Thomas Tan
Massimo Bread has launched laser-sealed tamper-evident packaging, a major step forward in the commercial bakery industry, to address consumer concerns on product safety and integrity that have become the most crucial aspect grown during the Covid-19 pandemic.
The Italian Baker Sdn Bhd, the Malaysian bread manufacturer of the brand Massimo, invested RM1 million in the laser-seal tamper-evident packaging technology from the USA to ensure consumers get peace of mind when making their bread purchase as the tamper-evident packaging helps to alert consumers to any visible alterations to the product.
Jeremy Goon, managing director of The Italian Baker, said the tamper-evident packaging further uplifts product integrity, food safety and quality assurance for consumer safety and satisfaction.
“Towards the end of 2019 a social media challenge in the USA had pranksters opening food products and deliberately contaminating them via grossly unhygienic behaviors before carefully placing the contaminated products back for unwitting consumers to buy. The risk of such pranks, and its possible effects on consumers especially during the Covid-19 pandemic required us to increase product safety and integrity. We quickly found a solution to safeguard our customers but with global lockdown restriction, it has taken us a longer time to implement,” said Goon.
Goon said the laser seal tamper-evident technology was specifically designed to make any tampering clearly visible.
“Massimo is a consumer-centric organization that always considers safety, practicality and functionality of our packaging. The laser-seal packaging we use is easy for legitimate users to open while clearly showing any attempts to break the seal by non-users.
“In Malaysia, only Massimo has tamper-evident bread loaf packaging to ensure hygiene and product safety which is our priority for consumers to get peace of mind when making their bread purchase. Confidence in its safety is important because Massimo cares,” added Goon.
The new tamper-evident packaging, sealed for consumer safety will be rolled out across all Massimo bread loaves, beginning 26 Feb 2021.
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