Calbee calls upon Pulse Flexible Packaging to get launch off the ground
Calbee UK is the European subsidiary of £1.2bn Calbee Inc., the Japanese savoury snack supplier. Bringing healthier alternatives to the snacking aisles, the business launched its first branded product, Yushoi Snapea rice sticks, to the market in June 2015. At the same time the company opened its market leading and world class manufacturing facility in Deeside.
Investing £10m into the launch of the business, Calbee UK has ambitious targets to reach sales of £65m and to employ 100 colleagues by 2020. In addition, the company wants to be respected, admired and loved as one of the UK's leading suppliers of savoury snacks that are better for you and better for everyone.
Pulse Flexible Packaging is a leading UK manufacturer of flexible packaging. Established in 2014 following a management buyout, the business has grown from strength to strength. Investment in a new state-of-the-art of the art Flexo press with inline coldseal on Day One, closely followed by the addition of a premium premade pouch making capability, is the first phase of a significant investment and expansion programme.
Pulse Flexible's investment strategy strengthens the company's aim, which is to continually strive to be a responsible provider of high-quality packaging solutions and to be their customers' packaging partner of choice. The business boasts a broad range of print capabilities from standard Flexo and Gravure through to HD Flexo and its pièce de résistance; HRG (High Resolution Gravure). These advanced print technologies are complemented by a range of high barrier laminations and product formats, including flow wrap, labels, bags and premium premade pouches. Easy-open, re-close and re-seal applications further enhance the product range and ensure a bespoke packaging solution can be developed to meet a wide range of needs.
A matter of shared Values
Calbee is a values-led company and believes its suppliers are partners and stakeholders in the business. The company is careful to choose organisations to work with that have aligned values and share in its commitment to become one of the leading savoury snack suppliers by 2020. After being let down by another packaging supplier, Calbee selected
Pulse Flexible Packaging due to their excellent reputation in the market. The senior management teams of both companies met and, through open and transparent discussions, a positive relationship was quickly established. Calbee respects that Pulse Flexible is aligned to their own values, while having their own very clear mission and vision statements. These encompass their commitment to growing a sustainable business, happy and engaged employees, customer satisfaction and a responsible approach to environmental impact.
Finding the perfect packaging solution - quick smart
Calbee began the new product packaging project with their previous supplier, therefore, Pulse Flexible needed to quickly gain control of Calbee's brief; which was to launch a contemporary, modern new brand onto the market in a range of premium high quality formats. Calbee was keen to engage with Pulse Flexible's packaging experts to ensure that their packaging brief and deadlines were met. Pulse Flexible advised the best possible substrates to produce a premium quality pack that would protect Calbee's product, whilst showcasing a high-quality and premium appearance. This was achieved through a high barrier laminate pack, reverse printed Gravure, with a surface matt lacquer to achieve a matt gloss effect on the design. The result is stunning imagery that reflects the brand's premium quality and outstanding on-shelf appeal.
The new product range consists of four 10g sample packs, four 21g pillow packs, four 6 x 21g multipacks and four 105g pouches. Each range consists of the same four flavour variants; Lightly Salted, Sweet Chilli and Lemon, Soy & Balsamic Vinegar, and Smoked Salt & Szechuan Pepper. By working closely with Calbee and their chosen reprographic partner, Pulse Flexible was able to source material, manufacture and print the stunning packs in time for Calbee to meet their deadline, over-coming time restraints and ensuring a successful product launch. Calbee's Interim Marketing Manager, Matthew Wilson said, "Pulse came on board the project towards the end and really added value and allowed us to launch successfully on time to our first customers with a high quality product. Well done to the wider Pulse Flexible Packaging team for making this happen."
Yushoi Snapea rice sticks were launched in June 2015 and secured a major nationwide listing in Tesco stores in November. The product is also currently available from Whole Foods Market, Selfridges, WH Smith, The Cooperative and Morrisons, with further imminent announcements scheduled over the coming months.
