Billerud’s new, flexible paper FibreForm brings great opportunity to create innovative, unique and environmentally friendly packaging. Last years’ product launch trends show that plastic packaging is most commonly used, although many consumers prefer paper packaging.  With FibreForm, packaging can be differentiated using the high printability of paper combined with the material’s ability to be converted into unique shapes.

NINE and Billerud initiated a development project focused at the UK retail and started with a strategic assessment of categories among the retail chain’s private label products. The goal was to find categories where new, integrated product- and packaging solutions with FibreForm, would have great potential to succeed. During the category selection, several criteria were used:

· Food that suit in shaped packaging 

· Sales volumes and market growth

One of the concepts that NINE developed was for bakery mix.

Design requirements were defined in a brief– the concept should aim at the middle-to upper price level and attract the environmentally concerned consumers. The packaging should be easy to use and pour from and be able to hang from pins in the retail store. During the design development and selection phase the final design was created: Madame Muffin; a muffin-shaped package with clear print on a matte paper surface. Easy to shop, easy to use and unique!

*Mintel GNPD