Thermoforming IML adorns Elle et Vire's new cream dessert packaging
For the past 70 years, Elle & Vire (Groupe Savencia) has been offering genuine Norman know-how and flavor in dairy products to consumers in France and other countries. It is committed to promoting healthy and responsible pleasures through both its products (short ingredient lists, nutritional balance) and its packaging (reduction at source, eco-design, recyclability). Keeping this promise is what motivated the ELVIR team when they had to rethink the recipe and packaging for a flagship product. And, with this same promise in mind, they once again put their trust in MCC Verstraete.
Sustainability, in every sense of the word
The decision to rethink Elle & Vire cream dessert, which has enjoyed enormous popularity in French overseas territories, was made in 2020.
The goal was to deepen the company’s commitments to quality, naturalness and, of course, taste, but also sustainability: so less product is wasted (the cream dessert can be kept for almost a year at room temperature) and packaging can be recycled.
With this in mind, ELVIR turned to MCC Verstraete to help develop a new thermoformed polypropylene (PP) packaging, with IML printing as a labeling solution.
Their common goal? To create mono-material packaging that offers sustainability in terms of both product preservation (up to 12 months) and the company’s social commitments (recyclability). A true technical feat.
An optimized communication surface
What makes it different from the old label?
We've gone from a small paper sticker on the Crème Dessert jar, with only a list of ingredients as adornment, to an IML printed label that covers the entire surface of the product
Thomas Guillet, Packaging Project Manager.
“This larger surface area allows us to highlight the product’s qualities, ingredients, and the Elle & Vire brand,” adds Fabiola Castelnau, Dessert Marketing Innovation Project Manager.
“And thanks to the fantastic customer service at MCC Verstraete, any questions we had or challenges we faced received quick and proactive solutions. No steps were skipped, and we reached our objectives one by one, which at times allowed us to adjust course, such as after the first mockup printing for a small number of labels. The opportunity to visualize, anticipate and test… It was really enlightening and one of the invaluable services they offer,” emphasizes Thomas Guillet.
All with a recyclable jar and an IML PP label adapted to the detection system of recycling center sorting machines.
ELVIR is grateful for this chance to collaborate and will be counting on Verstraete for future projects.
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