Vitana is a modern food company that currently employs 600 people.
The history of Vitana goes as far back as 1919. In April 2013, it became part of the Norwegian multinational Orkla ASA – a leader in the Scandinavian branded food market. Their current portfolio consists of more than 300 types of products, manufactured in Byšice, Varnsdorf, and Roudnice nad Labem.
Representatives from Vitana attended a seminar on variable data that we held at the beginning of 2018. Even during the presentation, it was obvious that we were on the same page. Vitana asked us to produce sleeves for steak sauces. At first we toyed with the idea that each jar would be completely unique. Thanks to our print data editing software, we are able to create infinitely long variations of different packaging. Imagine a package on the shelf that contains the same product – the same steak sauce. But the difference is that each jar has distinctive colours, so customers can make a more emotional choice.
Each steak sauce can thus have its own unique style. We were ready for the customer and presented our version of "Mexico" style sauces. Our version of the wrapper was quite striking, although we eventually opted for a more conservative style.
However, we got a pleasant surprise from the Vitana marketing department when they presented their idea. Letís get our steak sauces "GORILLING" on the BBQ. Can I introduce you to a cheerful grilling gorilla? The aim was to create a colourful, cheerful shrink sleeve in small batches that would change the design of the existing packaging.
A brilliant idea, so why not simultaneously take advantage of our technology and the benefits of digital printing?
Quick production of a test batch. Within 7 working days, the 3D deformation simulation of the print data was carried out and then tested in the production plant, with the assistance on our part of expert technical supervision. Unfortunately, the first test did not turn out well, but we stuck at it. For the next test we brought samples on 3 different materials. One worked – and we had our winner.
Low order volume and market implementation. Based on the successful test, a total of 18,000 pieces with 4 motifs were ordered. Production went without any major complications and the product was launched on the market. In the following weeks we verified that the project was working on the market, and that sales of the product were climbing. This helped us to get 2 new flavours in the next order, which were newly graced with the gorilla.
Zero input costs for pre-press preparation. Thanks to HP Indigo digital technology, we are able to react flexibly to any changes in legislation and other graphic modifications requested by the customer. Delivery dates for orders of new designs and for recurring production remain the same.
Printing direct colours. Today we are able to print 98% of all Pantone colours, so there was no problem when printing the logo.
Colognia is a market leader in innovation and print technology. In terms of our production portfolio, we are able to offer our customers a really wide range of options – from conventional printing (mainly flexographic printing and screen printing) through to the latest digital technologies.
Thinking about how best to convey this information to existing customers, or to invite new potential customers and partners on board, we held our first seminar in January 2018 to introduce the possibilities of variable data printing with HP Indigo WS 6800 digital technology and HP SmartStream Mosaic software. We wanted to approach a strong partner with whom we could grow together. In fact, we established cooperation with one of the largest Czech food producers – Vitana a.s.
Thanks to this project we gained additional essential experience that will move us forward. Do not be afraid of bold ideas. Try to implement them with us. Maybe we can tell your story, too...
"Digital printing opens up new opportunities to reach customers and respond more flexibly to market trends. We are already feeling the shortening lifespan of designs, pushing us into smaller and smaller print runs. Before the start of the g(o)rilling season, the use of digital printing was the obvious choice. A limited edition with a low print run was the first step, and judging by the positive feedback from both internal and external customers, we are confident that in future we will also be applying variable data, which will take communication with the customer a step further. At the same time, we appreciate the flexible way that Colognia responded to our requests, and their creative approach in developing the designs."
– Katka from Vitana