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Partnership between Bemis, Sealpac and Bigler is eight years strong this year. We sat down with Bigler recently to learn more about their brand relaunch and what the Bemis-Sealpac partnership has delivered. Here is part 1 of a 2-part collaborated series on Bigler’s success.
Under the claim “Ä Portion Tradition”, Swiss company Bigler AG Fleischwaren promotes its extensive range of fine meat products, supplemented by sandwiches, canapés, fresh salads and seasonal items. Bigler is proud of its craftsmanship in food processing, a family tradition that is constantly reinvented through innovative products and modern processes. Last year, the family-owned company in Büren an der Aare, which employs around 600 people, initiated a relaunch of its del Lago brand. Under the new brand name Bigler, the entire product range is now presented in a fresh and uniform packaging design. We spoke with Gérard Bigler, head of the processed meat division and Markus Bigler, chief financial officer about their relaunch.
Q: Tell us a little bit about your brand relaunch
Gérard Bigler (GB): Our customers now understand at first sight who they are dealing with. The new logo communicates exactly what we stand for: it symbolizes our craftsmanship as a butcher, shows that we vouch for our products with our family name and underlines their Swiss origin. All in all, it explains our Bigler promise: to produce butcher-quality meat products from the Swiss region.
Q: Sustainability has been a big topic of interest for the end consumer. How do you see this played out in the Swiss market?
GB: Companies are looking for new technologies that reduce the amount of plastic in packaging, but can still guarantee food safety. Both SEALPAC and Bemis are intensively involved in research and development projects in the field of sustainability, sometimes even jointly. This recently led to a new packaging system that promises great potential. TraySkin® packaging usually consists of a plastic tray and a skin film, but nowadays there is also the possibility to use cardboard. In this new system, called FlatSkin®, a cardboard carrier is laminated with a polymeric protective layer. By means of Bemis’ versatile SkinTite™ film, the product is skin packaged directly onto its flat carrier: well-protected, highly visible and with excellent appeal. After use, the polymeric layer is easily removed from the carrier to allow for separate disposal. As FlatSkin® uses a high percentage of recyclable materials, the system convinces from an ecological point of view. Furthermore, the cardboard allows for excellent printing, hence offering some unique branding opportunities.
MB: FlatSkin® is another interesting development for our company. Whether it concerns the demand for sustainability or other trends, it is highly important for us as a food manufacturer, but also for suppliers of packaging.
Q: What has the long-term partnership with Bemis and Sealpac delivered to you as a brand?
GB: Paper-Like™, the new packaging design is characterized by its natural look and pleasant haptics, owing to a special film with paper look and feel. It closely resembles real paper and gets its paper feel from a special printing technology. This type of film already exists for a couple of years, and we were immediately interested after it was presented to us by Bemis. That is what makes long-term partnerships with suppliers like Bemis and SEALPAC worthwhile: new ideas are being presented, discussed jointly, and then further developed until everything matches. In this case, it took about two years from the first idea up to the launch of the new packaging at retail. The project was executed with great personal commitment from all stakeholders involved – within Bigler, but also within our long-standing partners Bemis and SEALPAC.
Part 2 of this 2-part collaborated series on Bigler’s success can be found here.
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