Major international chocolate manufacturers are increasingly using sophisticated packaging concepts to create strong brand images for their products. Recently Kraft Foods, the world's second biggest chocolate manufacturer, transformed its Aladdin Gold range into an exclusive brand through the introduction of a new packaging concept. Stora Enso worked closely with the company in its role as packaging material supplier. 

The new Aladdin Gold package was created in close collaboration between Kraft Foods (Sweden), packaging manufacturer A & R Carton, and Stora Enso. The box is made from Performa CTMP board, which is specially developed for confectionery products.

Creating distinctiveness
Increasingly chocolate manufacturers are seeking to make clear distinctions between their brands. Kraft Foods, itself has a number of leading brands world-wide including Milka, Toblerone, Suchard, Cote d`Or and Marabou. Its aim in designing the new package was to set Aladdin Gold apart from its general Aladdin brand, which alongside the Marabou name, is perceived as a volume product.

"The main thing is to ensure that the new selection of chocolates doesn't compete for the same markets with its parent brand. The Aladdin Gold box is now clearly distinguishable as a premium product on shop shelves," says Krister Einarsson from the packaging development unit at Kraft Foods.

Effecting the transformation for the spring launch also involved adding new chocolate temptations while preserving half of the familiar classics. The company also reduced the main box size from 340 g to 240 g. Other box sizes will also be launched this year. The structure of the package changed to a classic Scandinavian-style with good colour rendering to reflect its luxury appearance.

Krister Einarsson notes the package's odour and taste neutrality. The company tested a variety of board grades and Performa White was selected from the Performa CTMP board family for the Aladdin Gold box. Besides having good odour and taste properties, Performa White is a very bright board, and ideal for packaging where some of the board surface is left unprinted.

Joakim Stockhaus, Sales Director of Stora Enso Scandinavia Packaging Boards, emphasises that co-operation between Stora Enso, Kraft Foods and A & R Carton has been of crucial importance. Stockhaus says that confectionery rebranding is an opportunity for the company because the Performa CTMP product family is specifically designed for packaging odour and taste sensitive products. Currently the board is used by all of Scandinavia's leading chocolate manufacturers.


For further information, please contact:
Stora Enso Scandinavia AB
Mr Joakim Stockhaus
Box 70395
SE-10724 Stockholm
SWEDEN
Tel: +46 8 613 6743
Fax: +46 8 613 6770
E-mail: joakim.stockhaus@storaenso.com

Stora Enso Oyj
Mr Yrjö Aho, Vice President
Special Food Packaging Boards
FIN-55800 Imatra
FINLAND
Tel: +358 2046 121
Fax: +358 2046 24767
E-mail: yrjo.aho@storaenso.com

Stora Enso Australia Pty Ltd
Mr Alan Rochford
Level 17, NCR House
8-20 Napier Street
AUS-North Sydney NSW 2060
AUSTRALIA
Tel: +61 2 9955 4855
Fax: +61 2 9955 7933
E-mail: alan.rochford@storaenso.com

Stora Enso Belgium
Mr Stefaan Temmerman, Sales Manager
Airport Business Center
Vuurberg 80
B-1831 Machelen (Diegem)
BELGIUM
Tel: +32 2 715 0471
Fax: +32 2 715 0479
E-mail: stefaan.temmerman@storaenso.com

Stora Enso Deutschland GmbH
Packaging Board
Mr Wilfried Schmahl
Feldmühleplatz 1
DE-40545 Düsseldorf
DEUTSCHLAND
Tel: +49 211 581 03
Fax: +49 211 581 2175
E-mail: wilfried.schmahl@storaenso.com

Stora Enso France S.A.
Mr Alain Piattier / Ms Maila Grastilleur
15/25 Boulevard de l'Amiral Bruix
F-75782 Paris Cedex 16
FRANCE
Tel: +33 1 5364 79 00
Fax: +33 1 5364 79 90
E-mail: alain.piattier@storaenso.com / maila.grastilleur@storaenso.com

Stora Enso Italia srl
Mr Renato Somekh
Via A. Volta, 16
I-20093 Cologno Monzese
ITALY
Tel: +39 02 251 514 74
Fax: +39 02 251 514 59
E-mail: renato.somekh@storaenso.com

Stora Enso Nederland b.v.
Mr J.W.Klarenbeek
Postbus 12386
NL-1100 AJ Amsterdam
THE NETHERLANDS
Tel: +31 20 650 5555
Fax: +31 20 650 5622
E-mail: jan-willem.klarenbeek@storaenso.com

Stora Enso North America Corp.
Mr Michael Walsh
Two Landmark Square, 3rd Floor
Stamford, CT 06901-2792
U.S.A
Tel: +1 203 356 2300
Fax: +1 203 356 2343
E-mail: michael.walsh@storaenso.com

Stora Enso Polska Sp. z.o.o.
Mr Henrik Stjernvall
Ul. Ostrobramska 75 c
PL-04-174 Warsawa
POLAND
Tel: +48 22 611 3610
Fax: +48 22 611 3650
E-mail: henrik.stjernvall@storaenso.com

Stora Enso (Schweiz) AG
Mr Alexander Meyer
Hohlstrasse 535
CH-8048 Zürich
SWITZERLAND
Tel: +41 1 435 3838
Fax: +41 1 435 3830
SWITZERLAND
E-mail: alexander.meyer@storaenso.com

Stora Enso UK Ltd.
Packaging Boards
Mr Roy Bray
1 Phoenix Place, Phoenix Centre
GB-Nottingham, NG8 6BA
UNITED KINGDOM
Tel: +44 115 964 7100
Fax: +44 115 964 7170
E-mail: roy.bray@storaenso.com

Kraft Foods
Mr Krister Einarsson
SE-19430 Upplands Väsby
SWEDEN
Tel: +46 8 627 1560
Fax: +46 8 627 1775
E-mail: keinarsson@krafteurope.com

Press release images