Sainsbury’s take the biscuit

by | 1 November 2021 | Print

The September issue of Sainsbury’s Magazine was printed and paper-wrapped in line on our presses with a biscuit inside – a first for the UK Newsstand market.

Sainsbury’s Magazine, which is published by SevenC3, made the move away from poly last year and has been paper-wrapped ever since. When the decision was made to include a biscuit with the September issue, it presented somewhat of a challenge. The client was keen to avoid the use of poly with this unusual and fragile gift, but nothing of this shape and size had been paper-wrapped before.

Working closely with Westcolour tests were run to see if we could wrap the biscuit successfully. This production was particularly challenging due to the biscuit shape and size. As the video shows, it couldn’t be fed mechanically so slowed outputs on a very tight production schedule. Mechanical expertise ensured the wrap section enclosed with a precision join and seal, without interrupting the biscuit.

The finished pack was a huge success and another first for paper-wrapping for the newsstand market was achieved – congratulations to all involved. Sainsbury’s Magazine September is out now, complete with Elizabeth Shaw biscuit.

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