Uflex Gives Makeover to UK’s Veetee Rice Packaging

Published: December 11, 2017, By Christine Pietryla Wetzler

NOIDA, INDIA | Uflex works with Veetee, one of the largest rice suppliers in the United Kingdom, to overcome four obstacles that were stymying its overall brand value (a) Diminished shelf appeal of the big bags at the point of sale (POS) (b) Ergonomic discomfiture to consumers while carrying the bags (c) Restricted openabilty of the bags posing difficulty in accessing the product (d) Poor stackability quotient with frequent slipping of bags.

Being India’s largest multinational flexible packaging materials and Solution Company, Uflex approached Veetee with a holistic solution to plug these gaps so that the true potential of the brand could be unleashed.

Uflex offered Veetee a three-dimensional pack with front openability through a Slide to Close (STC) zipper. The front, back and bottom panels of the pack are a 3-ply structure comprising Stackable Polyester/ Metallized Polyester/ Polyethylene (Sealant layer). The side panels/gussets are made of Polyester/ Polyester/Polyethylene that make it convenient to have a provision for transparent windows on either side so that the consumers could see through the rice packed inside and make an informed choice. The re-closable feature of the bag allows consumers to retrieve only the required amount of product at a time and using the rest later without hampering the quality or aroma. Thus the barrier properties of the bag remain intact through-out the prescribed shelf life of the product.

Anup Sachdeva, Joint President Packaging (Global Exports) at Uflex says, “One of the major pain points that Veetee had been facing was the stiff punch handle that their erstwhile European converter was offering. These punched handles used to almost slit the fingers of the consumers buying 10-15 kg bulk packs. In the bespoke packaging solution that we engineered for Veetee Rice, we have offered a handle that’s on the side gusset. It is baby soft and is made of a special proprietary polymeric composition. No other convertor across the world has been able to offer such a soft side handle. When consumers hold the rice pack through side handle the centre of gravity of the load shifts downwards. This reduces the potential energy of the pack concomitantly lessening the strain in the hands of the consumers."

Ashok Chaturvedi, Chairman & Managing Director, Uflex Limited expressing his joy over this rechristened packaging for Veetee Rice said, “The converting/ packaging experts at Uflex systematically looked into each of the four pain points of the brand and came up with appropriate solutions as antidote. Now this is what I call real value addition that is helping our client in the UK to unleash its brand potential to the fullest.”