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Crown, IBC create new packaging for French biscuit brand

Crown’s business unit Crown Speciality Packaging North America has teamed up with International Biscuit and Confections (IBC) to build new holiday packaging for a French biscuit brand Loc Maria sold in club stores across North America during the holiday season.

Crown and IBC developed a shaped metal tin with an embossed design and finished in red color, creating a new look that reflected the quality of the cookies and enhanced shelf impact. The container can be reused for storage or display purposes, once the biscuits are consumed.

IBC could improve its own sustainability scorecard with the use of the 100% and infinitely recyclable metal as the primary package for the biscuit brand.

Crown Speciality Packaging US director of marketing Sheila Heath said the company worked with IBC to design a package that combined aesthetics and functionality.

"We paired the creative element with a comprehensive support program at every step in the production process to speed the product to market, build brand loyalty with consumers and fortify IBC’s relationships with retailers," Heath added.

Crown said the Loc Maria biscuits have also been exported from the US and sold in Canada, Mexico and new locations in Taiwan and Japan.