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Skymark develops new packaging format for Kimberly-Clark’s Andrex product portfolio

Published 05 March 2015

Embossed, plain and printed flexible films manufacturer Skymark has developed a new packaging format for its range of Andrex toilet tissue along with Kimberly-Clark.

andrex

Skymark used blown extrusion and printing technologies to enhance the product's visual architecture and to increase its shelf appeal.

The new packaging will see the Andrex Puppy graphic coupled with Skymark's high definition flexographic print.

The revamped packaging is part of Kimberly-Clark's £60m investment aimed at enhancing consumer experience.

Skymark, Ilkeston specialises in producing multi-layer blown polyethylene films that are used in applications like lamination and general-purpose films to a width of 2.6 metres.

Skymark director Paul Neath said: "By working closely with the Kimberly-Clark Andrex Marketing, Graphic & Technical Teams, we have been able to develop new elements to the packaging that create shelf appeal and consistency.

"When combined, these changes improve the shopper experience by creating an aisle that is not only more engaging but simpler to navigate. In addition, the complementary moist and dry toilet tissue products are now aligned and can be displayed together on shelf."

The company said that not only will the specialist film offer Kimberly-Clark's products a better appearance, it will also optimise product processing within their toilet tissue production facilities.

Kimberly-Clark Andrex marketing director Karel van der Mandele said: "The updated packaging will interrupt the shopper gaze, while new visual cues for each product will inform and educate the shopper.

"The re-launch will encourage purchase of both dry and moist products to add value back into the market."

The company started to roll-out the new portfolio in February and is expected to complete it by April 2015.


Image: The revamped look of the Andrex product portfolio. Photo: courtesy of Skymark.