in Poland, a position occupied at the time by a competitor. An extensive marketing strategy was introduced to boost the company to number one. Adding resealable features to its 200g and 500g packages of Kucharek universal seasonings was an essential element of Prymat’s efforts.
Prymat partnered with Zip-Pak and added the ZE100 zippers to its Kucharek brand, thus offering consumers the much-sought convenience at premium prices.
“From the start, Prymat has offered products that enhance consumer convenience at affordable prices, an important distinction for the price-conscious Polish consumer. Our powdered seasonings are by their very nature easy to use. It made perfect sense to us to build on this by packaging our products in a more convenient way”, says Przemyslaw Pajak, PR manager for Prymat.
Featured by Prymat as a first in the Polish market, the ZE100 resealable features offer consumers the convenience of much easier access to package contents. It allows customers to enjoy product flavours and aromas longer, which is now better contained and safely kept from moisture. As important, Prymat seasonings can be stored in their original package, enabling the company to retain and reinforce brand recognition even at home.
“As the first company in Poland to offer resealability, we quickly stood apart from our competitors,” says Pajak. “Zip-Pak’s technology fulfilled our need to enhance the brand by differentiating it at the point-of-sale and encouraging repeated purchases.”
A Strong Partner Equals a Strong Brand
Zip-Pak worked closely with Prymat to ensure the transition over to resealable packaging was easy. By leveraging their global knowledge with the Polish company, Zip-Pak helped Prymat smoothly incorporate the innovative technology.
“We needed a strong partner in order to sustain our market value as well as deliver a new, innovative and streamlined production process for our already established brand with no disruptions. Our sales and logistics departments confirmed that consumers embraced and welcomed Zip-Pak’s solution almost immediately,” explains Pajak.
Becoming a Global Brand
The outcome of the campaign has been a visible increase in sales: “Adding a resealable feature to our packages was an important and necessary part for achieving our sales goals,” adds Pajak. “It was the perfect solution to keep our customers interested and build new excitement about our brand and its products.”
Today, Prymat and Kucharek are global brands sold in supermarkets and club stores as well as traditional grocery chains around the world. The company will continue to expand its reach into the Western and North Western Europe.
With Zip-Pak as a partner, Prymat recognizes the opportunity for additional brands in its portfolio to incorporate resealable Zip-Pak technology that will give them the competitive advantage they need to continue growing their brand presence worldwide.
“Working with Zip-Pak has enabled us to tap into a worldwide trend for packaging that maintains freshness, reduces food waste and is easier to use. We’re proud to be a trend-setter in what we believe will become the flexible bulk packaging standard for universal seasonings worldwide,” concludes Pajak.
