German Packaging Award for the Redesign of Prinzen Rolle

Prinzerolle Redesign with reclosure on yellow background

The winner: the redesign of Prinzen Rolle with reclosure.

We relaunched Prinzen Rolle to make it even more attractive for retailers and consumers. The German Packaging Institute is also of the opinion that we have succeeded in doing so and has awarded the redesign the Packaging Prize 2019 in the category Functionality and Convenience.

The focus is on simplified pull out at the bottom of the packaging. The new closure is easy to open and close again, which keeps the double biscuits crispy longer in the packaging.

The new closure has also optimised the packaging design of the Choco Duo and wholemeal varieties. It now supports a clearer differentiation of varieties and cuts an even better figure on the shelf. The central element of the packaging as well as the advertising campaign is the claim “Simply open, simply out, simply closed” – it perfectly sums up the benefit of the new packaging.

Conclusion of the German Packaging Institute: “An all-round successful redesign with added value for the consumer”.

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