Moe's Southwest Grill chooses PET clamshell produced by Precision Plastics for its Five-Layer Dip, one of 17 new products it has launched at BJ's Wholesale Club, wants packages to appeal, function, align with Moe's brand

Bdebbie Garcia

LOS ANGELES , November 3, 2011 (Industry Intelligence) – A polyethylene terephthalate (PET) clamshell package has been chosen by Moe’s Southwest Grill for one of the 17 new Tex-Mex products it has introduced at BJ’s Wholesale Club Inc.’s 190 retail locations, reported Packaging Digest on Nov. 1.

The PET clamshell made by Beltsville, Maryland-based Precision Plastics Inc. will be used for Moe’s Five-Layer Dip. The package provides a clear view of the contents, while a colorful label that reads “Five fingers, five layers. Coincidence?” maintains the company’s quirky attitude.

In 2010, Moe’s joined with Westborough, Massachusetts-based BJ’s Wholesale Club to expand its retail products and began to determine the packaging that would not only perform well on store shelves but also reflect the restaurant chain’s whimsical character, Packaging Digest reported.

For the 17 salsas, dips, dressings and other items it will launch at BJ’s Wholesale Club, Moe’s wanted the packages to appeal, function, differentiate yet align with the Moe’s brand, and protect the products throughout the retail process, said Paul Damico, president of Moe’s.

The packaging also had to help draw interest from those familiar with the Moe’s brand as well as those who weren’t, said Damico, reported Packaging Digest.

A low price point of US$4.99 to $8.99 and colorful packaging that includes humorous printed messages in the label are meant to encourage shoppers to try the products. The brand’s Chunky Guacamole comes with the tagline “You Guacing to Me?” and Chipotle Range Dressing is labeled with “What’s happening, hot stuff?”

Moe’s, which is owned by Atlanta, Georgia-based Focus Brands Inc., is a fast casual restaurant chain that distinguishes itself by its atmosphere of fun and creative ways to serve Tex-Mex food, Packaging Digest reported.

The primary source of this article is Packaging Digest, Oak Book, Illinois, on Nov. 1, 2011.

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