Velcro Industries has partnered with Dutch baked-goods brand, Bolletje, to integrate its Press-Lok Closure into its Kruidnoten cookie packaging.
The deal marks the first time US Velcro has entered the European market.
The closure is popular in North America with grocery, home and garden product manufacturers.
Jeroen Penninks, purchaser, Bolletje, said the company is always looking for ways to improve its packaging from rusk breads to cookies.
For example, the firm makes boxes for storing gingerbread and updated its rusk bread to include a finger hole so consumers can easily remove the product from its packaging.
“We are always looking for ways to enrich our customers’ experience with our breads, cookies and crackers,” he said.
“With the Press-Lok closure on our Kruidnoten cookies, consumers will appreciate the easier open and close process.”
The closure will be available on Bolletje’s caramel and chocolate truffle Kruidnoten range.
It avoids any chance of package misalignment via a series of interlocking micro features that connect at multiple levels, and works after repeated use.
Lenny Swart, SBU manager packaging and materials handling EMEA, Velcro Industries, said the Press-Lok closure system is a hook-to-hook technology and offers easy alignment to fasten without precise line-up.
FoodProductionDaily.com has contacted both Velcro and Bolletje for further comment.