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Flexible packaging revolution in Eastern Europe

08-Sep-2004

Food manufacturers in Eastern Europe are making greater use of flexible packaging in order to increase product variety and attract consumers.

This has certainly been picked up on in the west. The Central and Eastern European packaging and processing sector comes a very definite top with respect to market potential, according to recent market research carried out for the Total Processing and Packaging 2004 in Birmingham, UK.

Those polled even put the region's burgeoning packaging consumption ahead of Asia, according to the UK Packaging Business Confidence Survey from Landell Mills Consulting.

 

Recent product launches appear to bear this optimism out. In Poland for example, leading meat company Sokolów is using a flexibly wrapped plastic tray to launch its Parówka Fitness Breakfast product. The meal contains 230 grams of low fat pork sausages that will retail at €0.88. The sausages contain only 3 per cent fat, which is why the company is marketing the product on the strength of its value to sports and fitness junkies.

 

But in contrast, Argos Fortuna is launching Flaki Zamojskie Wolwe, or ox's tripe in canned form. This is a brand new product retailing at €1.62 for a 920 gram can and will be marketed on the strength that it contains no additives or preservatives.

 

In Hungary Kométa is launching Finom Grillek Négyüszer KolbászCooked Sausages. This pack of four smoke-cooked spicey sausages comes in a flexible plastic bag and sells for around €1.18 for a 270 grams.

 

New product releases in Russia, in contrast, continue to concentrate on more traditional forms of packaging. Kolomna's Pork Golubets, sold under the Levushka brand, are being packaged in boarded cartons. The packs contain 500 grams, and are expected to retail for around €1.28.

 

Also in Russia, Mickoyan is launching Meat Cutlets in a number of different varieties. A completely new product line, the product is packaged in boarded cartons containing 335 grams of this popular meat-based dish that will retail at €1.18. Ready to eat in five minutes, the line consists of three varieties, including Cheese and Mushroom, Mushroom and Vegetable and Potato and Mushroom.

 

This range of processed meat dishes is part of a selection from Mintel's Global New Product Database .