Italian Fish Specialist Enters Ready Meals Market with Cryovac Tray Lidding

One area for development is the possibility to supply microwaveable packs of prepared fish and vegetable meals.

26/05/07 Delicius Rizzoli S.p.A. has for many years been at the forefront of the Italian fish preserve market with its leading brand name for anchovy, sardine and mackerel fillets. Building on a strong company tradition of excellence in seafood products, Delicius has expanded its fish categories (salmon, tuna, cod, mussels, clams, prawns) and recently moved into the market of ready-to-cook prepared meals based on fresh fish with vegetables (sea bass, gilthead, salmon, cod).

With its expertise and successful brand name, Delicius is exploring new sectors, seeking to bolster its profits and brand recognition. Well aware of the needs and demands of discerning modern consumers, Delicius focuses on high quality food that incorporates an increasing level of service (such as easy opening and preparation) and offers new features in content, satisfaction and presentation. Packaging has from the start played a key role.

THE SOLUTION

The new range of ready-to-cook fish dishes without additives is marketed under the brand “Oggi Pesce” and was launched in the second half of 2005 under the famous Delicius tagline “Simply the Best. Simply Delicius”. To select the most suitable packaging for the new products, the company teamed with its global packaging partner Sealed Air Cryovac. Seeking to ensure optimal preservation, total freshness and appealing presentation, the team chose the Cryovac LidSys tray lidding technology: printed Cryovac LID2050 film and Cryovac EFT 182 525 barrier foam black peelable trays operating on Mondini lidding equipment.

The Cryovac tray lidding technology is based on a thin, high barrier, anti-fog transparent film of superior gloss used for lidding barrier trays. Its special shrink performance provides a leak-proof, wrinkle-free package with superb consumer appeal, as well as abuse resistance and extended shelf life. The flat surface provided by the lidstock creates a convenient area for high impact printing.

THE BENEFITS

Tray lidding has proved highly successful in best preserving, merchandising and presenting ready meals with great consumer appeal. The new packs offer quality preservation, optimal freshness and maintain the traditional presentation that consumers favour. They are particularly eye-catching and stand out on retail shelves.

“Cryovac tray lidding has helped us fulfil all the promises to the consumers for a fresh and high quality product that retains shelf life and all organoleptic qualities from production to the consumer’s plate”, said Stefano Capelli, Marketing Director of Delicius.

THE RESULTS

The launch of the new product range met with immediate success among consumers, encouraging the company to move further along in that direction. In the coming years, Delicius plans to continue with fresh fish-based prepared meals and further improve conservation and distribution, while enlarging production with new recipes. One area for development is the possibility to supply microwaveable packs of prepared fish and vegetable meals.

“As leader of the preserved fish market, when we decided to move to fresh fish based products we asked Sealed Air for support as an expert and reference company in advanced packaging systems. We added excellent packaging to excellent products”, concluded Irene Rizzoli, Managing Director of Delicius.