French container manufacturer International Paper has revamped its portfolio with a new range of cartons for the European fresh produce industry.
According to Christophe Ress, commercial and marketing director at International Paper, the Vitatonic range consists of four types of carton, to suit the increasingly strict requirements imposed by the industry.
“Until now we have been operating with a fairly diffuse, all-purpose, wide-reaching and somewhat obsolete carton offering. With Vitatonic we wish to, in order, harmonise, revitalise and promote our range of generic products,” Ress said.
By using fibres of virgin papers, as well as wax treatments and glue which protect against humidity, the Vitatonic range can guarantee the freshness and vitality expected of fresh produce, he added.
International Paper is aiming to attract companies which need a promotional brand but do not have sufficient volume to create a strong brand themselves, and help them remove unnecessary costs.
All-purpose cartons accounts for 10 per cent of International Paper’s business but the company aims to increase this provision to 20 per cent during the coming year.
Ress said last summer’s domestic promotional campaign for Vitatonic had succeeded in making an impact in the arena of versatile cartons, which is fairly under-populated.
The range has seen an immediate success in the 40x25 at 30x20 sized units, he added.
International paper produces 1.3 million tonnes of cartons from 26 factories across Europe and has an annual turnover of €193 million.
