The well-organised deep freezer
A novel concept, as the selling of individual ice creams was not common practice in retailing. The upper part of the display can be removed via a tear strip, the eight ice cream bars are positioned neatly underneath.
A deceptively simple looking carton that was ideally designed to fulfil the function of containing frozen items during transport and then being simple to convert to a display and dispensing tray so the products could be easily selected and removed. The tear off section worked well and the internal fitment held the products well and made them easy to remove when required.
In early October 2011, brand owner Unilever contacted Contego. The idea was to create a folded carton for eight separate Ben & Jerry ice cream bars. The problem was that ice cream bars had so far been placed loose in the deep freezers, which looked untidy. A solution was sought where eight ice cream bars could be placed in a folded carton and also that at least two cartons could be stacked next to each other. The basis for the packaging concept was based on a table display, a novel concept, as the selling of individual ice creams was not common practice in retailing, normally they are sold in multi-packs. The new display is supplied closed to the trade. The upper part of the display can be removed via a tear strip and the eight ice cream bars are positioned neatly underneath. Contego recommended using a “Full Kraft Board” as material as this carton offers a certain water-resistance and is also strong enough. A precise time schedule had to be adhered to following the initial contact. The first folded boxes were delivered in mid-February, and the first trays were in the shops in June 2012.