Greiner Packaging has partnered with nutritional food brand Huel to support the launch of its new High Protein Ramen Noodle Cups with their K3® packaging solution. The combination of cardboard wrap and plastic cup are designed to meet the functional requirements of instant noodle packaging while offering distinctive on-shelf appearance. Launching exclusively in Tesco stores across the UK, Huel's new High Protein Ramen range offers consumers a nutritionally complete, high-protein meal solution designed for busy lifestyles.
Functional packaging designed to strengthen shelf presence
To reflect the bold character of the new product range, Huel selected Greiner Packaging's K3® solution. The packaging combines a plastic cup with a premium printed cardboard wrap, creating a distinctive appearance that helps the product stand out on shelf while providing additional space for branding, consumer information and preparation instructions.
“We chose Greiner Packaging´s K3® packaging because it offers the perfect combination of premium shelf impact and consumer convenience. The high-quality finish helps our noodle range stand out in-store, while the cardboard wrap provides added insulation, making hot meals more comfortable to handle and enjoy. As a result, K3 is the perfect packaging fit for our convenient, nutritionally complete meal concept. Launching exclusively into Tesco is just the beginning, and we have ambitious plans for the range.” (Tim Urch, Senior Marketing Manager, Huel)
The cardboard wrap features vibrant colours, high-quality printing and UV spot varnish, supporting a premium look and feel that aligns with Huel's brand identity. At the same time, the cardboard-plastic combination reduces the amount of plastic used as the stability is provided by the cardboard wrap, allowing for thinner walls of the plastic cup compared to standard printed plastic cups. Additionally, the cardboard wrap provides thermal insulation, making K3® particularly suitable for hot meal applications, as consumers can conveniently prepare and enjoy the product directly from the pack.
Supporting correct disposal through consumer engagement
K3® features an integrated tear tab designed to facilitate separation of the cardboard wrap from the plastic cup after use. The clear disposal instructions printed directly on the cardboard wrap guide consumers on how to effortlessly separate the cardboard wrap from the plastic cup after use, helping to raise awareness of proper waste sorting and disposal according to local waste-sorting requirements. At the same time, the cardboard wrap provides valuable additional communication space for Huel, enabling the brand to engage with consumers beyond the point of purchase. From preparation instructions and product information to brand messaging and storytelling, the wrap serves as an effective platform to enrich the consumer experience
From concept to market launch
The project was developed in close collaboration between Huel and Greiner Packaging. Delivered within ambitious timelines, the partnership demonstrates how close cooperation across the value chain can help accelerate product development and speed to market."Huel wanted packaging that reflected the boldness of its new product. Together, we created a solution that delivers premium shelf impact, functionality and a packaging design that supports correct disposal after consumption, helping Huel make a strong first impression in an exciting new category.", explains Donna Cullen, Sales Manager at Greiner Packaging.