Mirital wins the 2008 BEST OF PACKFORUM AWARD

International chief editors of retail publications were invited to vote for the best Packforum® packaging amongst 15 innovative European retail packs.

 Editors are asked to evaluate each
pack, giving a score between 1 and 10 for each of the following
criteria: convenience, presentation appeal, food safety,
merchandising and environmental impact.

The winner of the 2008 Best of
Packreform Award is the Simple Steps® pack which the young
Russian food processor Mirital adopted to recently launch its new
range of frozen ready meals. Voters of the award were impressed with
the merchandising appeal, food safety guarantee and remarkable
consumer convenience.

Established in 1996, Mirital is a young
food company present on the Russian market with two main. The new
Mirital range of ready meals packed under Simple Steps® was
launched in July 2008 and sales have reportedly sky-rocketed.

Simple Steps® is a vacuum skin pack
(VSP) which combines the benefits of “sous vide” cooking with
microwave convenience in a hermetically closed pack. It offers taste
and texture preservation, tenderness enhancement, superior
convenience, reliable shelf-life, high product visibility and a
striking second skin effect for outstanding appeal in the retail
case. The pack keeps the meal components looking juicy, fresh and
easy to serve once heated.