Tartare® is catching the IML wave
For its flagship line of Tartare® cheeses, Fromarsac (Savencia Group) has chosen in-mold labeling (IML) as its decorating technique for containers (generalized since 2021). It’s a solution that goes hand-in-hand with the brand's commitment to reduce the amount of packaging it uses.
And it’s a successful venture: Thanks to this new packaging, consumers are noticing Tartare®, a fresh and intense flavor enjoyed on toast or when cooking, in the fresh produce section.
A major CSR challenge: ✔️
This change in packaging hasn’t gone unnoticed! Consumers, ever more sensitive to environmental issues, have appreciated this move towards 100% single-material packaging. They find it easier now to sort for recycling, since there’s no longer the risk of mixing cardboard and plastic in the same bag.
And, above all: goodbye to excess packaging! Thanks to IML, which allows the design to be “integrated” directly onto the container, 70 tons of cardboard will be saved* each year. The packaging meets Fromarsac’s environmental goals, and this commitment pays off.
Guillaume Herbaux, Purchasing Manager at Fromarsac, explains it in greater detail: “In the months following the transition to IML for our 150 g containers (and, with it, discontinuation of our cardboard sleeves), we’ve noticed a positive overall effect on sales for these items. Since then, the brand has continued its momentum for its line of containers.
This change has been a success for us all. Our current challenge is to continue to promote packaging to consumers; primarily, by using larger and larger percentages of plant-derived plastics.”
A major brand challenge: ✔️
What was Fromarsac looking for when it reached out to MCC Verstraete? “A unique and proprietary container shape, easy to identify on shelves that pays particular attention to the shape of the waves around the container, which are reminiscent of water and convey the characteristic freshness of Tartare®,” Guillaume Herbaux recalls.
This task was taken on by MCC Verstraete in brilliant fashion! Customers are more than satisfied: the label on the mold combines “a very clear and high-quality impression with a gloss that reflects product quality and stands out on shelves.”
A fruitful collaboration: ✔️
However, the project did not necessarily appear so simple at the start. The wave-shaped label, so close to Fromarsac’s heart, demands a certain technical prowess. Cutting and removal had to be mastered.
“I witnessed a great deal of collaboration between the injectors and MCC on the label’s side covering. Thanks to the prototyping line, the injector was able to test different coverings, which could be done quickly through printing and cutting prior to injection in order to choose the best option
Guillaume Herbaux, Purchasing Manager at Fromarsac
He concludes: “The team at MCC was part of this success, thanks to the ongoing technical support and high standards for production quality.”
*Calculation is based on the total number of Tartare® 150 g containers sold in France
