The EAT salad tray reverts back to board

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The EAT salad tray, a joint project between Alexir and Sovereign, became an iconic piece of packaging back in 2007 but changed from board to plastic last year. One year on, after customer research and feedback from its clients, the board salad tray is back on shelf in the EAT stores in May.

The EAT salad back in a board tray

The combination of board trays and PET lids have been such a successful concept for us thanks to the high standards of production and compliance that Alexir live by. Their ability to respond quickly to our customer's needs makes them the perfect partner.

In 2007 Alexir and Sovereign (leading suppliers of food packaging to the upmarket food and coffee-to-go industry) launched the EAT salad tray and it became an iconic piece of packaging as well as being one of the first board-based products that went into a market dominated by plastic. However, in March 2012, the decision was taken to change the packaging from board to a clear plastic substrate. One year on, after customer research and feedback from its clients, the team at EAT have re-introduced the board salad tray and it is back on shelf in May.

When the tray was first launched into the EAT stores in January 2007, the initial brief to the team at Sovereign and Alexir - specialists in packaging solutions- was to create a board based product that would hold a fresh salad with maximum visibility. It had to be handled and packed at speed in the EAT kitchen and be transported to their stores whilst still protecting the food. EAT make all their soups, salads and sandwiches in their own kitchen and, with a one day shelf life for maximum freshness and quality, they needed the right packaging to protect their creations.

Board is always a challenge when packing fresh food; the contents must not discolor or stain the board and it must remain intact when in store and throughout the supply chain. The packaging design, both constructional and graphical, needed to ensure consumer pick-up but at the same time stand out from other fresh salads in the marketplace. Incorrectly specified materials could affect the end feel for the consumer and this, in turn, could reflect on the perceived quality of the product. The production of the EAT salad tray focuses on a good quality material proven to deliver the needs of the supply chain and the consumer. Additionally the benefit of board packaging to the brand owner is the facility to print on it, increasing brand presence on shelf. With the wide bases of the printed cartons and clear visibility lids, it seems there is no better way to show off the skills and imagination originating from the EAT kitchens.

After a short rest the EAT salad tray is back on shelf (the large tray remains and the small tray has become slightly larger). It has a new print and sits very proudly amid the new brand designs in the EAT stores.

"The combination of board trays and PET lids have been such a successful concept for us thanks to the high standards of production and compliance that Alexir live by. Excellent environmental credentials together with superb printing available both inside and out make the range popular for both salads and sushi. Alexir's ability to respond quickly to our customer's needs makes them the perfect partner." Barbara Feldman, Managing Director at Sovereign.

About the Alexir Partnership
With proven reliability, excellent quality and innovative packaging solutions, the Alexir Partnership is the only UK owned company that offers a complete design to delivery service.

For more information on Alexir Partnership please visit http://www.alexir.co.uk , email sales(at)alexir(dot)co(dot)uk or call Claire Summersby on 01732 866681.

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Claire Summersby
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