Tayburn designs on-shelf pack for Pods pancake snack

by Julia Pearlman, Brand Republic 21-Sep-05, 08:10

LONDON – The St Andrews Cake Company is asking consumers 'are you flipping ready' for the launch of its new fruit-filled Pods pancake snack, with a shelf-ready display case designed by Tayburn.

Tayburn developed the box to hold 12 individually wrapped pancakes, with a flip up top for display, and is consistent with the graphics design on the Pods' wrapping.

The new snack is a fruit-filled double pancake that uses specialist-manufacturing technology imported from Japan. The strawberry filled variant is launching shops this week, with blueberry and raspberry to follow.

Tayburn strategic planner Heidi Muller said: "The pleasure of working with an owner-managed business like St Andrews Cake Company is that it makes brave decisions and runs with them."

Gary Henderson, brand owner, said: "The shelf-ready unit is a key packaging investment, to accommodate both trade needs and attract consumer interest to a new brand idea."

The Scottish-based food company has been marketing the product at the children's lunch market as a snack that can be carried around in a schoolbag without getting soggy.

The range was developed following a £1m investment by Kingdom Bakers Group, the owner of St Andrews. Catchline Communications was brought in to help the launch of the Pod concept by promoting it as a healthy lunchtime alternative.

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