FDBusiness.com

Graphic Packaging International was briefed to create a design for the new M&S Thali range, as they knew a ‘theatrical reveal’ would appeal to consumers selecting this intriguing product.

“M&S is always at the forefront of new product innovation,” commented GPI marketing manager Nikki Clark, “and educating their customers is key to their success.  Our designers worked closely with M&S and 2SFG Rogerstone Park site team to present a carton which would increase the printed surface area to incorporate comprehensive information about the new product in a highly attractive yet practical way.”

Thali – the word literally means ‘plate’ – are made up of a variety of dishes, traditionally served on a banana leaf and eaten with the fingers.   The Thali range for M&S is a complete meal in one pack, comprising one of three favourite dishes – Butter Chicken Thali, Chicken Jalfrezi Thali or Chicken Tikka Thali, – along with 4 side dishes.

GPI responded to the M&S brief with a Crash Lock End skillet that would be hand packed with the individual components.  Printed on Korsnas white material and printed both sides in 6 colours with matt varnish, the cartons feature a fifth panel, which allows for reverse print information on the product history.  Apertures on the inside panel allow the fifth panel to be raised by the consumer to view the various food recipes that make up the Thali.

The Thali range was launched at M&S HQ Waterside in November – for which GPI also produced oversized Usherette designs – and having now been introduced in store, Thali has become one of M&S big Autumn hits.