All-in-one package for fondue

A steel can with a carefully selected coating capable of resisting the sour and salty components of cheese fondue brings novelty and convenience to the category.

Pfw 1714 Gerard Fondu

Convenience and fun are the hallmarks of a new package for an All-in-One cheese fondue from Switzerland’s Emmi. The 400-g portions in a deep-drawn microwavable steel can are currently available only in Europe. But the firm tested the concept in select Safeway stores in the U.S., where it was a big hit. So it’s only a matter of time—on the list of things to do is the installation of a new high-volume filling and packaging line—before the ready-to-heat-and-eat cheese fondue is making its way from Emmi’s plant near the Swiss capital of Bern to store shelves in the U.S.

According to Emmi’s Project and Engineering Leader Andre Zaugg, everything about this launch says this is not your father’s fondue. “Hot cheese fondue has always been promoted with a very traditional and predictable Swiss mountain look,” says Zaugg. “Here the idea is to go for more of a contemporary, fun, party approach. This fondue package is saying that inside every consumer is a fun dude, like the ninja type character in the package graphics. We’re changing the story to a party and fun moment instead of the more traditional approach that had traditionally been taken.”

The All-in-One approach is the key. Traditionally the consumer needs to own a container in which to heat the fondue, a holder to support the container over the source of heat, and the source of heat, which is usually a candle. With Emmi’s new launch, all these components—a microwavable steel can of cheese, a holder on which the can rests when it comes out of the microwave oven, and a candle—are conveniently enclosed in the package. The only thing needed is the veggie, or fruit, or bread for dipping into the warm cheese.

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