Waitrose Tomato Sauce Switches

Waitrose SauceBritish grocer Waitrose is changing the packaging for its private brand passata tomato sauce range from glass jars to packaging provider SIG Combibloc’s heat resistant combisafe carton pack. The retailer will use SIG Combibloc’s flexible filling technology and the retortable combisafe carton pack for its private brand passata with basil and passata with garlic and onion products, changing its 680-gram glass jar to a 500-milliliter combisafe carton pack.

The store brand passata line will be filled by La Doria in Italy on food filling machines from SIG Combibloc. After the products have been filled into the carton pack, which is open at the top, the carton top is sealed ultrasonically. The carton packs are then automatically conveyed into an autoclave. Package and product are sterilized together. In the area of carton packs for long-life food, the use of a rotary autoclave is a world first, delivering optimum temperature distribution inside the carton pack, SIG Combibloc said.

Due to its rectangular shape, Waitrose will benefit from maximized transportation and storage efficiency, and use of shelf space in the supply chain. Combisafe carton packs fill up the available space on supermarket shelves around 30% better than food metal cans, and also have high visual impact, the company added.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.