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April 21, 2005 - Interpack 2005 Innovationparc exhibition
Auchan Launches NatureWorks® PLA Packaging Line
First Retailer in France to offer Rigid Containers for Fresh Salads
DÜSSELDORF, GERMANY – April 21, 2005 – Looking to take advantage of the consumer appeal of fresh food in natural packaging –“fresh-in-natural packaging” – leading hypermarket chain Auchan will use fresh salads packaged in rigid containers made from NatureWorks® PLA. The first retailer in France to offer nature-based salad packaging to consumers, Auchan France will introduce the containers at its salad bars in all 116 the stores throughout the country in April 2005.
Made 100 percent from maize, NatureWorks PLA provides the convenience, look, feel and performance of petroleum-based plastic packaging – while minimizing the environmental impact. Retail success and research shows that consumers perceive that the nature-based packaging enhances the appeal of fresh food, and strongly prefer products packaged in nature-based containers.
Rather than just being a retailer, Auchan has adopted a quality-driven philosophy geared toward improving our customers' quality of life. Nature-based packaging is an ideal concept for Auchan – one that will improve the quality of life of its customers.
The NatureWorks PLA packaging used by Auchan is provided by leading packaging manufacturer Vitembal. Called MultiVit, the packaging line is strong and durable enough to protect food and retain freshness, and is also crystal clear to allow consumers to see the food inside.
“To meet the increasing demands of retailers and brand owners for original, high-quality packaging, Vitembal continues to create attractive new packaging designs that take technological advances and environmental concerns,” says Denis Gabiano, Sales Director, Vitembal. “Made 100 percent from NatureWorks PLA, MultiVit containers provide all the convenience and visual appeal of plastic packaging, without the environmental compromise.”
Because it is derived entirely from an annually renewable resource, NatureWorks PLA packaging works with a variety of waste disposal methods – including composting.*
Based on consumer response to the new packaging, Auchan will also consider using it for additional fresh food items.
Promotional Advantage
According to Lisa Owen, global business leader, rigid packaging, NatureWorks LLC, nature-based packaging is a powerful promotional advantage for retailers.
“Retailers are constantly looking for new ways to enhance their brand image and increase customer loyalty. In addition, consumer demand for fresh foods offered in convenient packaging has never been greater,” says Owen. “Fresh-in-natural packaging helps retailers like Auchan meet these objectives by providing a strategic promotional advantage at the point of sale.”
Working with NatureWorks LLC, Auchan will attract consumers to its nature-based packaging through point-of-sale signage and promotional materials that alert consumers to the maize-based packaging, as well as various outreach efforts designed to educate shoppers about the packaging.
About Auchan
Auchan, a leading European retailer, owns 309 hypermarkets (116 in France) and 601 supermarkets. In 43 years, Auchan has grown into one of the world's leading retail groups. From the moment the first outlet in Roubaix opened its doors in 1961, Auchan has enjoyed continual expansion and is now established in 12 countries across the world with a workforce of 165,000. The Auchan project is founded on entrepreneurial spirit, customer satisfaction and empowering others.
About Vitembal
Vitembal is a dynamic packaging company that believes in the tried and true values of proximity, quality and innovation. Since the company began specializing in trays for fruit and vegetable, meat, gastronomy and pastry packaging in 1963, Vitembal has become an essential link in the food chain. In this rapidly changing market, the company is proud to offer increasingly high performance services. Throughout its development the company has kept environmental issues in mind. NatureWorks PLA gives Vitembal the opportunity to go further in this process by using a plastic derived from renewable resources. Due to high standards for quality, safety, and concern for the environment, Vitembal has made its mark throughout Europe among modern retailers and food industry.
About NatureWorks PLA
Based in Minnetonka, Minnesota, USA, NatureWorks LLC is the first company to offer a family of commercially available polymers derived 100 percent from annually renewable resources with cost and performance that compete with petroleum-based packaging materials and fibers. The company applies its unique technology to the processing of natural plant sugars to create a proprietary polylactide polymer, which is marketed under the NatureWorks® PLA and Ingeo™ fiber brand names. For more information about NatureWorks and its brands, please visit www.natureworksllc.com
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NatureWorks, Ingeo and the EcoPLA design are registered trademarks of NatureWorks LLC.
* Composting is effective in industrial compost facilities, where available.
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