New Look for Packaged Poultry

The Black Farmer brand and packaging solutions specialist RPS (Rovipak Packaging Solutions) have struck a partnership in order to present whole chickens in a different way.

Already launched at several leading multiples, The Black Farmer Ultimate Roasting Chicken has been packaged using the RPS innovative 'dome' concept.

The Black Farmer speciality brand chose the RPS chicken dome to present a corn fed bird enrobed with smoked streaky bacon and Tarragon farmhouse butter.

A spokesman for RPS, said the new packaging was invented to transform the presentation of whole chickens, and solve the problem of leaky stretch or shrink wrapping, crinkled labels, and product wastage.

Instead of a shallow tray with film wrapped over it, the dome is a clear, rigid shell closely following the contours of the bird.

Weld sealed film underneath prevents product juices seeping out and also extends shelf life from eight days with conventional packaging to 12 days. A generous flat surface area on the dome allows labels to be applied by an automated process with no creasing of product information, while anti-fog properties ensure great product visibility.

RPS managing director, Trevor Potter, is delighted with the first ever application of the dome.

He said: "The Ultimate Roasting Chicken has seen a successful launch with a continual growth in sales, proving the dome is the future for poultry presentation".

The Black Farmer Ultimate Roasting Chicken is packed by Devonshire based poultry processor Lloyd Maunder. The Dome can be produced in various sizes including a new baby format, suitable for packing fresh or cooked poussin.

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