A see-through success for Butterfly with transparent IML labels
When your product is the hero, transparent packaging is the sidekick. With its 100% natural ingredient list and original recipe, Butterfly soup’s quality and freshness deserve to be seen. After a complete facelift of the product range, brand recognition has skyrocketed. The transparent, IML-decorated containers have their share in that!
From product to brand
3 years ago, Butterfly decided to take its brand positioning up a notch. Nele Douce, Marketing Manager Chilled at BCS Butterfly explains: “Looking at the fresh soup shelf, there’s not much diversification in how the soups are marketed. We wanted to create a true brand, one that stands out amongst competition.”
After a lot of market and consumer research, a complete rebranding -from recipe over pricing to packaging- was executed. “By downsizing our existing range and focusing on 100% natural ingredients, we evolved from a product to a real brand. Our tasteful recipes, updated logo and label artwork definitely helped us to gain market share,” according to Nele Douce.
Two things remained the same: the collaboration with packaging producer Avamoplast and IML labels from MCC Global IML as decoration technique.
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It’s always been IML
Butterfly has always been offered in IML-decorated polypropylene containers. Next to standard transparent IML labels, a variation with Pantone gold elements circulates around the Holiday season for the more premium soups.
“IML not only enables shelf appeal and flexibility in design, we also value the one-step production process, reducing the overall footprint of the packaging. Thanks to Avamoplast, everything packaging-related is under one roof,” says Nele Douce.
Sustainable packaging & partnership
Stefan Vanhecke, CEO at Avamoplast: “The one-step production indeed simplifies logistics. The IML-decorating process runs fully automated and we can switch from one SKU to another very easily. One of the reasons we like to work with MCC Global IML for Butterfly soups: we barely experience any problems thanks to the quality of the IML labels.”
“We’ve been a longtime label supplier for this project and witnessed the evolution from product to brand first row,” says Rik De Lobel, Sales Relation Advisor at MCC Global IML. “We’re thrilled Butterfly and Avamoplast chose our IML as a means to make their packaging mono-material.”
