Product packaging supports supermarket chains' strategic focus

When the company behind more than 1,200 Danish supermarkets made a strategic decision to provide more fresh, ready-to-cook meal options to meet the needs of its busy customers, Plus Pack proved a natural partner.

COOP Danmark A/S is a leading consumer goods retailer that operates five large supermarket chains. One of its hallmarks is well-assorted delicatessens and butcher’s departments that reflect consumer demands.

Plus Pack’s Ready2Cook® range allows COOP’s in-store butchers to prepare ready-to-cook meals in new, appealing ways – either by mixing all main ingredients of a dinner or side dish in a container, or simply by adding cut meat to a container with ready-cut vegetables and potatoes prepared by a sub-supplier.

In either case, customers simply choose a dish from the cold counter, then heat the meal at home. The convenient solution lets them enjoy a delicious home-cooked meal made from fresh ingredients – with minimal time and effort.

An inspiring partnership
“Plus Pack has been a valuable partner through the entire process. They have listened carefully to our needs and design requests for containers and lids, and the Ready2Cook® meals have improved our cold counter selection”, says COOP’s SuperBrugsen chain consultant Lars Bek Andersen, who helped introduce Ready2Cook® to SuperBrugsen supermarkets.

Appeals to all age groups
The meals appeal to all age groups, including young kitchen rookies, busy families juggling careers and family time, and elderly couples. For them, the ready-to-cook meals are a nutritious alternative to the local pizzeria or burger joint.

“By choosing Ready2Cook®, consumers do not have to make an extra pit stop after the supermarket to pick up their dinner, and preparing the meal takes no longer than waiting for a takeaway order. Most importantly, the meal is healthy and nutritious – something more and more consumers want”, says Lars Bek Andersen.

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Ready meal food packaging