Elefante is produced by Cargill Brazil, one of the largest food companies in Brazil. For decades, the tomato paste was sold in a metal can, but the packaging has now been transformed into a modern, sturdy and good-looking plastic pot of top quality, developed and produced by Berry Superfos.
“Cargill is a very well-established company. After all, our history goes back 150 years and the Elefante trademark for tomato paste is more than 75 years old; everybody in Brazil knows it,” explains Brayan Luque, Cargill Brazil’s Marketing Analyst and Product Manager. “However, we wanted to add some zest to tradition and create something brand new. It was a daring move to swap the traditional can with a plastic pot. Fortunately, it proved to be a wise choice and is extremely successful.”
The Berry Superfos solution comprises a plastic barrier pot with a lid which is easy to open and close. The quality of the pot and lid means that the tomato paste stays fresh and delicious for longer when opened at the end user’s home.
Another advantage is the slightly oval shape of the pot which makes it effortless to empty with a spoon and means that no paste goes to waste. In addition, while the Elefante pot is made of PP (polypropylene), which is a widely recycled material, it is also suitable for repurposing at home. Even when finished, therefore, the pot is still of value to consumers, and on social media, people are enthusing about the fact that it is great for multiple uses at home, such as a food storage container.
“We are more than satisfied with the end-user response to our new packaging,” says Brayan Luque. “The idea was to update the look and feel of our beloved Elefante brand; it was not to increase sales, but in fact this is precisely what has happened. Our sales are increasing every month.
“Cargill Brazil looked for technical expertise within thermoforming and innovative barrier protection,” he continues. “From a prior business relationship, we knew that Berry Superfos could offer just that and was a market leader in the field. This contact was decisive for the success of our packaging project.”
“The success of this project demonstrates how plastic remains a very relevant material for today’s packaging solutions, enabling brands to create a fresh, modern image while continuing to deliver important sustainability benefits such as product protection, reduced food waste and repurposing,” comments Søren Rohleder, CEO of Berry Superfos.
The hard work involved in rebranding and perfecting the packaging design has been officially rewarded. Recently, the pot was honoured with a prize from a packaging trade magazine, EmbalagemMarca. Furthermore, it received another prize based on Brazilian consumer votes.