The Langnese-Iglo Micro-Baguette, launched on the German market this spring has won first prize in the TIDA 2003, Trayforma International Design Award competition organised by Stora Enso.
Micro-Baguette is an example of the growing food trend where smaller snacks, weighing typically under 150g, are taking over from hamburger products. Langnese-Iglo, belonging to the Unilever Group, intends to take its share of this increasing segment of the food industry. The company's 115 gram Micro-Baguette package was originally designed to meet the quality and speed requirements of the snack food market.
"The packaging concept we wanted to create was one that will be distinctive and make the product stand out from other package designs. We also wanted to guarantee the 'crispiness' of the contents for the consumer. According to a consumer survey we carried out, crispiness is the decisive factor in rating a product. But here we needed the help of the packaging industry since the product is heated in the package and also eaten straight from it," explained Jürgen Schondelmayer Langnese-Iglo.
In line with Langnese-Iglo's policy, the package was created as a result of close co-operation: the parties involved were Langnese-Iglos's packaging development department (Germany), CC Pack (Sweden), Stora Enso (Finland) and Henry & Leigh Slater (UK), all of which provided individual own expertise.
CC Pack implemented the packaging concept, using Stora Enso's Trayforma board as the material for the tray. Special coated Trayforma is suitable for demanding applications where good formability and durability are needed, at temperatures from -40º to +230ºC. The inside of the board tray is laminated with susceptor film manufactured by the British company Henry & Leigh Slater. The susceptor film heats the baguette or pizza quickly, which is said to keep it crispy while ensuring product safety. The packaging also uses a lightly metallised PET film that converts the microwave energy into heat.
The product, described as a marketing success, is now sold in Germany and the plan is to launch it in countries like Spain, Ireland, Austria and Switzerland.
In recognition of its performance and design, the packaging solution won first prize in the TIDA 2003 competition that awards the best trayformed packages annually. The Micro-Baguette package won praise for its innovativeness and functionality. The packaging concept was judged by a panel of representatives from the tray packaging, machine manufacture and design sectors and the prize was awarded at the annual Traystorming seminar held in Düsseldorf, Germany, in March this year.