The ASDA Packaging Newsletter - Summer 2015

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tents 05 06PGaecnkeargainl g Spring/Summer 2016 ASDA Policy FTG InnovationWorkshop Toolkit Sustainable MaterialsiTs hneotfoallllo-ewnicnogmispaaslissitngofnporreafellr-reexdclumsaivteer . ials and material composition 11 Wood/Fiber for use in packaging at ASDA .This list Aluminium Steel and Glass CWbRNooNLearAahodxdoerfrStPouMeutsdDPhIpmlargtCcmsetreA:enaVa/ehraias/HaoiDe%npctPewilsiptversrutirtr2eqeiewreyegdegdreTs0cruenicuhwsdra-,goTnmiaiiptaefigCgern fI-nx.eralMbiaeaeaewsfascsiaaorrydttndbtdtBsooerwbtaerraseErcIyaedeselfsodlSeRshaiuntesqfdcOnsdcd%roecptdMouuheypoeMn2uPMtrtsilcnlfe10rioninitaomlBemmgePaod4easarcdrltRom ittidli0tb.kotbchnuonOrhexoo0eeaeeiaumewceesramgnC1rrrbncotrsniis:,csiUul/nattAncaepdCoestcrglReutSolsdmeeufseaqEbrDoaxrnrnMltuiwpniirtiscAtdntafEoied/aiifulsa’NetwisisuicepnhtPntdonTTylidrrotCwd%imyoIfhasMabs2dsoopaocpy0usxBiauil/rnP6leicatitEgaOtru5enabnRyecsdLnltcopieIoniPeClzmamadO.aYcc/ep t.hpFpeLiproodumIoeflCnrimcnetYihd(eniFsseet/TirnnCRtgPP,EeoP)oLtHcoPlohlyyyliyrlwycgpaleehlecrP-eft-oDtnderhDiSlepPceyreahRyecVlrArnoelsyneeeesincucntssindfitelliyieidedtenyclyTMrdsA(P(besrPPPcoeeracLoPaoeltdAyclp)etnyeoah)Metrttmettihehahnaypaylt(tlosleEleaensVtrneeeAieda()(l(PLosHDEf TDhP)iEPg)Eh)post-consumer APAPocPPocLroloyrylelycylylysisalucovtsrryinbneDrioytethlernniaCsaelenithre(eBPlassouSb(r()tPlPiaedCUdeMi))e(nPaeVteCSrt)yiarelsne (ABS) 08General PackagingToolkit09 13Tote Liners Fresh Launch Cereal ReDesign 16 17PrintTraining Sessions Pet ReDesign

Project SimpleDiscounters Aldi and Lidl, now holding a combined 10.7% Launched by our then Chief Operating Officer Barrymarket share up 1.4% from last year, are redefining the way Williams the piece of work was named ‘Project Simple’ andcustomers shop! was to focus on how we work with our supply base across three themes:Although they only offer a small percentage of the range • Transparencythat we do they are attracting new customers with their • Agility and speed to marketlow prices, at the same time doing a great job in promoting • Cost and complexity.their product quality. Switching to cheaper grocery brandsand destinations was surveyed as being the No. 1 household Our senior Project Simple work stream members spent timetactic for saving money in the UK at the moment, with even listening to 7 of our main suppliers - 5x own label suppliersmore of our customer willing to shop at multiple destinations and 2x branded. This gave us a steer on the main areas ofto seek out the best prices. Furthermore,nearly half of those complexity, time and cost drivers we needed to fix. Thecutting costs will continue to buy cheaper grocery brands insight from the 7x suppliers drove further work streamseven when economic conditions do improve. (Source: Retail which culminated in a specific survey of 50x product vendorsWeek Feb 2015) that the packaging team compiled and distributed covering the following:Taking the rise of the discounters very seriously we recognise • Understanding of theASDA packaging strategy and prioritiesthat we needed to do more than just negotiate with suppliers • How to access the right packaging contactfor lower prices, but we had to really take a serious look at • Responsiveness and performance of ASDA packagingourselves in the mirror and review our own processes andways of working with suppliers at every touch point.ASDA, contactsbeing bigger than the discounters means that we are more • Content relevance, quality and usefulness, and accessibilitycomplex to work with as a supplier vs the smaller,slicker,andmore agile Aldi and Lidl who have quicker, cheaper, and more of packaging guidelines, policies and documentsflexible routes to market. • Thoughts on working within our approved packaging supplier lists • Performance of implanted 3rd party packaging service providers (APS / APSC) • Other feedback and suggestions Whilst our suppliers to policies and documents w they sometimes struggled them. After reviewing various solutions we decided that was to create a holding are that our suppliers use to information. After speaking to various able to contact an externa to build us our own besp Created exactly to our ow every single packaging po01

Suzie Hardy Packaging Innovation,Development and Specifications Manager [email protected] results on the whole were really positive: >70%:“ok with contacts and strategy” 87%:“Great content but can be difficult to find”87%:“Use the guidelines and documents “Good relationship with “Nobody in ASDA takes and don’t require any others” both Packaging Dev Mgr overall ownership of the and NPD Mgr…” projects…” “Different contacts for “We have no clarity of UK sourcing and China packaging strategy and sourcing…” priorities…” 85%:“satisfied with service of packaging contact” old us that packaging RRP guidelines,to our packaging brand guidelines, If you’d like to take a look at this great resourcewere easy to understand, spec system how to guides,and packaging technical tool then please visit www.asdasupplier.com policy. For the first time we will also add a section d with where to find with organisational charts of all key stakeholders The survey also highlighted that we needed in packaging,including the packaging development, to redefine the way we operate our approved systems and website print and commercial teams – but also extending packaging supplier lists. With lists in place t the best option for us to our design team, project team colleagues and currently for UK labels, film and corrugated we ea on the same website our design and artwork agency contacts. For the recognise the need to do things more simply, access all general asda first time we will also create a specific General bring back choice and competition for our Merchandise section which all of our Far Eastern product vendors, whilst retaining quality controls stakeholders we were vendors can access via links. This will be really and a value engineering focus – furthermore al website design agency useful for us,avoiding the need to email large files extending our approved packaging supplier lists poke packaging section. around the world. The asda supplier website is into rigid plastics, metals and glass. More on our wn needs it will contain safe for us to use as you need to be a recognised new‘PackClub’ model to come in a future edition!olicy we have, from our supplier toASDA to be able to use it. 02

2015 EntréesFollowing the huge success of the We have three amazing products See below for a brief summary ofASDA ‘Roast in Bag’ (above) at that we are throwing into the each product and what categorylast year’s Packaging Awards, we prestigious event: 3DME, Tasgall they are hoping to win!are going even bigger this year! Whisky & Extra Special Soup! 3DME TasgallWhisky Extra Special SoupThe acclaimed 3DME project is The task of packaging our Extra Redesigning our top tier chilleda world first! This gives shoppers Special rare 25 and 30 year old soup packaging called for somethe opportunity to create Tasgall Scotch Whiskies was truly extra special thinking. Afterphoto-realistic resin figurines of one that tested innovation. Our all, our packaging design would bethemselves through 3D printing aim was to diversify our use of crucial for helping to establish atechnology at affordable prices. materials and techniques for clear brand hierarchy and justifying packaging worthy of our top tier the price premium.With an overwhelmingly positive products.response from customers, we As a result, our Extra Specialsuccessfully created a flexible We have used innovative print Soup label packaging has been apack that was giftable, premium technology throughout the range. resounding success.Demonstratingand capable of protecting bespoke Digitally printed self-adhesive fresh thinking innovation in bothmodels of varying shapes, sizes labels enabled us to benefit from design and print, the finished resultand heights – including an optional a high opacity white on foil-look surpassed our objectives.3-inch base for the figurine. labels and very fine reversed out text on the Tweed-look labels.What is entering which? Be sure to keep an eye out in the next Packaging Newsletter for an update on Entry Name Category Entered which products got short-listed for the finals! 3DME Corrugate: Online Retail & Consumer Goods 3DME Best Packaging of a new Product If you wish to learn more about the Tasgall Whisky Limited Edition of the Year event,please visit: Extra Special Soup Label of the Year www.ukpackagingawards.co.uk03

That’s not all...You thought we were only We felt pretty robbed that we amazing entries. Two of whichentering the Packaging Awards? didn’t win anything at last years’ are the 3DME andTasgallWhiskyThink again! StarpackAwards,so in retaliation that we feel will really win over we are blitzing them with five the judges!Motor Oil Easter EggTower KidsToiletriesRe-branding ASDA’s motor oil Seasonal events are opportunities In January 2014, we set out toproducts rested on kick-starting to encourage customers to trade re-launch ASDA’s own-brandour customer’s assurance of up to top tier own-brand products, toiletries ranges to increase salesbrand equity. Previous oil products so this year our beautifully hand- and market share currently beingonly had 25% car manufacturer decorated Easter eggs needed a lost to discounters. Our aim: tocoverage; a statistic in part due suitably Extra Special packaging create a kids’ toiletries range withto our use of generic packaging design. We wanted to maximise clear identity and vibrant andunrecognisable from other the premium feel of our leading contemporary designs. It wouldretailers. gifting products. drive own-brand credibility and, most importantly, be loved by kids.Through good teamwork and Our Easter Egg Tower wasinnovation, our Motor Oil re- a resounding success; selling Sales are looking very positive, andbrand was a resounding success through 94.3% with Extra Special we already have plans to extendwith our car manufacturer confectionery in Easter week up the range during 2016.coverage increasing to 92%. 314% YOY.What is entering which? If you wish to learn more about the event, please visit:Entry Name Category Entered www.iom3.org/starpack3DME Transit - Business to Consumer Damon RoweEaster Egg Tower Food Packaging Project PlannerTasgall Whisky Alcohol [email protected] Toiletries Best OL Pack and/or RangeMotor Oil Home, DIY, Gifts & Gardening 04

NGEWeneral PackagingToolkit Damon Rowe Packaging Project Planner [email protected] is the General outset to make those costings as The section also details our boardPackagingToolkit? realistic as possible. It also gave grade expectations and case us the opportunity to establish scoring allowances, for secondaryIt is a new briefing document our quality expectations, outlining and tertiary packaging. We hopecontaining our GM packaging more prescriptive performance that this detail will help driveguidelines,and it will be used to brief criteria to ensure when our performance and efficiencies fromall suppliers in the Far East and Asia products land on shelf or are our vendors.at the start of a packaging project delivered to our customers’ home,cycle. These guidelines cover all they are fit for purpose. Artwork & Designrelevant areas for packaging designincluding Compliance, Structural This document should help History tells us that requestingPackaging Development, Artwork educate where required, re- a cutter is by no means a simple& Design, and Print. enforce our basic principles, and thing, and having received a add clarity to our supplier base to number of line drawn rectangles, ASDA Policy drive performance and compliance and diagrams in excel, we knew it across the world. was an area we needed to address. Spring/Summer 2016 Sustainable Materials Providing best practice examples So what is in it? should help drive consistency, and General The following is a list of preferred materials and material composition for use in packaging at ASDA .This list our WAGJLL does just that! Packaging Toolkit is not all-encompassing nor all-exclusive . ASDA Policy We have also outlined key Wood/Fiber Aluminium Steel and Glass ASDA take our transparency and elements such as photography due diligence very seriously across quality, who our artwork agency Preferred Materials Preferred Materials the business and it is important is, and detail on our artwork build Highest recycled content without compromising Should be composed of high post-consumer that our suppliers do so too! To process and costing structure to required strength and quality recycled content enforce this golden rule, we have ensure translating our design is as Virgin-wood timbers certified by an independent, Plastics included a number of policies clear and simple as possible. third-party sustainable forestry organization (FTC) specifically packaging related. Corrugated constructed with wax replacement Preferred Materials Print materials when moisture is an issue High-Density Polyethylene (HDPE) You can expect to see policies Printed by ISO 14001 certified facility Low-Density Polyethylene (LDPE) such as Zero Waste, Sustainable Print Quality Management is an Meet Toxins in Packaging and Prop 65 Polyethylene Teraphthalate (PET) Materials (see left), Ethical Trading important element in preserving Please read and follow ASDA’s TIMBER POLICY Ethylene Vinyl Acetate (EVA) and ASDA Compliances. our brand equity,we have therefore for specific requirements and compliance. Further Polypropylene (PP) outlined the process and tools details can be found on: Polylactic Acid (PLA) Structural Packaging in place to manage that process http://www .asdasupplier .com/public/uploads/custom/policies/ Recycled Resins across the world. It is imperative ASDA%20TIMBER%20PROCUREMENT%20POLICY .pdf Less Desirable Materials Speaking with our Global our vendors understand this Less Desirable Materials Polyvinyl Chloride (PVC) counterparts, it became clear that clearly. No ancient forest timbers Polyurethanes (PU) packaging terminology wasn’t as No heavy metals or other toxins Polystyrene (PS) ‘global’ as we thought.We therefore Want to learn more about the Reduce usage of chlorine compounds in bleach Acrylonitrile Butadiene Styrene (ABS) pulled together a glossary of terms Packaging Toolkit? Head over to board Polycarbonates (PC) to help explain and illustrate what ASDASupplier.com where a copy Wax Impregnated Medium, Curtain Coated Acrylic pack formats we use, to enable of the document can be found. Corrugated, Cascade Boxes clear communication in our briefing documents. 08Why do we need it?Working with suppliers aroundthe world can be challenging whenit comes to communication.Thereis the language barrier, the timedifference and most important(and yet most overlooked) theculture!We want to get the rightinformation to the suppliers atthe right time in the activity cycle,and there was a gap right at thestart of the process! Product andpackaging were getting costedwith little or no input fromourselves, and we wanted to makesure suppliers understood ourminimum requirements from the05

FPoaocdkToagGiong InnovationWorkshopLast year I told you all about the overwhelming success I kicked off with “Food to Go” as it fitted with theof the Packaging Innovation Dragons Den with over upcoming launch of the ASDA rebrand. By analysing250 entries received. As we could only show the ideas category specific, it highlighted potential sub-top 10 in the Dragons Den, we were left with a huge sections for suitable packaging innovations movingamount of innovative ideas sat collecting dust! forward.So my plan this year, in line with the ASDA Brand These were Sandwich Wraps & Baguettes, Salads &strategy, is to focus on the 5 Golden categories (Food Sushi and finally NPD ideas. Key themes for theseto Go, Health and Baby,Ambient and both chilled and sub-categories included; fresh, hand held, no mess,frozen Desserts) and run quarterly workshops to takeaway, picnic style, table ready, rustic, single serveshowcase all the packaging innovations collected in a and of course… on the go!!category specific approach.Key favourites from the session were: Snack BoxBreak n Shake Salads On the Go BaguetteWhy? – First to market innovative Why? – Concora easy open tab Why? – Great shelf presence.solution for on the go salads. in centre of pack that once peeled Doubles as a portion pack andSeparate compartment at the top holds the product in place whilst opens out as a table/picnic readyto hold dressing, which you simply eating a baguette on the go. No pack with ability to snap off eachpush to piece the film and allow mess! compartment at a time (eat me,the dressing to fall down into the keep me). Great for snack pack ormain compartment. Give it a quick Cup Based Pack lunch box solution.shake and away you go, brilliant! I hope you agree we have some Printed fantastic solutions to go after! Wood EffectTrays Suppliers have been briefed to scope out each solution and advise back the feasibility to launch next year in conjunction with Lantern, so watch this space!Why? – Fresh appeal, deli style Why? – Fantastic shelf presence, KirstieWadelook and feel. great for pasta salads. Love the Packaging Innovation Specialist rustic, fresh look and feel. Great [email protected] branding space. 06

Supplier ConferenceIn April this year, the George The afternoon schedule saw messages are to ensure thatHome product suppliers from all the delegates attend a number growth continues. Myself andover the world were invited to of different syndicate sessions, Sarah Walker from our Planningcome to ASDA’s MCE building where various members of the team took the opportunity toin the UK to celebrate George ASDA team from Trading, Quality, explain the important role thatHome’s 1st Birthday, and to show Insight, Compliance, Marketing and good structural packaging designASDA’s appreciation to them, for of course Packaging, presented and well executed artwork andtheir contribution to the brands’ our internal perspective of how branding play in the success of theinstant success. the George Home brand has George Home. I also introduced grown, and what the important the General Packaging ToolkitThe morning session included a which you will have read aboutnumber of presentations from earlier in the newsletter. It wasASDA’s Exec, including an opening very well received from ourstatement from Andy Clarke, vendors, and they really saw theAndrew Moore, and George’s value in this collaborative approachManaging Director Nick Jones. to finding fit for purpose packagingAs well as reviewing the current solutions.market performance, and thefuture economic climate, we took It was a very successful event, anda journey along the 25 years of a fantastic opportunity to gatherGeorge, and ultimately the birth of our supplier base in one location,George Home. There was a keen delivering one consistent messagefocus on our brand equity, and from the business. We saw it astrend leading design, whilst really a great stepping stone in drivingdriving the quality message at the better supplier relationships toright cost. There was plenty of ensure our products are deliveredfood for thought for the suppliers. at the best quality, right first time. Simon Capell07 Packaging Development Manager [email protected]

NEW Thinner PotatoBags Saves Equivalentof Space Shuttle!Did you know that in the UK, when we saw an opportunity to We set about trialling a new 27we consume 94kg (207lbs) of reduce the thickness of our Potato micron co-extruded film with ourPotatoes per person, per day, per packaging, we were all for it! supply base, which at the timeyear!! I can’t even do the maths as spanned across 5 pack houses.to how much packaging tonnage Our bags for potatoes were All trial results were incrediblythat equates to! specified at 30 micron which is positive and caused no issues on the industry standard, but we the line. The thinner film was putHere at ASDA we strive every day learnt of a new film on the market through some rigorous testingto ensure we reduce packaging as which is co-extruded to give all to ascertain its burst strengthmuch as is feasibly possible for the the same qualities and benefits of and ensure every size pack wasproduct, whilst ensuring minimal the standard film, but 3 microns contained from 750g up to 2.5kgenvironmental impact. That’s why thinner. packs of potatoes.Customer perception was a vital current 30 micron bags or the new packaging land in store across allpart of the trial process as we thinner bags which was fantastic! of our Potato lines saving us awanted to ensure a thinner film whopping GBP 184,000 and andid not damage the customer At the beginning of this year incredible 78 tonnes of packaging,perception of the product, so (almost a year after this project the equivalent of a space shuttle.we took some samples to show began), IPL took over the supplycustomers and asked them for of our potato business and agreed KirstieWadefeedback. 100% customers could to move over to the new thinner Packaging Innovation Specialistnot tell the difference between our film. June will see the new, thinner [email protected] 08

ASDA First to MarketTr Combat Plastic BagTax for Charges for single use plastic The legislation has already been bags. Currently there is a 50/50 carrier bags (“T-Sacks”) will begin introduced in Scotland, Wales split in Scotland and Wales of in England this October as part and Northern Ireland and as customers ordering bags versus of the Government’s policy to such we already have a good bagless orders; it increases to 80% reduce waste.The new legislation idea of how it affects our online in favour of bagless in Northern means that, as a retailer,ASDA will business. Currently in countries Ireland. be required to charge customers we give customers an option 5p per plastic bag, the proceeds of to order their Home Shopping The impact this has on our which will be donated to charity. delivery with or without carrier Home Shopping proposition is significant. With bagless orders, Last October we held a Dragons The winning solution was a delivery drivers are required to Den with 5 of our top corrugated corrugated tote liner.It is designed hand over individual items to the manufacturing partners where to sit neatly inside the plastic tote customer from the plastic totes they pitched their solution. so pickers can easily pick straight which is time consuming and into the liner. At the doorstep, laborious.A large amount of totes After an intense day of pitches drivers simply hand over the are therefore being left with the and grilling from our panel of liners to customers to carry into customer at the doorstep. Each Dragons, headed up by Gavin their kitchens. Simple! tote costs GBP 4.50, so totalled Chappell (E-commerce VP), we up,we are seeing an annual cost of had a clear understanding of what We have designed the tote over GBP 1.2million due to tote was possible, then we went about liners to be a single trip solution shrinkage across the UK. developing the preferred solution that folds up compactly for easy further to ensure they met our storage in our customers’ homes. Therefore as England is the bulk criteria from a performance and The customer then has the option of our online business, we needed commercial perspective. to keep and use the tote liner to explore what other solutions for whatever they’d like, recycle were out there to replace bags. through their curb side services09

Trial for New Solution tor Home Shopping Deliveryor return to the ASDA delivery our stores; one in Scotland and customers asking them theirdriver on their next delivery, the another in Nottingham (UK),over thoughts and opinions of the totelatter is the preferred solution. a 2 week period to understand liners and whether or not it was the benefits and more importantly the right solution for us.Now to put it to the test… we the challenges to our business ifcarried out a large scale “Proof we were to land the concept. Overall the trial has been a hugeof Concept” trial to assess the success;colleague feedback acrosstrue feasibility of the solution in We gathered feedback from the board is overwhelminglyreal life.We trialled it out in 2 of pickers, drivers and crucially positive with comments like; itspeeds up the picking process time at the door step. Most will run the trial for 2 months toand makes life a lot easier for importantly our customers love gather information on the impactthe drivers on the doorstep. We it! The hand packed tote liners to customer retention.Watch thisfound that in the picking process, give a real perception of quality space!items were unconsciously placed and they love the fact they don’tinto the tote so that it looked like have all those bags to deal with. KirstieWadea traditional Greengrocer delivery The majority were really pleased Packaging Innovation Specialistand was a much easier process they could be recycled and feltand task to pick into. ASDA were doing their bit for the [email protected] environment.Drivers were really impressed,especially in Scotland where they Due to the huge success of theare already used to the bagless “Proof of Concept”,we now hopeenvironment. They said it was to go live throughout Scotlandmuch easier on their backs and later this year (subject to approvedthe customer reaction was really funding) to further understand thepositive. It also saved precious feasibility on a large scale and we 10

Q1 2015 saw the start of the discounters. So the objectives of The first thing we needed tonew Fresh rebrand with the the Fresh rebrand are to develop do was to get control of thePrint Team working closely a proposition which differentiates, generic master images for corewith Design to bring print drives quality perceptions & (crinkled paper effect), organiccontrol and provide the right increase market share in Fresh. (green packing paper) and addedprint solutions for the new value (green wood) simplifyingdesigns. The first area in Fresh to undergo the number of colours used andIn today’s competitive market, the packaging redesign was making them flexo friendly.We thenFresh is a key driver of any retailer’s Produce. Now with the expert had to produce a palette of overquality/brand perception. Even endorsed branding of ‘Growersthough ASDA has made significant Selection’. As the vast majorityinvestments in product quality, of Produce packaging is eithercustomers’ perceptions haven’t flexo printed film or flexo printedimproved and we have remained at labels (printed by ASDA-approved4th place out of the big 4 on Fresh printers) we saw this as a greatquality perception. Added to the opportunity to go down the fixedperception challenges we have also colour pallet route for the entirebeen losing Fresh business to the category. Core Background Organic B11

30 colours to be used across the All of the master elements were GBP 75,000 across the range byrange that were aligned as a process then shared with Imagenet (ASDA’s printing from ASDA’s fixed colourmix for printing Fixed Colour or artwork agency) so that printer- pallet.when printing conventionally as specific colour managed proofsspot colours. The next step was could be approved in advance of The other Fresh categoriesto create and control the several the artwork and repro process. (Butchers Selection and Bakerscoloured master images used on Doing all of this work ahead of the Selection) are currently in progressthe prepared salad designs. Repro stage and delivering clear so watch out for an update in Artwork and Repro guidelines the next addition of the ASDA helped Imagenet deliver a massive Packaging Newsletter. volume of work in a very short time frame. The Produce lines started to land Jason Gilmartin in store from the end of Q1 and Packaging Print Manager the new designs are looking really [email protected] strong and ‘fresh’. We have also estimated a cost saving of aroundBackground Added Value Background 12

The cereal fixture had not been updated since In terms of design, the textured backgrounds 2012,so it was in need of a refresh and with over and text on the cereal bars and mueslis were 100 lines to consider across multiple suppliers quite challenging from a flexo print perspective, and printers in the UK and Europe, this was no so we ensured the artwork repro guidelines easy task! provided instructions on how to ensure artwork Within the cereal category there are several was built correctly, to ensure printability. packaging formats and print processes including The kids granola ‘oaty crisp’ lines also posed flexo foil lids, flow wraps, flexo bags, labels, litho challenges around the 3D text effect and white cartons and gravure pouches. Coupled with vignettes in the background, so we did some this, there were also different design routes to development work on the design files to help consider within the range including core cereals, ensure that the design intention was achievable. granola & muesli, porridge & cereal bars, kid’s By working collaboratively with the design team cereal and also ‘Good & Balanced’ cereal under and the printers we ensured the end result was the new healthy brand. impactful on shelf as well as delivering high On the flexo print bags, we worked with the quality print and brand consistency. printer to ensure printability within a fixed colour palette environment to help drive Lisa Betts consistency whilst also delivering cost savings. Packaging Print Specialist A matt substrate was used on the bags and [email protected] pouches to help drive more of a premium look and feel - some of the granola and muesli lines also included a window to help showcase the high quality of the products.13

The Butcher’s Selection range has been given a new fresh look for 2015, here is how we met the print challenges of this new design route:Core and Core Plus Gravy Pouches ASDA’s Fixed Colour PaletteBackgroundTextures Print Solution 4 new bespoke texture colours were chosen for the graviesWe worked closely with the Design which we ‘cleaned up’ to enable Where appropriate weAgency and the Meat category to printability. For gravy pouches the recommended printing usingdevelop textured backgrounds inks and material need to be able ASDA’s fixed palette of colours to cope with potential gravy spillsthat satisfied their aesthetic both in production and during (CMYK) with HD plates & latestrequirements and also the need generation presses, by ‘ASDA-for printability. This included two transit so we used approved’ printers in order tonew backgrounds the ‘sandwich get the increased quality andfor Chicken print’ technique cost saving benefits the solutionwhich enabled the where the print delivers.customer for the is protected by afirst time to navigate layer of clear gloss Finisheasily between film on both sidesWhite and Dark of the ink enabling To convey a premium look and feel,Chicken Meat. a durable wipe a matt finish was chosen for the clean finish and core and core plus ranges whereOvenable Roast technically and commerciallyin a Bag viable. A standard gloss finish was maximum visibility chosen for the opening PP tier.For these bags,highly specialist inks of the product.and materials are used to be able We are all looking forward to Breaded Poultry seeing the new design packaging into withstand the temperatures store later this year.that the packaging has to cope This range had its own challenges,with in our customer’s oven. A lot from the ‘distress effect’ used on the Southern Fried variants toof work was done to match the the photography featuring slatecolour palette required for thissub-range by pre-approvinglloevrfeteocyviopeurers of the Premium Tier Chicken Breast and the highly vibrantThisstraight-to-ovenbaglocks-inthe colour drawdowns flavour to give you the perfect roast chicken, every time. Simply colours of the core tier.pierceonceandplaceinthesubmitted byCHICken&mushroomrisotto the AFTEr COKING Winner Convenience AFTEr COKING oven. No mess. No fuss. Just a Serves 4 Category. mouthwatering roast chicken, ready to serve whatever the Survey of 10,175 people by TNS. occasion. 1. Cook 250g of easy-cook All of these were idealForatrulygoldenfinish,cutandpeel back the bag before returning to theprinter usingrisotto as per the manufacturer's their oven for the final few minutes Freezable perfect with instructions, and at the end of cooking stir through the cooked creamy mash and chicken to warm through. root vegetables 2. Remove the risotto from the XX Servings: Each XXg serving contains for our ‘Fixed Colour1037kJ12% SALT SUGARS SATURATES FAT ENERGY heat and stir in the rocket. Low Med High Med 248kcalspecialist inks.3.Seasontotasteandtopwith of your reference intake 3.8g 5% 50g parmesan shavings and a Typical energy values per 100g: 2058kJ/498kcal drizzle of extra virgin olive oil. 8.1g 41% 9.1g 10% Palette’ print solution 0.2g 3% Fresh Class A IERCE BAG IN THE CE P NTRE HERE described below.ROASTinthebagchicken ROAST in the bag chicken ROAST in the bag chicken ROAST in the bag chicken ROAST in the bag chicken no mess, no fuss - simply pierce and place in the oven no mess, no fuss - simply pierce and place in the oven no mess, no fuss - simply pierce and place in the oven no mess, no fuss - simply pierce and place in the oven no mess, no fuss - simply pierce and place in the oven EXTRA TASTY BRITISH SMAL chicken Hand selected, basted and sealed-in for extra succulence, seasoned with spices and bell peppers SERVES 2-3 + LEFTOVERS DO NOT WASH RAW POULTRY Project: 111540_BS Chicken Roast in a Bag (Flavours) Four Colour Process: Paul Francis DHO Date: 24.04.15 Packaging Print Specialist Contact: Paul Vann [email protected] ASP No: ASP1501043 Process Process Process Process Description: SRITB Extra Tasty Small Whole Chicken Cyan Magenta Yellow Black Cutter Ref: ASP1501043U01 Visuality Group Ltd. Special Colours: +44 (0)113 213 4455 www.visuality-group.co.uk P 718 Blackboard White (suggested) Black Design Trace Design Manager ............................................ Marketing Manager ........................................ PLEASE NOTE: Final copy content, barcode, print free and varnish areas to be determined at repro 14

Since the ASDA Brand was formed The print team have worked closely development work was completedin 1965 the logo has seen many with the ASDA brand teams to and presented and a final rulechanging faces, from orange in ensure consistent representation was decided and communicatedthe beginning to the green we all of the logo across all media back to the internal and externalrecognise today. platforms from magazines through stakeholders working on “Project to web, POS through to our Lantern”.In January 2015, we announced primary and secondary packaging. The first lines are now progressingstronger branding references to We have communicated our brand through the business to land inour parent company Walmart.The colours in CXF, RGB and CMYK store in October - This is a verychange includes the addition of formats so no visual interpretation exciting time for the ASDA brand.the ‘spark’ to the top left corner, should be required.signifying our beliefs, along with Claire Armitagethe new slogan ‘Save money. Live For the primary packaging we Packaging Print Specialistbetter.’ which is also used by have had to work closely with [email protected] spark represents our senior stakeholders in design, tobeliefs, Service to our Customers, ensure the ASDA Spark brandingRespect for the Individual, Strive is clear and can be controlledfor Excellence and Act with across multiple sizes, printIntegrity. process and pack formats. Print1965 1975 1985 2015 2002 199915

PrintTraining SessionsOver the past 2 months the Print Team have been running a series of 3 print-related training sessions aimed at increasing the print knowledge of our key stakeholders both within and outside of the business.The first sessions were presented by Jason Gilmartin The third set of training sessions were entitledand were entitled ‘Introduction to Print’ and were ‘Design Considerations’ and were delivered by Clairespecifically aimed at all our in-house design team, our Armitage and Lisa Betts to our in-house design teamdesign agencies and our artwork agencies. A total of and our external design agencies.The training session30 people attended the training which was held over gave an overview of the key print restrictions that4 individual sessions.This training package covered the traditionally constrain creative design teams andhistory of print and colour theory combined with an how these can be overcome without losing designoverview of the main print processes and their relative impact whilst at the same time maintaining our EDLCstrengths and weaknesses. The training finished off approach.with a glimpse into the future of commercial packagingprinting.The second series of training sessions were entitled In addition to these 3 formal training sessions, the‘Fixed Colour Palette Printing’ and were delivered by Print Management team are arranging group visits“Professor” Paul Francis and “Doctor” David Ford over to flexo, label and litho printers to give attendees a4 sessions covering a total of 35 people. The training greater understanding of the 3 main print processeswas designed to give an overview of ‘fixed colour as well as the end-to-end packaging productionpalette’ printing using just the 4 process colours as well process.The visits will take place later on this year.as reviewing the benefits and negatives of such printing.The training package also went on to review why ASDA David Fordare increasingly moving towards this method of printing Packaging Print Specialistand the benefits that it brings to the business in terms [email protected] print quality, production flexibility and cost savingopportunities. 16

ASDA has had a pet portfolio for 15 years bu looked at since 2010,the range has been exte brand in its The design process started with customer listening groups that were designed to give insight into what our customers would be looking for in terms of new graphics and in particular the relative importance of the branding, the photography and the product attributes. Following the research,a clear design route was identified which then allowed the print team to collaborate with the design team and produce Artwork and Repro Guidelines to ensure a consistent approach from our artwork agency.This documentation detailed the colour builds for the key elements within the design taking into account the number of print processes utilised across the range of packaging formats.17

ut the Hero Dog and Cat ranges haven’t beenended several time making Hero a significants own right. Print Instruction Documents were then written and issued to all printers which detailed the Brand Colours, the colour matching hierarchy and the print finishes to avoid ambiguity when printing.Finally, when all lines had been printed we requested Claire Armitagefirst production samples of the packaging for quality Packaging Print Specialistassessment and evaluation. The ‘joined up’ [email protected] to the project resulted in high qualitypackaging and a very consistent and impactfuldesign on shelf. We are already enjoying anuplift in sales and the re-launch has been seenas a huge success. 18

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