Key Summary
- New lids fully 50 per cent easier to twist open
- Over one-third of gherkin consumers empty nesters or retirees – but no torque, no sweat!
- 90% of consumers said a lid that’s easier to open encourage them to buy
Anyone planning to get their hands on Mrs Elswood gherkins will soon find them a whole lot easier to open thanks to the introduction of new lid technology by brand owner Empire Bespoke Foods.
The company is set to trial new easy-open lids on some of its most popular Mrs Elswood lines, which require only 50 per cent of the force required to open traditional lids.
“From opening the lid of a jar to the final crunch of the last gherkin, we always aim to give Mrs Elswood consumers the best possible gherkin experience!” commented Matthew Moyes, Marketing Controller.
“Lids of course need to provide a tight seal not only to prevent leakage but also to keep the gherkins at their delicious crunchy best!” he added. “You’ve buttered your baguette, loaded your fillings and need a gherkin to put the perfect punch in your lunch - the last thing you need is a jar that’s difficult to open!”
The new Mrs Elswood easy-open lids, which will roll out across selected Mrs Elswood SKUs from late summer, comprise two main parts – a central, floating panel that is vacuum sealed to the jar, and an outer ring that acts as the opening and re-closing device. The design significantly reduces the amount of torque required to open the jars, making it twice as easy to open as compared to standard twist-off lids. The technology will ensure that the contents retain all of the freshness, flavour and crunch that Mrs Elswood, the UK's Number 1 gherkin brand, is famous for.
“We recognise that difficult to open jars can be a source of frustration across all categories that use traditional jar and lid technology - but with 37.7 per cent of gherkin consumers being empty nesters or retirees, it is one that will only increase when set against an ageing population,” said Moyes.
From studies conducted by packaging technology specialist Eviosys, 90 per cent of consumers said a lid that’s easier to open would influence their future purchase decisions.
“So we worked with Eviosys to bring the Mrs Elswood difference to life,” he added. “This solution not only makes opening our pickles much easier but it enhances convenience and enriches the whole Mrs Elswood experience.”