Canada Bread Co. captured consumer attention and higher retail sales with metallized film packaging for its Dempster’s brand. The packaging recently was named Metallized Product of the Year by the Association of Industrial Metallizers, Coaters and Laminators.
Glitzy wrappers are more closely associated with beauty aids than bread, but the eye-catching effect is the same. In what is believed to be the first North American application of metallized low-density polyethylene (LDPE) to package white bread, Canada Bread Co.'s Dempster's brand not only significantly boosted sales, it recently captured product of the year honors from the Association of Industrial Metallizers, Coaters and Laminators (AIMCAL).
Etobicoke, Ont.-based Canada Bread introduced the silver-colored bilingual bags to Canadian consumers in March 2003. Besides grabbing attention, the package proved to be a powerful sales tool: 59 percent of respondents in a consumer survey indicated they would choose the Dempster's package over comparable brands, and three-quarters believed the package extended shelf life.
While spraying a mist of pure aluminum heated to 1,400