Freshways

A versatile merchandising solution for a premium, tortilla wrap range.

Two brown upright wrap packs, filled with chicken and salad wraps. Presented on wooden surface with cafe setting in the background.

Freshways, Ireland’s largest and leading food-to-go producer, was looking for an innovative wrap packaging design that would maximise value perception in retail and foodservice environments.

Colpac designed a pack that could be used in multiple orientations. This enabled the pack to be opened and filled horizontally, to improve efficiency, enhance customer experience, and allow the product to be displayed vertically to optimise shelf space and differentiate the product. The solution featured supports that utilise the pack weight and fill for an upright, free-standing display whilst keeping the appealing visual curve of a wrap pack.

The concept was proposed and extensively tested and trialled, refining various iterations until the pack met Freshways’ requirements for chilled display. The assembly and closure of the packs were specifically developed for hand filling and automatic labelling by the Freshways team, and for easy opening and closing by consumers.

Freshways’ production process was also a key consideration in the product design. The wrap packs needed to seamlessly be integrated with the customer’s efficient production process, without the need for additional packaging machinery. The design team created a closure that was easy to secure in-line, as well as being user-friendly for handling by consumers. The filled pack and closure also worked on the customer’s automated labelling line, providing tamper proofing, allergen information, and ingredients listings.

Options for hot and chilled products were required by Freshways, so the Colpac team called on years of specialised materials expertise to create a design that worked on recyclable boards for both usages.

“Having worked with Colpac previously, we recognised the company’s strength in bringing innovative solutions to complex challenges. Together, we created a customer centric solution that maximised value perception on-shelf, managed cost, and most importantly helped with our commitment to plastic reduction as part of our overall responsible business plans for 2024.”

Ian Mullin, Head of Innovation at Freshways

The pack selected for launch was for a high-end chilled tortilla wrap and the material was carefully selected to suit chilled display. The product also featured a lightweight, anti-mist window to facilitate visibility of the wraps within.

The customer wanted to move from a previous plastic flow wrapped product, so prioritised plastic reduction too. The new pack was manufactured from a board with water-based grease resistant coating, and a light film. This meant that the pack was recyclable, due to it having an overall plastic percentage of only 2.68%.

Colpac managed all aspects of this project, in conjunction with the Head of Innovation at Freshways, Ian Mullin, including the design development and the running of concurrent processes to meet tight timescales for launch. This resulted in a unique, highly functional pack that met a complex array of customer requirements. The wrap packs were brought to market in January 2024, and Colpac is continuing to work closely with Freshways on additional packaging projects going forward.