WIPAK UK PLAYS PIVOTAL ROLE IN CATHEDRAL CITY REBRAND

1.5.2016

Wipak UK was commissioned by longstanding customer and dairy food giant, Dairy Crest, to develop and optimise the packaging of Cathedral City – the country’s best-loved cheese brand – in line with a packaging redesign.

“The packaging redesign was part of a wider project to optimise the brand positioning of Cathedral City,” explained Wayne Hallsworth, Sales Manager UK & Eire at Wipak UK. “Whilst the new packaging maintains the iconic Cathedral City burgundy, name and cathedral, it is now reverse printed with a surface-printed pattern matt lacquer and laminated to a white pigmented sealant layer. The increased opacity of the white polyethylene (PE) greatly increases the depth of colour, adding to the great on shelf stand-out which has been achieved.

“Customer convenience was a key consideration in the re-design, so it was also important for the new packaging to retain the contour laser score for easy opening. This unique laser score profile has been developed jointly between Wipak UK and Dairy Crest to ensure each pack opens effortlessly, every time.”

Will Hemmings, Head of Marketing for Cathedral City, added: “We are delighted with the new packaging, which will span the entire Cathedral City product portfolio, help reaffirm a consistent identity for the brand, and maximise our on-shelf stand out at the fixture.

“The team at Wipak UK consistently provides innovative packaging solutions, and we very much look forward to working with them on future projects to further grow the Cathedral City brand,” Will concluded.

Wipak UK has been an integral partner to the British cheese industry for several decades, delivering innovative, sustainable and leading-edge offerings in both material performance and responsive customer service.

For more information about Wipak UK, please call +44 1938 555255, email info.uk@wipak.com or visit www.wipak.com.