25 March 2015
Tyler Packaging delivers quick turnaround for Supreme Petfoods' 'Tiny Friends Farm'
A specialist supplier of flexible packaging has delivered on its directive to produce a quick turnaround, high quality packaging solution for a product range rebrand from one of the UK's leading pet food suppliers.
Tyler Packaging, which supplies flexible packaging to a range of industries, including human food, fitness supplements, garden products and the pet food industry, was tasked by Supreme Petfoods with providing the packaging for the launch of its 'Tiny Friends Farm' rebranding, seeing its individual pet food products come together under one umbrella brand, following 25 years of production.
Adam Kay, Sales and Technical Director at Tyler Packaging, said, "We've worked with Supreme Petfoods for a number of years now, and they know exactly what we can do in terms of packaging delivery. But the 'Tiny Friends Farm' rebranding was a hugely important project for them so we knew that the finished product had to be of a very high standard that was fully representative of what the brand can offer."
Supreme Petfoods launched the first specialist pet food in the UK for what it terms 'small furries' - rabbits, guinea pigs, hamsters, gerbils and other small mammals kept as pets - over 25 years ago, with the creation of its flagship product Russel Rabbit. In the quarter of a century since, it has become one of the top three pet food suppliers in the country, supplying a variety of products for specific species.
The brand realised, however, that in order to continue this success, change was in order. Claire Hamblion, Marketing Manager for Supreme Petfoods, explained: "Having reached a certain point, we realised that the needs of both pets and owners had changed considerably during the period we'd been in operation. We knew that change was required if we wanted to capitalise on our market share and continue to progress."
The idea of 'Tiny Friends Farm' was hit upon, which would bring together all of the individual species products, including Russel Rabbit, under one umbrella brand. As part of the planned development, the products were reformulated and extensive consumer research was undertaken to determine the right approach. This made Supreme realise that it needed eye-catching branding and standout packaging to give it the edge over its on-shelf competitors.
Aware of the importance of shelf presence, Supreme turned to Tyler for the realisation of its packaging, opting for Form Fill and Seal plastic film bags as the most appropriate option.
Claire said: "When it came to the packaging, one of the biggest requirements for us was a quick turnaround. We wanted to get our re-launched products onto the shelves as quickly as possible. But we also wanted the packaging to do full justice to the work that we'd put into the rebranding and reformulation."
Despite exploring several packaging options, Supreme Petfoods looked to Tyler to deliver on their expectations. Claire said, "The knowledge of Adam, Tyler's sales and technical director, is very in-depth, both in terms of their packaging capabilities and our own operations. He knows exactly the right substrate and what would work for us, so understands what it is that we specifically need. That kind of knowledge is invaluable."
Claire explained the decision further: "We discovered that with film manufacturers, inflexibility is often an issue. However Tyler's approach is completely the opposite. They are always extremely accommodating to our needs and are willing to adjust to our requirements, which was certainly beneficial to us with the necessity of a quick turnaround. The speed with which they were able to deliver our order was superb."
As part of the production process, Claire was invited to visit the Tyler factory where she was able to directly witness the first run of the 'Tiny Friends Farm' packaging as it was being produced. "One of the main positives that I took away from the visit was the passion and enthusiasm of the guys that worked in the factory. They really took pride in their work and their industry experience shone through."
When it comes to results, it's too soon to reference specific figures about the success of the packaging. But the early signs are extremely encouraging. Claire concluded: "So far the feedback from the pet food industry has been entirely positive. Pet retailers and grocers have all been really impressed with the examples that we've shown them. And in the first few weeks of sale, it's actually broken all sales records at Supreme. With this kind of beginning, we're extremely excited to see how things progress from here."