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New packaging solution for Hungarian chicken supplier
HUNGERIT is one of the leading poultry companies in Hungary and market leader in breaded products. Its product offering covers the entire poultry range, namely chickens, geese and ducks in all types of formats, from whole birds to cut-ups, processed products and ready-meals. HUNGERIT products are sold in a wide range of wholesalers and retail outlets on the domestic market, as well as in 30 foreign countries including China and Japan. Export markets account for half of the company’s turnover. In 2005, Hungerit acquired the well established Hungarian brand VALDOR and with it has managed a fantastic commercial success first with their breaded product and from this year with the fresh products range with innovative packaging.
The turnaround moment occurred at the Sealed Air customer care center Packforum® in Paris, as recalls HUNGERIT General Director József Magyar. Despite his initial skepticism, seeing live packaging demonstrations, testing original designs and packing his own products in attractive novel packs allowed him to bring his future plans to fruition. There is nothing like a hands-on demonstration to convert a skeptic into a believer after observing the amazing impact packaging can have, not to mention enhanced performance on many levels. “Packforum is really a great tool”, said József Magyar. “I wasn’t convinced at first but going there made a huge difference. Everything comes alive! I was able to see tangible advantages.”
ATTRACTIVE PACKAGING
Late in 2007, HUNGERIT decided to adopt the well-known Darfresh® vacuum skin pack by Sealed Air, a packaging that has been long associated with high perceived value in food retailing. This packaging promised to fulfill all the current requirements of the new HUNGERIT range of duck and goose cut-ups (breasts, legs and liver) to be launched under the revamped Valdor brand. It ensures enhanced communication and merchandising appeal, together with extended shelf-life of 18-21 days and top quality preservation. The pack comprises a black printed bottom web with original visuals depicting ingredients and spices for cooking inspiration, together with a plain top web for perfect transparency.
The Darfresh® vacuum skin pack offers a great number of benefits to processors, retailers and consumers alike. Hungerit in particular is reaping the rewards of improved logistics with full automation on the packaging lines, reduced cost per pack given fewer rejects, traceability and improved food quality and safety.
For retailers, the real winning argument is unprecedented differentiation on poultry shelves. Making a bold move from the widespread use of gold/silver skin and shrink bags for goose and duck, this new range with striking design on black background and second skin effect is sure to attract attention and stimulate sales. Other benefits include pack integrity and drip loss thanks to hermetic seals, vertical display,and traceability to ensure food hygiene and security.
Consumers also benefit from this leading-edge pack. Besides the convenience of easy opening, a vacuum pack can be easily stored while ensuring optimal freshness and taste preservation. The brand positioning which is clearly communicated on the pack caters to consumers by providing cooking and preparation tips and inspiration, to help them plan and enjoy their meal. This modern looking pack also addresses the current trend for healthy and nutritious food.
“The Darfresh technology was clearly the way to go to launch the new range on the domestic market. It is attractive and provides long shelf life. The consumer’s decision is mostly based on the visual aspect, and dressed in Darfresh our product is simply irresistible”, added József Magyar.
OPTIMAL RESULTS
The new VALDOR range quickly seduced the entire retail segment. All leading supermarkets adopted the pack, including Metro, CBA, Coop, Interspar, Penny Market, Lidl, Match, Cora, Spar Kaiser, Auchan and Tesco in Hungary, Lidl in Slovakia, the Czech Republic and Poland, as well as Tesco, Carrefour and Auchan in other export markets.
The results exceeded the most ambitious projections. Retail sales doubled in just a few months, booming in the very first week, thanks to the packaging benefits alone as no advertising was provided. This success is even more significant as it occurred in January and February 2008 which are normally low sales months.
“We aim to position VALDOR as a reliable quality brand, ensuring that consumers associate it with the following values: top quality, innovation, controlled Hungarian products packed in Darfresh”, explained Mária Toth, Domestic Trade and Marketing Manager. “The results have been outstanding: with no promotion we doubled our sales thanks to packaging innovation. The next step for us is to create a new range of innovative ready-to-cook products and for this purpose we will need another Darfresh machine.”
