The cup for the tea sausage of the Rügenwalder Mühle is THE packaging success story of the popular food brand. In retrospect, the new packaging was also one of the reasons for the subsequent image change of the company – away from the traditional sausage brand oriented towards craftsmanship to a contemporary and health-oriented food brand.
Packaging the tea sausage in a resealable cup had sustainably improved user behaviour and exploded sales. Today, Rügenwalder Mühle’s products are not only increasingly purchased by traditional buyer groups, new user groups also feel better addressed and are convinced by the product quality. In this way, the brand remains young and its success is sustainable.