Developed in partnership with Bakkavor, the new fibre-based three-cavity tray rethinks the traditional ready-meal format by moving beyond equal portion sizes. Instead, the design introduces three distinct cavity dimensions, carefully created to showcase ingredients more effectively while delivering a more balanced and premium presentation on shelf.

The format was designed to help elevate the overall consumer experience, giving ITSU the opportunity to bring a more authentic, restaurant-inspired feel to the supermarket ready-meal category.

Created within a demanding development timeline, the tray was engineered to remain fully MAP-compliant, ensuring the performance and freshness standards required for chilled ready meals were maintained without compromising visual impact. The result is a disruptive new packaging format designed to stand out in a highly competitive retail environment while supporting more sustainable packaging goals.

Reflecting on the collaboration, Bakkavor commented: “The idea was to create a format that was new and disruptive to the category. The timeframe was short but throughout the process, the team at Alexir were very engaging and supportive all the way through from ideation to delivery.”

The project highlights how Alexir and HALOPACK continue to drive packaging innovation together, developing smarter fibre-based solutions that challenge category conventions while meeting the evolving needs of both retailers and consumers.