Cooking creams with recipes on back panels

For over 30 years, the “CHEF” brand has been Parmalat’s brand for UHT-creams. Contrary to many other European markets, the cream of preference in Italy is the cooking cream (Panna per cucinare). Whipping cream and coffee creams are both relatively insignificant markets. The obvious reason is of course that Italians prefer milk in the coffee (Cappuccino) and prefer to use creams with moderate fat content in cooking typical Italian dishes, like Lasagne and other pasta alternatives.

In 2002 the first flavoured UHT cooking cream products was introduced in Italy. Under the popular “CHEF” brand, initially four varieties were launched in Tetra Brik Aseptic 200 ml B packages - Mushroom, Salmon, Asparagus and 4 Cheeses (Asparagus has today been replaced by Ham flavour).

The TBA 200 B packaging material is co-printed allowing for a series of 17 (!) recipe suggestions to be featured on the back panels.

For the range of cooking creams in TBA 200 B, Parmalat has also developed a special in-store cardboard merchandising unit presenting all five varieties (regular + four flavoured) in an appetising way.

The market acceptance is quite good and sales show a positive trend. The new innovative flavoured cooking creams are a good example of Parmalat’s efforts to bring exciting innovation to the dairy products market, in this case the UHT cooking cream market.

For more information please contact; Luciana Mereu, Tetra Pak Italy

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