Waitrose is the UK's first supermarket to launch a new MAP pack for fresh mussels following its introduction by one of the UK's leading shellfish producer co-operatives, the Scottish Shellfish Marketing Group (the SSMG).
The SSMG says the deal is worth £500,000 to Scottish shellfish farmers.
Developed by Norwegian packaging producer Polimoon, utilising MAP expertise from Dutch shellfish cultivator Prins & Dingemanse, the “revolutionary” new MAP packs are claimed to deliver the mussels in “peak condition” to the consumer.
SSMG md Donny Gillies says: “Waitrose customers can now enjoy mussels that remain fresher, moister and plumper for longer in these revolutionary packs. The packaging is also a lot stronger, giving greater protection to the mussels themselves, as well as ensuring an additional 3-4 days' product life.”
Waitrose says it will also be receiving fresh oysters packed in the MAP containers.
Until now, Polimoon says, mussels sold in the UK have typically been packed either in thin plastic netting encased in waxed “waterproof” board outers or sold pre-cooked in vacuum packs in sauces.
UK sales director Jeremy Wilson says: “The new type of MAP pack adopted by Waitrose has been used for fresh shellfish in several other European countries for some time. Key advantages of our container include a very robust construction - the packs will not, for instance, crack at low temperatures in the fridge or freezer, good barrier properties, the ability to speed up packing compared with systems based on netting and waxed board outers, and enhanced presentation.
“Our HDPE packs can be produced both as individual sales units to go straight on aisle shelves and as bulk containers for larger quantities of fish for 'serve over the counter applications',” adds Wilson. (currently Waitrose is using only the individual packs).
Polimoon has also supplied one of its inline IP65-rated modified atmosphere traysealers to the SSMG for rapid packing and sealing of the shellfish.
