Probrands decided to introduce a new type of packaging for mayonnaise that offers convenience, reliability, protection, durability and maximum recyclability


Oxygen-barrier IML keeps ideal mayonnaise fresher for longer. (Credit: Verstraete IML)

Mayonnaise is a product that is present in almost every kitchen. It’s a delicious sauce, and the ideal package to launch Probrands’ ‘Ideal’ product range. A leader in the fast-moving consumer goods (FMCG) industry in Zimbabwe, Probrands set extremely high targets during the development of their new product. Ensuring great taste was, of course, the number-one goal.

But there is much more to consider when it comes to designing a product that’s one step ahead of the rest. Probrands decided to introduce a new type of packaging for mayonnaise that offers convenience, reliability, protection, durability and maximum recyclability.

“On top of a delicious product made from the finest ingredients, we wanted to offer consumers the best packaging possible,” said Basil Mubuza, General Manager of Probrands.

This focus was the starting point for a collaboration with Dairypack Tubs, a division of Polyoak Packaging. Their Polyshield tubs are a unique packaging solution that offers a wide range of benefits: from being shaped for easy scoopability, to grooved lids for safe storage and transport, and decorated with IML labes, that keep food fresher for longer. The sturdy nature of the tubs means they can be reused at home in countless ways. On top of that, thanks to IML, the whole tub is recyclable, including the label.

Dairypack Tubs called in Verstraete IML to ensure the best results. “Oxygen-barrier IML labels are up to 100 times more effective at lowering oxygen transmission than standard IML labels,” explained Joe Kaddoum, Regional Sales Manager for the Middle East and Africa at Verstraete IML. “IML barrier labels are multi-layered. The middle layer is ethylene-vinyl alcohol copolymer (EVOH), which greatly reduces the oxygen transmission rate and gives the product a longer shelf life.”

“We’ve worked closely with Verstraete IML on many successful projects,” says Natasha Harmse, Key Accounts Manager at Dairypack Tubs. “As well as keeping food fresh, IML also offers wonderful opportunities to create eye-catching graphics.”

Polyoak’s Polyshield tubs are so impressive that recently, they won the gold medal in the food category at the annual IPSA Gold Pack Awards, a showcase event for the South African

packaging industry. The product was recognized by the judges for its advanced IML. They also won the ‘Star of Africa’ Award in recognition of being perfectly developed for the local market.

Probrands can’t help but agree with those judges. Ideal mayonnaise is already leading the market in its category. It’s available in 400 g tubs at retail stores, wholesale and through HoReCa channels. “The combination of a great product with innovative packaging has sent Ideal mayonnaise straight to the top,” says Basil Mubaza. “We already have additional sizes in the pipeline. Plus, we now have a strong platform from which we can launch more products: sauces, salad dressings, tomato puree, peanut butter – there are so many possibilities!”

Source: Company Press Release