Minor, Weir and Willis (MWW), a prominent UK fresh produce supplier, has reported a significant surge in sales following a strategic overhaul of its packaging design. In a move to bolster sustainability, the company has officially transitioned its “Twin Pack Ready to Eat Avocados” from traditional, non-recyclable pre-printed flow wrap to Ravenwood Packaging’s innovative linerless technology.
The project, which spanned approximately six months from initial concept to full-scale production, sought to address the dual challenges of reducing environmental impact and enhancing retail shelf appeal. By utilizing Ravenwood’s Nobac 5000L application system, the new format employs a linerless fruit lid that drastically cuts down on plastic consumption and packaging waste. The lids are printed by the Reflex Group, a Ravenwood-approved partner, ensuring the new design meets both aesthetic and functional requirements.
The transition has yielded immediate commercial success. While specific figures remain undisclosed for competitive reasons, MWW has confirmed that the sales uplift is among the strongest performance trends across its entire product portfolio. Retailers and consumers alike have reacted favorably to the sleeker, more modern presentation of the avocados, proving that environmental responsibility does not have to come at the expense of marketability.
“This project demonstrates that sustainable packaging can do much more than reduce material,” said Jan Rees, UK and Middle East sales manager at Ravenwood. “The new linerless format has given us the opportunity to completely refresh the product presentation, create greater shelf standout, and deliver something that consumers have responded to extremely positively.”
The project serves as a clear indicator of the evolving role of linerless technology within the food sector. While historically reserved for logistics and variable-information labeling, the success of the MWW partnership highlights a growing trend of utilizing linerless solutions for consumer-facing, high-volume fresh produce. By replacing restrictive flow wrap, companies are finding they can leverage the design flexibility of linerless labels to better engage with shoppers at the point of sale.
Building on this momentum, Minor, Weir and Willis is already moving to expand the technology across its broader supply chain. The company has announced plans to roll out linerless packaging for its passion fruit, mango, and sharon fruit ranges, with plans to incorporate “top fruit” categories in the near future.
As the retail industry faces increasing pressure to eliminate single-use plastics and optimize supply chain sustainability, the MWW and Ravenwood collaboration stands as a benchmark for how fresh produce suppliers can successfully pivot toward greener alternatives without sacrificing—and indeed, actively improving—their commercial performance. For MWW, the “Ready to Eat” avocado project is just the beginning of a wider transition toward a more circular and visually impactful packaging strategy.
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