Case Histories

To emphasize how simple and convenient it is for consumers to use this package, the Darfresh® Rigid Tray package referred to throughout this article has a new name - Cryovac® Simple Steps™ package. Learn more...

Last year, the new Smithfield Premium Entree line (heat-and-eat) entered the marketplace in convenient packaging--but not as convenient as some executives wanted. "The initial packaging was the industry standard--a tray with a microwaveable boil-in-bag insert," says Mark Willes, vice president of prepared foods for the Smithfield Packing division of Smithfield Foods. "The consumer has to take the bag and put it in boiling water or slit it and place it into a microwave. Once cooked, consumers have to remove a hot bag from boiling water or a microwave, cut it open and empty the contents onto a tray or plate."

The Darfresh solution

In addition to requiring several handling steps, this type of packaging presents potential for consumers to burn themselves. So in May, Smithfield started a limited rollout of its entree line packaged in Cryovac's Darfresh Rigid Tray to test markets in Chicago, Philadelphia, Denver and Florida. This packaging is safer because entrees are reheated and can be eaten directly from the tray.

Darfresh Rigid Tray benefits:

Product is microwavable and served in the package. For processor, food is cooked, stored, shipped and displayed in the same package. Easy open film peels off after heating. No scissors or knives needed. Controlled self-ventingallows film to expand as product heats to form a bubble - like microwavable popcorn - which then self vents. Usable handles don't overheat; package can be easily removed from microwave. Darfresh vacuum skin technology enhances presentation, requires no puncturing and allows product to be frozen without repackaging.

"When reheating reaches a certain point, the heat vents out of the side of the tray, away from the handles," Willes says. "After heating for four minutes, the consumer pulls the product from the microwave, lets it cool for two minutes, peels the top off the film and it's ready to eat."

The new Darfresh Rigid Tray also aids Smithfield during processing. The package"s rectangular face plate allows each package to drop easily into a Multivac packaging machine. Other benefits: The oblong tray is attractive enough to serve directly from it, and the oval shape allows for better re-thermalization.

Smithfield gives high marks to Cryovac for doing its homework.

"They went to consumers and the majority of retailers in the marketplace for input on this system," Willes adds. "Then we told them what we wanted in the process and design of the tray. They have been a partner with us in developing and testing the entire concept. I"m not aware of another system that allows an entree to be as conveniently served as Darfresh does."

After the limited rollout has been completed, Smithfield plans to institute a full rollout of its entree line in this new packaging within four to six months.

Willes says the entrees themselves will be the deciding factor on the line"s success, but the added convenience of the new packaging will allow consumers to have a unique culinary experience thanks to packaging that's truly convenient and easy to use.

"If we accomplish that," Willes says, "we"ve hit a home run--a grand slam."

To emphasize how simple and convenient it is for consumers to use this package, the Darfresh® Rigid Tray package referred to throughout this article has a new name - Cryovac® Simple Steps™ package. Learn more...