Herr’s Newest Pretzels in a Heavenly IML Package

How do you give a traditional pretzel an irresistible and trendy look? That was the challenge faced by brand owner Herr’s, a leading company in the snack food industry.

Brett Fortley is the packaging graphics manager at Herr’s. He was looking for original packaging for this newest product, a crunchy pretzel dipped in smooth milk chocolate.

Herr’s opted for experienced injection molder Jokey Plastics to create the IML packaging. Everything went according to plan, “We processed the innovative IML in the same way we’d process a standard IML from Verstraete IML,” confirms Andrew Greenawalt, North America Sales Manager at Jokey Plastics.

The company has nothing but praise for their partnership with Verstraete IML. “Their experience and knowledge with IML are immense and unique. But their creativity is what makes this IML supplier so attractive. Are you looking for a surprising approach? Then Verstraete IML is the perfect place for you.”

The innovative overall picture gives the product a high-quality appearance. Moreover, the sturdy IML packaging is a smart move because it protects the pretzels from breakage, which is more difficult when using flexible packaging. The surprising packaging design is currently only available in stores on the East Coast of the United States.

“We opted for Matte packaging with UltraGloss IML accents so that this product is guaranteed to stand out on the shelves. This exclusive packaging helps us to effortlessly distinguish our products from those of our competitors,” says Laura Gunden, marketing manager at Herr’s.

The creative team brainstormed over the smallest details, “This way, the glossy layer of milk chocolate around the pretzel is reflected in the high-gloss lacquer that decorates the packaging for the pretzels. This is our way of giving the chocolate-covered pretzels and the graphic arches in the background a touch of gloss.”

Thomas Coene, North America Sales manager at Verstraete IML, is also pleased with the result. “The possibilities with IML are endless,” says Coene. The packaging for the Herr’s chocolate-covered pretzels is characterized by the magnificent accents in UltraGloss IML. The concept was a smart move because the product immediately stands out on the store shelves.

“We achieved some impressive results by playing with contrasts. Combining Matte IML with accents in UltraGloss IML or Metallic IML give your packaging a luxurious look,” explains Coene.

“The attractive appearance is also reflected in the strong sales figures. We can say that both the Herr’s market identity and market share have improved thanks to the expertise of IML supplier Verstraete IML,” says Fortley.

The combination of a crunchy pretzel with the delicious taste of chocolate will be a delight for all those with a sweet tooth. This delicious product, therefore, deserves an equally, visually delicious image.

Fortley is enthusiastic about the packaging design for the newest Herr’s creation.


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