The conventional, envelope-like folding wrap is a classic, but with weaknesses. The traditional butter wrap is not sealed, not optimally protected, not secure from being tampered with, allows for loss of flavour, and allows for oxidation, reducing taste quality and shelf life. It also leads to the greasy, buttery fingers that people experience when opening the classic, decades-old, butter wrap. FreshPack is the name of the patented packaging solution that equipment manufacturer Alpma has developed. It is the reinvention of a butter wrapping method that has remained unchanged for decades. “We have heard time and again from our customers that they are looking for alternative packaging, to solve these old problems and give a new pack style and fresh experience,” says Franz Glas, Alpma division manager for cutting and packaging technology. In contrast to the classic butter wrap, FreshPack offers all- round sealing, which creates protection against tampering – and creates confidence in the consumer. The seal also protects the butter from oxygen exchange. “As a result, the aroma is retained in the product much better,” according to Glas. “When you open the packaging, you have a fragrance experience. You can smell and taste that the butter is fresher.” The package allows butter to develop its full flavour. And at the same time, it fulfils the promise of freshness that the packaging makes as soon as it is opened. The opening of the pack is also a new sensation, such as the jam jar that cracks on opening. The practical easy-open tabs make it possible to peel open the butter quickly and easily. Greasy fingers are a thing of the past due to easy opening.