The pack that got the cream Addingotn Hendley 45 Belmont Ave Bushey Herts WD23 2JR Tel: 01923 255454 Fax: 01923 245200 email: website: Key personnel Principal consultant Peter Addington The advent of home shopping via the internet is likely to put new demands on both the food and packaging industries, according to specialist consultancy Addington Hendley. "Packaging, particularly of new or lesser-known products, will need to sell' the products directly from the computer screen if they are to succeed," says Addington Hendley principal consultant Peter Addington. "Additionally, as the food retailers' responsibility for pack and product damage is extended out to the home ­ through a distribution method that will see many different products packed together ­ there will be requests to improve the performance of packaging." A dedicated technical packaging consultancy focused on the food and drinks industry, Addington Hendley uses creative cost reduction projects to help client companies reduce their packaging costs by identifying significant savings in materials, labour and distribution ­ savings which have frequently been reinvested in packaging to improve a product's on-shelf performance, leading to greater volume sales of everything from milk powder and cream cakes to electrical switches! The biggest challenge comes in the dynamic chilled foods sector where high rate of growth through product innovation and diversification coupled with short shelf-life, ECR, Returnable Transit Packs, and the need for product recognition in an increasingly crowded market, put unique technical demands on packaging. It was for innovation in this area that Addington Hendley was recently presented with the Institute of Packaging's Starpack Award for a family of chilled distribution cake packs. The new design took into account the products' future distribution in RTPs, and utilised a common foot-print, lid and label, to accommodate the family of cakes in a range of differently styled base trays. In fulfilling the brief, Addington Hendley was also asked to improve packaging automation within the factory producing the range and delivered an entirely new family of packs with distinct on shelf presence, requiring a minimum of line changeovers and, crucially, improved sales. {{Z SUPPLEMENTS }}