Peanut butter shrinks from being second

Nola, a division of Foodcorp (Pty) Ltd, has relaunched their Yum Yum peanut butter range with a fun fresh new look using the latest technology and packaging innovation... it reckons it will be the first brand in the spread category to introduce the latest advancement in packaging, the shrink sleeve jar.

The shrink sleeve conforms to the shape of the container when heat is applied and creates a sleek, contoured look with a larger print area all the way round the container. This offers more branding and marketing opportunities than would otherwise be available on a label.

The company has capitalised on the most modern equipment for their new peanut butter plant in Randfontein and says the new equipment has increased capacity and further enhanced the quality of the product producing a smoother, creamier product.

“The use of the shrink sleeve allows us to utilise the entire surface space to communicate more information to the consumer. The new look also has greater on shelf impact and stimulates excitement in the spreads aisle", says Liezel van Bergen, brand manager.

The new look relies on bright colours, a slightly revamped logo, new peanut icons with lots of consumer appeal and speech bubbles containing catchy phrases to differentiate the six variants in the range.

The new look range will be available from all major retailers from October 2008.