Packaging innovation creates a premium brand experience, improves functionality and increases recyclability for a category poised for growth.

MeadWestvaco Corporation, a global leader in packaging and packaging solutions, has this week announced the launch of SmartFare™, a new package for chilled ready meals. SmartFare transforms the flimsy CRM tray into a premium, brandable experience, offering new product development professionals a way to drive trial, brand loyalty and repeat purchase with consumers seeking convenience and variety at mealtime.

Dual-ovenable, hermetically sealable and widely recyclable in the United Kingdom, SmartFare dishes and bowls stay sturdy and cool to the touch from the oven to the table for easier serving and dining. By bringing full-scale graphic design possibilities to CRM packaging, SmartFare empowers brands to bring in visual cues and experiential elements of a cuisine to create a more authentic dining experience.

Third-party researchers asked 1,263 UK shoppers if they were more interested in purchasing their CRM in SmartFare or the current CPET tray. **Consumer preference is clear.

• Converting current CRM packaging to SmartFare can grow category penetration and frequency, increasing meal occasions by 34 percent for category shoppers
• 79 percent more consumers said that meals are easy to find on the shelf in SmartFare
• 71 percent more consumers said that meals appear new and different in SmartFare
• 44 percent more consumers said that meals look appetizing in SmartFare
• 38 percent more consumers said that meals looked fresh in SmartFare

"Food manufacturers have invested heavily in the development of improved ingredient transparency and great tasting new recipes over the years, but packaging hasn't kept pace", said Diane Teer, chief marketing and innovation officer, Global Food & Beverage, MWV. "With SmartFare, the consumer research clearly suggests we have a shopper and consumer inspired solution that will help our customers unlock the full value of their investment by addressing consumer needs. By delivering differentiation at fixture, an increased freshness perception and an improved in-home experience, SmartFare is a critical new ingredient to commercial success."

SmartFare is designed to be a drop-in solution for food processors with no tooling investment required. SmartFare launched this week at London's Food & Drink Trends & Innovations Conference.

For more information about SmartFare and MWV's food packaging solutions, please visit mwv.com/smartfare.

*Datassentials July 2013 UK Shopper Study.

About MWV
MeadWestvaco Corporation is a global packaging company providing innovative solutions to the world's most admired brands in the healthcare, beauty and personal care, food, beverage, home and garden, tobacco, and agricultural industries. The company also produces specialty chemicals for the automotive, energy, and infrastructure industries and maximizes the value of its development land holdings.

MWV's network of 125 facilities and 16,000 employees spans North America, South America, Europe and Asia. The company has been recognized for financial performance and environmental stewardship with a place on the Dow Jones Sustainability World Index every year since 2004.

(Photo: Business Wire)