A new type of peelable lidding film solution for ready meals, Lidd, has been launched by marketing services company HH Global.
According to the UK-based company, the HH Global Lidd differs from traditional ready meal packaging by utilising a two-layer laminated film construction that both seals the product and displays the required printed marketing information – allowing branding on the upside and nutritional information on the reverse.
Lidd is said to eradicate the need for cardboard sleeves, delivering “major cost savings” for brand owners while also maintaining brand identity and reducing the environmental impact of food packaging.
Overall efficiency
“The product works on existing equipment and processing lines so is just as efficient as current solutions,” HH Global chief marketing officer Tony Massey told Packaging Today.
“In fact food producers won’t need any cardboard stocks or resources to box/sleeve the products, so the product is more efficient overall for the food producer,” he says.
“There are significant benefits to the retailer/brand owner too.”
Lidd can be used in any environment, ambient/chilled or frozen, on plastic, aluminium or paper/plastic tray combinations.
Exclusive license
HH Global holds the patent for Lidd (a HH invention) and has worked with Parkside Flexibles (Europe) in the UK to bring a workable product to market.
“Parkside have been granted an exclusive license to manufacture Lidd in the UK & Ireland,” says Massey. “We hope to license Lidd around the world in 2014.”
Parkside’s manufacturing know-how will also be “invaluable” to international licensees in quickly getting to a compliant product, Massey adds.
In the UK, Parkside will manufacture, laminate and supply a fully finished product ready for application. Rolls of the product can be then sealed to the trays in the normal way.
Global potential
Lidd will be targeted at the familiar ready meal packaging formats such as film-sealed trays with cardboard outers, and alufoil trays with metallised board lids and outer cartons. “The potential global market is very large,” Massey concludes.
