Olive Oil - Minerva
Oils Well that Dispenses Well
In Greece Olive Oil is part of the nation?s staple diet and the 5 litre tin is one of the most popular pack sizes, with a 45% share of the market.
However, consumer research undertaken by Minerva, one of the country?s leading olive oil producers, identified problems with the day-to-day handling of the tin.
While 5 litres is a convenient storage size, the oil is only used in small amounts. This means decanting the oil, usually via a funnel, into a smaller container which can be a cumbersome procedure, particularly when the tin is full.
However, consumer research undertaken by Minerva, one of the country?s leading olive oil producers, identified problems with the day-to-day handling of the tin.
While 5 litres is a convenient storage size, the oil is only used in small amounts. This means decanting the oil, usually via a funnel, into a smaller container which can be a cumbersome procedure, particularly when the tin is full.
Minerva therefore decided to seek a more convenient dispensing solution and a news item in Packaging Magazine led Purchasing Manager Nikos Zanas to Rieke Packaging Systems, Englass in the UK.
The story in question concerned Rieke's solution for dispensing beer from 1.5 and 3 litre PET bottles into a glass. Mr Zanas wondered if Rieke could apply a similar approach for Olive Oil from a 5 litre tin.
The key requirement was to provide a steady stream of product without excessive pumping of the dispenser. The 30ml dose of the Englass FND30 was selected as the most appropriate model with which to progress the project.
The technical challenge was then to find a means of attaching the dispenser to the pouring spout of the tin, a less than simple task since the maximum opening for this pouring spout was 28mm (as anything greater would weaken the top of the tin too much) and the minimum opening requirement for the FND30 was 38mm.
Rieke's solution developed over a period of close consultation with the customer was to remove the nut, which is normally used to attach the FND30 to the neck of a container, from the dispenser.
In its place the company designed a special closure collar that would screw directly onto the can spout. Rieke also developed a special fixing machine to push this new collar into place on the FND30.
To use the dispensing system, the consumer pulls out the pouring spout from the top of the tin, using the ring pull. The ring pull is then removed and discarded, along with the protective seal, to reveal the thread on the spout into which the closure collar is to be screwed. Rieke produced a special step by step diagram guide to demonstrate the procedure for assembling, taking apart and cleaning the dispenser and this was adapted for instructions on the dispenser's box.
User-friendly features for the FND30 include a special Anti-Drain Back Valve which retains oil in the pump to avoid re-priming the dispenser after its initial use and an anti-drip insert in the nozzle.
For Minerva, the dispenser is produced in a special cream colour with the company's logo printed in red.
The Minerva dispenser was a first in the European olive oil market and consumer reaction was extremely favourable. Launched as a special promotion and backed by television advertising, magazine inserts and in-store demonstrations and displays, Minerva sold the equivalent of 40 days supply in just 25 during the course of the promotion and the company's market share of the 5 litre tin sector leapt from 13% to 23%. This made it one of the most successful promotions, not just in the Greek olive oil market but generally among all recent FMCG promotions in the country.
"Thanks to Rieke Packaging Systems, we were able to develop a unique dispensing solution with real consumer benefits that enhanced the overall image of the Minerva brand," comments Giannis Bouras, Minerva Olive Oil Brand Manager. "And because the dispenser can be re-used, this helps to create brand loyalty.
"The professional co-operation between Minerva and Rieke was crucial to the successful development of the project," he added.
Warren Wharton of Rieke Packaging Systems, Englass says the dispenser for Minerva ideally demonstrates Rieke's solutions-based approach.
"We rarely sell a dispenser 'off-the-shelf'," he explains. "Every customer's requirement is slightly different and we tailor our products to meet their precise marketing and brand objectives."
The story in question concerned Rieke's solution for dispensing beer from 1.5 and 3 litre PET bottles into a glass. Mr Zanas wondered if Rieke could apply a similar approach for Olive Oil from a 5 litre tin.
The key requirement was to provide a steady stream of product without excessive pumping of the dispenser. The 30ml dose of the Englass FND30 was selected as the most appropriate model with which to progress the project.
The technical challenge was then to find a means of attaching the dispenser to the pouring spout of the tin, a less than simple task since the maximum opening for this pouring spout was 28mm (as anything greater would weaken the top of the tin too much) and the minimum opening requirement for the FND30 was 38mm.
Rieke's solution developed over a period of close consultation with the customer was to remove the nut, which is normally used to attach the FND30 to the neck of a container, from the dispenser.
In its place the company designed a special closure collar that would screw directly onto the can spout. Rieke also developed a special fixing machine to push this new collar into place on the FND30.
To use the dispensing system, the consumer pulls out the pouring spout from the top of the tin, using the ring pull. The ring pull is then removed and discarded, along with the protective seal, to reveal the thread on the spout into which the closure collar is to be screwed. Rieke produced a special step by step diagram guide to demonstrate the procedure for assembling, taking apart and cleaning the dispenser and this was adapted for instructions on the dispenser's box.
User-friendly features for the FND30 include a special Anti-Drain Back Valve which retains oil in the pump to avoid re-priming the dispenser after its initial use and an anti-drip insert in the nozzle.
For Minerva, the dispenser is produced in a special cream colour with the company's logo printed in red.
The Minerva dispenser was a first in the European olive oil market and consumer reaction was extremely favourable. Launched as a special promotion and backed by television advertising, magazine inserts and in-store demonstrations and displays, Minerva sold the equivalent of 40 days supply in just 25 during the course of the promotion and the company's market share of the 5 litre tin sector leapt from 13% to 23%. This made it one of the most successful promotions, not just in the Greek olive oil market but generally among all recent FMCG promotions in the country.
"Thanks to Rieke Packaging Systems, we were able to develop a unique dispensing solution with real consumer benefits that enhanced the overall image of the Minerva brand," comments Giannis Bouras, Minerva Olive Oil Brand Manager. "And because the dispenser can be re-used, this helps to create brand loyalty.
"The professional co-operation between Minerva and Rieke was crucial to the successful development of the project," he added.
Warren Wharton of Rieke Packaging Systems, Englass says the dispenser for Minerva ideally demonstrates Rieke's solutions-based approach.
"We rarely sell a dispenser 'off-the-shelf'," he explains. "Every customer's requirement is slightly different and we tailor our products to meet their precise marketing and brand objectives."
