A distinctive look and a reclosable lid, which distinguish the packaging from other products on the market, are two reasons for the selection of the SuperLock® pot from Berry, for leading French producer Michel et Augustin’s new range of dessert creams.

The company has added its own twist to these treats, named “Coeur de Crème”, which are available in vanilla and chocolate flavours. They are produced from locally produced milk and cream, with a pinch of salt and fragrant Madagascar vanilla or cocoa, to give each dessert an extra tasty note.

Michel et Augustin is known in France for quality and gourmet products, but the packaging definitely counts as well, says Vincent Abbo, Product Development Manager:

“After having considered several options, we decided to go with the SuperLock® pot for our new Coeur de Crème. We like this pot because it has a twist-off lid which sets it apart from the usual pots for dessert cream. SuperLock® is very visible on-shelf and is a top-quality pot with great stability. The artwork decoration includes an attractive drawing of a spoon. We have already received positive comments on social media, where people let us know that they love the cream in the classy pot. And we like the attention we get from our new pot.”

The spoon sends a signal of how the dessert can be shared, a particular benefit of the 400g size SuperLock®, which differentiates Coeur de Crème from the majority of existing dessert pots in supermarket chill cabinets. As part of this sharing offering, the practical twist-off lid provides easy opening and reclosing and enables the product to be stored and saved for several days.

The award-winning SuperLock® is made entirely from polypropylene which is recyclable. To maximise on-shelf appeal, Michel et Augustin has chosen a pink colour for the upper two thirds of the pot and for the lid. The bottom part is either vanilla white or chocolate brown which, combined with the pink, makes the overall pack extremely eye-catching.

“When you open the pot, you see the beautiful combination of pink with the natural colour of the cream inside,” continues Vincent Abbo. “We are very satisfied with the way Superfos helped us to achieve this particular nuance of pink, and generally with our collaboration. We enjoy the fact that our contact people listen to our needs and return to us with tangible and convincing packaging solutions.”

He adds that the launch has been a success, and there are good reasons to be optimistic about forthcoming sales.

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