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Asda's New Potatoes: Amcor Flexibles and QV Foods Bring an Innovative, Gentle Steaming Solution to the UK Fresh Produce Market

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AMCOR Flexibles
747 Bowman Ave.
Hagerstown, MD, 21740

Press release date: May 22, 2012

Amcor Flexibles and QV Foods are passionate about providing the very best quality and taste to consumers. When Asda in the UK decided to develop two new delicious ready-to-cook potato products, QV Foods and Amcor Flexibles worked hand in hand to deliver an outstanding solution.

QV Foods is synonymous with the growing and marketing of high class potatoes. They created two exciting new ready-to-cook offerings for Asda: New Potatoes with a splash of mint oil, topped with melting rich butter and fragrant herbs and New Potatoes with a splash of fiery chilli oil, topped with a melting sun-dried tomato and basil butter. "We wanted to ensure that the packaging which protects the Asda New Potatoes also allows for optimum first time cooking" said Kevin Woods, Group Business Product Development Manager at QV Foods.

Amcor Flexibles provided the perfect solution with its Amcor ProtectValve self-venting system for microwave cooking. This easy-to-use system integrated into the lidding film means that the pack does not have to be pierced. It gives improved cooking results as it allows pressure to be built up inside the pack, steaming the product gently in its own juices and helping vitamin retention. The reduced cooking time versus conventional boiling significantly reduces the amount of energy used and it is also safer for the consumer as steam will only escape from a designated point on the lid - thus avoiding the risk of scalding. Amcor Flexibles has used its well-known P-PlusŪ film in conjunction with the ProtectValve bringing enhanced shelf life as well as superior quality. "Not only have we delivered a perfect solution but also an innovation for UK consumers" says David Mayers, Sales Manager Fresh Produce, Amcor Flexibles Europe & Americas. "This is the first time Amcor's ProtectValve has been applied to lidding material for fresh produce in the UK." he added. Asda launched the two New Potato ready-to-cook recipes in April 2012 in both 360g and 590 g for the butter and herbs product and in 360g for the sun-dried chilli product. Amcor Flexibles Fresh Produce division is the original and leading supplier of solutions for the Fresh Produce market with a dedicated team of experienced food scientists across Europe and focus on customer partnership.

About Amcor Flexibles Europe & Americas
With 69 plants in 23 countries, Amcor Flexibles Europe & Americas, a division of Amcor, is a market leader and the world's largest supplier of flexible packaging. We deliver innovative packaging solutions and provide enhanced quality products for the food, beverage, pharma, personal care, medical and industrial markets. Its award winning approach towards sustainability makes Amcor Flexibles Europe & Americas the preferred partner for customers looking for responsible packaging solutions. For more information visit

About Amcor
Amcor Limited is a global leader in responsible packaging solutions, employing more than 33,000 people worldwide, operating in 42 countries across 300 sites. Amcor supplies a broad range of plastic (rigid and flexible), fibre, metal and glass packaging solutions to enhance the products consumers use in everyday life. Amcor also provides packaging-related services that help customers succeed through collaboration and innovation driven by art and science. Amcor is headquartered in Melbourne, Australia and is listed on the Australian Securities Exchange. For more information visit

About QV Foods
QV Foods is a wholly owned subsidiary of its parent company, AH Worth, a family business based in Lincolnshire. It operates from purpose built factories in Holbeach - Lincolnshire, March - Cambridgeshire & Inchture - Perthshire, whilst farming 4,500 acres of prime Lincolnshire land. QV offers a wealth of knowledge and expertise throughout the supply chain of fresh and prepared potatoes and vegetables. Our asset base and business structure provide a sound basis for continued growth. We continually reinvest in source development, new product offerings and varieties to ensure that the business remains at the forefront in product development and innovation. The management team prides itself in understanding each customer's unique demands and tailoring services to exceed expectations. For more information visit

David Mayers
Sales Manager
Amcor Flexibles Europe & Americas
Fresh Produce
T: + 44 7966 536394

Kevin Woods
Group Business Development Manager
QV Foods/Fresh Approach
T: +44 7740025992

Communication Manager
Amcor Flexibles Europe & Americas
Fresh, Dairy, Capsules
T: +33 6 07 11 22 86

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