Applaws

Having worked with MPM Products on several projects, the team set us a new challenge this year to supply packaging lines for their U.S. expansion.

Applaws pet food pride themselves on the highest quality natural ingredients that deliver good health and wellbeing for pets. With many pet food company’s using high quality, natural claims, it can be difficult for consumers to decipher who and what to believe. High profile product recalls by some of the most well-known brands in the world have made consumers far less trusting than previously.

What did we do?

Applaws believed one of the best ways to really showcase the high-quality nature of the product was the introduction of window features. We added windows to the gussets and on the front of the pack that creatively uses the silhouette of the main food ingredient within.

It was important the bags maintained a matt finish, which is made possible by applying a spot matt varnish rather than using a matt treated film, that wouldn’t give 100% clarity in the window. Applying a matt varnish may not always be as effective as a matt treated film, but printing rotogravure allows us to engrave deeper cells in the printing cylinder so we can add more varnish to the bag and achieve the non-glossy smooth finish.

The new bags also feature a Pocket Zipper closure mechanism, one of the most consumer-friendly opening fixtures available, allowing the end user to easily open and reseal the packaging to preserve freshness. Pocket Zippers also benefit the manufacturing process, as the bags can be fully opened at the top making it easier to fill the bags, improving production efficiency.

As with their previous ranges, MPM chose the flat bottom format that has worked well for them in the past, improving stability and providing great shelf presence in stores. The new range is available across the U.S. retailing in both Pet Smart and Petco.