The large British retailer Marks & Spencer fills compotes and creams in cups from Greiner Packaging. For this reason, a soft-touch label has been created to yield a new haptic or touch sensation. The surface of the label is slightly matt and stimulates an affinity with the product at first touch.

Kremsmünster, February 2007. – In neurology, the term haptics is defined as the active perception of a surface. During this process, important signals are perceived by the skin and transferred to the human brain.

Soft-touch label
The haptic or touch experience is one of the characteristics which distinguishes consumer products. This offers new chances for the new soft-touch label. The innovative label has a slightly matt surface. From the very first touch, it creates a pleasing sensation and at the same time, stimulates recognition of the product. The label’s extensive surface allows for the display of impressive photos and considerable amounts of product information, such as ingredients and nutritional value.

Uniqueness thanks to decoration
Greiner Packaging is continuously enlarging its range of services in the field of decoration. The soft-touch label offers many additional design chances. Robert Obermayr, Market-Product Manager for k2 products, explains: “The shelves are the point of sale – the point of decision. At this point, uniqueness is a more decisive factor today than ever before. The decoration of packaging creates great possibilities for bringing this substantial aspect of a successful product to life.“

Compotes and creams for families
Marks & Spencer uses the soft-touch label of Greiner Packaging on transparent cups made out of PP, which hold 500 grams. The new packages hold compotes and creams, which are exclusively distributed in “Marks & Spencer Retail Stores“. With about 375 stores, Marks & Spencer is one of the largest retailers in Great Britain.

Corporate data
Greiner Packaging is one of the leading companies in the European packaging industry. In 2005, the company achieved annual sales of EUR 228 million or 28.7 percent of the total Greiner Group sales. Greiner Packaging employs a workforce of 2,176 employees at 22 production sites throughout Europe.