Brand Packaging

France > Camembert

July 1, 2008
Lactalis Group’s Camembert brand is launching new packaging in a form that breaks with category norms.


Lactalis Group’s Camembert brand is launching new packaging in a form that breaks

with category norms. The new system features a dome and base, both of which are protected by a tamper-evident shrink sleeve label. The brand’s challenge was to modernize product presentation by forgoing the traditional Camembert box to appeal to a new group of young, urban consumers. An added benefit of the dome package: its controlled permeability material reduces odor issues in the fridge. The new form also protects the product in-store from the all too frequent “hands-on approach” to determining whether the cheese has reached maturity. (Shrink sleeve label: Sleever International, www.sleever.com)