In-mould labelling is a sweet deal for Hershey’s Brazilian market launch

A new range of packaging for the market launch of one of America’s most well known chocolate brands in Brazil has been praised for its use of in-mould labelling (IML). 

Hershey’s, one of the USA’s oldest chocolatiers, introduced its ‘Chocotubs’ onto the Brazilian market last spring and chose to decorate its packaging with IML labels from Verstraete to make an impact on the country’s ‘on-the-go’ confectionary market.

“The package had to be an eye-catcher on Brazilian store shelves while creating real added value. We wanted to bring innovation to the growing on-the-go market. That’s why, after many months of research, we chose IML packaging,” explained Ana Fontes, Hershey’s R&D Manager in Brazil.

Hershey’s Chocotubs are available in 52g IML packaging, in two flavour varieties. The company says the launch of its Chocotubs was a milestone for Hershey's in Brazil. “Chocotubs represent our stylish entry into the premium on-the-go market, and they have let the consumer become acquainted with a new type of packaging—attractive and ultra-handy,” continued Fontes.

The packaging was crowned the winner of the ‘ABRE Brazilian Packaging Award 2015’, for ‘sweets and desserts’, with the judging panel saying it was “won over” by the modern packaging, the first IML-decorated tub to ever be entered into the category.

The panel was also impressed by the advantages of IML packaging, says Verstraete, including the benefits of a lighter, more attractive and more sustainable product that is fully recyclable.

“Choosing IML technology resulted in reduced investment costs by Hershey’s Brazil. Thanks to the in-mould labelling process, the production and labelling of the packaging take place in one operation,” continued Fontes.

“The costs of post-production labelling and the associated storage and transport costs fall away with the new production line. The offset printing technique provides IML labels with high-resolution images in up to eight colours.

“This superior quality is crucial, because high-quality photographic images attract the consumer—the new product grabs more attention at the sales outlet—and they highlight the excellent quality of the product. Plus, with one IML label, we decorate all sides of the packaging.”