Crown’s Orbit Closure Enhances Openability for Norwegian Consumers

Crown provided support with the cap graphics to help Stabburet communicate the benefits of the new Orbit Closure while retaining and enhancing the brand’s core identity.

Feb 24 2012 --- Stabburet, a leading Norwegian manufacturer of jams and ready meal products, is re-launching its Nora’s Homemade jam featuring the Orbit Closure from CROWN Food Europe – Cans and Closures, a business unit of Crown Holdings, Inc.. Stabburet is a member of the Orkla Group, a Norwegian industrial conglomerate. The launch demonstrates the growing desire of brand owners to improve the convenience of their packaging with enhanced openability while also distinguishing their products on store shelves.

“Research shows there is a real need for easy-to-open packaging,” said Halvor Dahl, Purchaser - Packaging, Stabburet. “For example, a recent study by research group Opinion suggests that as many as two-thirds of Norwegian women struggle to open glass jars. For a long time, we have been committed to enhancing the consumer experience and improving the convenience of our products. The Orbit Closure is the ideal solution to this long-standing challenge and makes it easier than ever for consumers to enjoy our jams and preserves.”

The Orbit Closure, which has already been honored with numerous awards including The Canmaker 2011 Can of the Year Award, the 2011 Starpack Awards, first prize at the 2011 Silverpack Awards and the German Packaging Awards 2011, and Supreme Gold at the MPMA Best in Metal Awards, consists of two parts: a central panel that is vacuum sealed to the jar and an outer ring that acts as the opening and re-closing device. Its design significantly reduces the torque required to remove the closure. This makes it twice as easy to open compared to standard twist closures, significantly enhancing convenience for consumers of all ages.

Crown’s experienced technical support team worked closely with Stabburet from concept to final implementation of the new packaging. Crown provided support with the cap graphics to help Stabburet communicate the benefits of the new Orbit Closure while retaining and enhancing the brand’s core identity. Crown also offered comprehensive technical support to help the customer make a smooth and easy changeover of production line equipment.

Stabburet is communicating the convenience and openability of the Orbit Closure to consumers in several ways, including a national television campaign and on pack messaging. The brand is benefiting from increased visibility on the store shelf, thanks to the advertising campaign and the pack branding.

“Stabburet has several well-established and popular brands in Norway, but maintaining its customer base in a competitive market requires ongoing innovation,” commented Jason Hegarty, New Product & Marketing Manager, CROWN Closures Europe. “The openability of the Orbit Closure offers a powerful way for Stabburet to add value to its packaging and strengthen brand loyalty with consumers of all ages.”

Currently available in both 63mm and 70mm diameters, the Orbit Closure can be integrated into packaging without making significant changes to existing capping equipment. Brand owners can also keep the same glass finish used with standard twist closures, minimizing changeover costs.