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Scottish Themed Seafood Packaging Designed For European Market

Published on May 20 2011 9:36 AM in Packaging And Design

Scottish Themed Seafood Packaging Designed For European Market

In a concentrated drive to increase its European sales, the Scottish Shellfish Marketing Group (SSMG) has developed bilingual Scottish themed packaging. A special edition pack was produced for a meeting with a large Belgian supermarket for which it has produced a cooked in-shell mussel in sauce product. Weighing 450g and containing approximately 50 shells, the fish can be re-heated in a few minutes, according to SSMG.

With a shelf life of 18 days, the product can be delivered daily in Europe. Mussels in sauce are vacuum packed with the new packaging consisting of an outer card sleeve. “As the vacuum pack of mussels is bumpy, to add a label or print on the pack is not possible,” said Rob Mitchell, commercial director of SSMG. “The card sleeve is therefore used to market the product with good visuals and a provenance story.” The SSMG has used a cardboard sleeve for selling similar fish products in the UK. It had previously added labels in an attempt to sell  sell the products into other European markets. “This has never looked particularly professional,” Rob Mitchell says, “now there are French, German and Italian translations on the back of pack. SSMG obtained funding from Seafood Scotland for creating the new packaging. 

The Scottish Shellfish Marketing Group is a co-operative of mussel and oyster farms on the west coast of Scotland and Shetland. It has a modern processing and distribution facility at Bellshill, Lanarkshire. It represents about 70 per cent of total Scottish mussel production. (20 May)

© 2011 - ESM: European Supermarket Magazine

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