A fresh look for some favourite snacks

26. November 2020

• Nordthy wanted to re-launch its popular salty snacks with modern packaging
• Choosing IML, their packaging becomes fully and easily recyclable and gets a powerful visual punch
• Consumers seem to love the new packaging, resulting in excellent sales

For many years, Nordthy has been delighting partygoers of all ages with delicious, salty snacks. When the time came to give their crowd favourites a new look, they enlisted the help of Kellpo – known for their state-of-the-art tools and production equipment. Teaming up with the experts at Verstraete IML, Kellpo breathed new life into Nordthy’s snacks by creating more sustainable and eye-catching packaging.

We had a chat with Ole Frost Jensen, Sales and R&D Manager at Kellpo, and Roy Pedersen, Sales and Purchasing manager at Nordthy, to find out more about this product makeover and the results yielded so far.

Can you tell us a bit about Nordthy?

Pedersen: Nordthy is a trading company in the fast-moving consumer goods (FMCG) market. Founded in 1966, we’re a family-centred enterprise – in fact, the founder himself still works on a daily basis, even at the age of 76! Much of the business is managed by second- and third-generation family members. They oversee sales to all the major chains in Denmark, as well as exports to Sweden, Iceland, the Netherlands, France and Germany. We supply goods to over 30 manufacturers, all around the world, for both the Nordthy brand and private label brands as well.

Can you tell us more about the product at the centre of this latest venture?

Pedersen: Our Salt Sticks, Salt Snacks and Mix Salty Crackers have been around for a long time, delighting the tastebuds of people of all ages. Whether you’re at a child’s birthday party, enjoying a glass of wine on a sunlit terrace, or indulging in a midnight snack – these products offer a delicious, salty crunch that enhances the moment. Re-launching them with modern packaging has helped us to reach an even wider customer base and we are more than happy with the increase in sales!
What made you choose in mould labeling (IML) as the basis for creating this new look?

Pedersen: In the old days, our products were labelled with stickers. These were a hassle to wash off in order to recycle the packaging and they lacked a powerful visual punch. IML enabled us to swiftly solve both of these issues. Not only is the packaging more environmentally friendly, but the fresh look attracts the eye, meaning more people notice and purchase our products.

What makes this packaging different to similar products?

“ The Nordthy snack boxes amazed me at first glance. They stand out in their product segment by their original shape and fresh looking artwork.”
– Ann Debrandere, Internal Sales at Verstraete in mould labels

Jensen: It’s incredibly versatile. The rigidity of the plastic makes it ideal for a wide range of products. In fact, the packaging design was initially developed for the coconut-covered marshmallows known as Snowballs before being customised for Nordthy’s salty snacks.

Now that the products have hit the shelves, are you seeing the results you’d hoped for?

Pedersen: Absolutely! These products have been very well received. We’ve enjoyed excellent sales from day one and this looks set to continue. Plus, we’re not stopping there – we’ve just customised the packaging for a fourth product. It’s not on sale yet, but based on the success so far, our expectations are high.

Verstraete IML