France-based natural premium pet food manufacturer Ultra Premium Direct launches Protein Boost range in Coveris’ MonoFlexE; the monomaterial PE solution for bags is fully recyclable, offers product protection and achieves premium shelf appeal

Sample article from our Packaging Industry

May 16, 2022 (press release) –

In France, one person in two owns a pet, which totals 14.2 million cats and 7.4 million dogs*.  Just like their European neighbours, the French people prefer natural pet food with minimal processing and without unnecessary additives. The healthy lifestyle trend keeps rising thanks to the recent growth of the e-commerce market in France. Since the beginning of the pandemic, it reached a turnover of 460 million euros, which represents 12% of the overall pet food turnover in France**.  

Ultra Premium Direct, a French manufacturer of natural premium pet food, has taken into account the needs of modern pet lovers and developed a new product range in France called PROTEIN BOOST. This innovative food line offers the best nutrition by combining kibbles made without cereals and freeze-dried pieces of raw chicken and trout dried in the cold. The new product range is available for online purchase at the Ultra Premium Direct’s website from December 2021.

Health and sustainability

Ultra Premium Direct approached Coveris, one of Europe's leading pet food packaging manufacturers, for their expertise in forward-thinking, sustainable packaging to support the launch of PROTEIN BOOST. Coveris’ MonoFlexE monomaterial solution for bags is fully recyclable, offers product protection and achieves premium shelf appeal. The premade bags are manufactured from a single material, polyethylene (PE), which allows easier recycling. Additionally, they guarantee the same properties as standard PET/PE materials, i.e. preservation and freshness of the food, keeping all the organoleptic properties of the kibbles for better taste.

Convenience and visibility

The range is available in two bag sizes: three and eight kilograms. "In order to meet the growing need for convenience, we equipped our bags with a top slider to allow them to be opened and closed easily and safely", said Philippe Poudens, Key Account Manager at Coveris. The matte finish of the bag allows the graphic visuals to stand out, including the dog of the famous French blogger Coralie, author of the Elles en Parlent blog, who promotes the new pet food brand.

"We are delighted to collaborate with Coveris in the launch of our new PROTEIN BOOST range. With French manufacturing of our kibbles and packaging bags, we are offering a product that is 100% made in France," emphasises Clémence Lavenu, Product Manager at Ultra Premium Direct.

The new bags will be on display at Coveris stand no. 254 in hall 6 at the upcoming interzoo 2022 trade show, taking place from 24th to 27th of May in Nuremberg, Germany.


*Le Petfood online : les tendances de consommation au cœur d’un marché qui résiste encore à Amazon

**Les belles promesses de l'e-commerce dans le petfood


Coveris is a leading European packaging company that manufactures flexible packaging solutions for some of the world's most respected brands. The company develops packaging that protects all types of products - from food to pet food, from medical devices to industrial and agricultural products. Organised in Business Units that are focussing on Films, Flexibles and Paper, Coveris is providing the perfect platform to develop sustainable packaging solutions for a greener future. Through our broad level of technical expertise, our high-quality packaging extends the shelf life of products hence helping to reduce waste and resource wastage. Together with our customers we are constantly working on new attractive and sustainable packaging solutions. Coveris operates 29 sites in the EMEA region with 4,100 employees. Coveris Group is headquartered in Vienna, Austria. 

Marion Schmitt
Marketing & Communications Manager France

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