Brynild use stand-up pouches with HD Flexo print to attract today’s consumers

Norwegian Brynild Gruppen has a long history in chocolate, confectionery and snacks.

Today, growing portions of their brands are packed in stand-up pouches that feature stunning on-pack designs produced by HD (high definition) Flexo printing. This is the result of close cooperation between Flexopac (now Flextrus) and Brynild Gruppen. Aware that HD flexo printing offered them greater flexibility through shorter runs and shorter lead times, Brynild chose to work with its Minde (chocolate) brand for conversion from gravure. As visual appeal is vitally important to consumer sales for their products, a prime initial concern of Brynild was whether it would really be possible to attain high quality and attractive on-pack printing.

To find out, Brynild and Flexopac (now Flextrus) began partnering in an open and transparent collaboration that required innovation, skills and a strong collaborative spirit. The work involved applying six to eight new print designs onto the new stand-up pack samples. Brynild tested existing Minde graphic designs as well as draft designs for the newly designed packaging. Assessing the results after each HD Flexo run, Brynild’s marketing department judged the results delivered to be fully comparable with those from gravure. And within short, its Minde brand was offered to consumers in stand-up pouches with HD Flexo print.

Conversion to stand-up pouches with HD Flexo print continues today, as the Brynild Gruppen and Flextrus are currently assessing new chocolate, confectionery and snacks products.