New IntegraPeel Peel-Away Packaging Plays Up Brand Promotion, Interaction

A cost-effective replacement for adhesive on-pack labels, the new IntegraPeel peel-away packaging system from Curwood.

Aug 19 2010 --- Now packagers can integrate peel-off promotions directly into the package with an interactive new technology from Curwood. The IntegraPeel peel-away packaging system reduces costs associated with cumbersome adhesive labels while retaining brand identity and barrier protection.

Engineered into Curwood high-barrier rollstock, IntegraPeel technology creates low-cost, high-impact on-pack promotions that differentiate the package at retail and add instant play-value. Ideal for peelable coupons, recipes, peel/reveal games or co-branded offers, IntegraPeel technology makes it easy for the consumer to instantly peel off the promotion, while leaving the package intact. Because the peel-away portion of the film does not affect the packaging structure, the pouch retains its full barrier properties to keep contents fresh.

Providing a smooth, effortless peel, the IntegraPeel feature creates a frustration-free packaging experience with no ripping or tearing. And unlike promotions printed directly on packaging film, the brand offer can be removed instantly and recipes can be easily retained without scissors or mess. It's a breakthrough packaging strategy that provides long-lasting brand exposure, especially on offers like recipes, which stay with the consumer after products are consumed.

IntegraPeel technology also reduces the cost-per-package by eliminating the expense of adhesive labels, added logistics and extra labor. Unlike labels, the IntegraPeel system is able to guarantee consistent placement of the promotion on every package, solving misaligned labels or cover-ups of critical package copy.

“With IntegraPeel technology, brands can demand, and get, more from their package,” says Dave Engen, cheese market manager with Curwood. “Brand marketers now have an innovative new option to create brand interaction that drives incremental sales with improved cost efficiency and control.”