ConAgra needed a package offering both purchase appeal and user convenience for its Ro*Tel Ready to Eat Queso Dip. It found the answer in a custom-molded polypropylene cup with a shrink label.

"The attractive shrink label allows us to violate the shelf and drive better awareness with targeted consumers," says Ryan Toreson, Marketing Manager, Consumer Foods Grocery, at ConAgra Foods.

Printpack thermoforms the cup and prints the PVC shrink label in eight colors using rotogravure. During the printing process, a special adhesive is applied to enable the label to adhere to the curves of the microwavable container.

The label provides ample space for tasty product photography, as well as nutrition facts, ingredients, the UPC code, and heating instructions.