Walkers Shortbread Ltd.

Tesco Savoury Snacks Range


Walkers Shortbread Ltd.

In 2010, Walkers Shortbread decided to redesign an existing biscuit pack in order to add value and functionality to the packaging for their customers.

Macfarlane Labels worked closely with Walkers to design a resealable label that could be applied to the flow wrap packs.

Working alongside Walkers, Macfarlane Labels trialled the Reseal-it® pre-applied system onto their existing film. This solution meant that Walkers benefited from an economical, quick and investment free packaging development. The new Reseal-it® label offers Walkers:

  • Easier to open packs
  • Consistent resealable packaging
  • Optimum product freshness.

Following its initial success, Walkers have now rolled out Reseal-it® solutions across a wide range of biscuits and packs, which are sold in the UK and USA.

Tesco Savoury Snacks Range

Following the successful launch of Reseal-it® within the soft fruit sector at Tesco, Macfarlane were asked to work with the Tesco design team and its food packers to create a Reseal-it® solution for a new snack pack range of savoury picnic and pastry products, including cocktail sausages, pasties and sausage rolls.

The challenge was to develop a resealable concept that:

  • Is consumer friendly – easy to open and close.
  • Helped to reduce food waste – date codes had to remain visible.
  • Maintained the product and brand integrity.
  • Helped to reduce packaging waste.
  • Provided shelf appeal.

We worked closely with the chosen food packers and FFP Ltd., who supplied the Esterpeel lidding film, ensuring that the Reseal-it®, pre-applied film ran smoothly through the packing lines, with no compromise to speed or quality.

Tesco were very happy with the results and the product was launched nationwide in September 2011 and continues to be a popular product on the shelves.


Warburtons is a British family-owned baking company founded in 1876 and is the largest bakers in the UK.

Warburtons are pioneers of the industry and ambitious market leaders, always seeking to challenge themselves and convention. Following a successful introduction of Thins in to the UK market, Warburtons decided to rebrand the product to add value to the packaging and enhance the functionality for the consumer.

In 2015, Macfarlane Labels worked closely with Warburtons to design easy to open and close labels that would help to differentiate their products from the competition.

Reseal-it® technology was initially applied to the largest nine-packs. The Reseal-it® pre-applied system was applied to their existing film. After a successful period in the market, the entire range was rebranded and new packaging artwork was developed to highlight the benefits of Reseal-it®. The new range was launched in February 2016.

Main benefits:

  • Reseal-it® provides a clean, functional opening device which is ideally suited to the Thins product.
  • It allows easy opening to access the bread and allows the consumer to cleanly reclose the pack.
  • Reclosing the packs allows optimum product freshness for the life of the product.

A series of meetings were held at the Warburtons bakeries to ensure a smooth introduction of Reseal-it® technology to their product line.