Make it fast and snappy Veriplast International Dragonville Industrial Estate Durham DH1 2RL Tel: 0191 375 1111 Fax: 0191 386 4429 E-mail: foodservices@veriplast.co.uk Website: www.veriplast.com key personnel Chief executive Dr John Key Sales & marketing director John Young Sales manager Steve Wood key brands · Fibracan · Mono · Veriplast In a deal struck this summer, Veriplast International took Nestlé branded Smart Cups into Shell Service stations, supplying more than 2,680,000 cups and 1,400,000 lids in the first 12 weeks of the contract. It was a highly visible demonstration of how packaging solutions can help build brand in the fast moving food to go sector. "We've recently switched our forecourt beverage service from Shell Select branding to Nescafé and changed our cups accordingly," explains Annie Parker, category development manager at Shell. Branding the cups gave its customers the confidence of the Nescafé brand right through to the point of consumption, she says ­ and Veriplast was able to offer the only foam cup on the market capable of being printed with the necessary full colour process. As John Young, Veriplast International's sales and marketing director, explains: "In this instance it wasn't just the cup that was important but the lid as well. This is an integral and critical part of the beverage offering for customers on the move." Typically, Veriplast International provides disposable packaging solutions for use at the point of purchase or consumption. "Changing habits are the key driver for this sector," says Young. "Snacking and the demand for quality, convenient food on the move have been the clearest trends, leading to innovation, creativity and imagination in packaging solutions. "Veriplast International has responded by broadening its offering using cross-country expertise and product ranges, resulting in plastic and foam cups and containers and foodservice products for sectors such as foodservice, fast food, home meal replacement, bakery and food processing/manufacturing." Future challenges will come in disposable packaging, retail as a whole and home meal replacement in particular, forecasts Young. "In a cash rich and time poor society, people want instant meal solutions that go from shelf to oven or microwave, or can be cooked from frozen. The challenge for Veriplast International lies in meeting the performance requirements of the packaging whilst contributing of itself to meal innovation." {{Z SUPPLEMENTS }}