Avesthagen receives patent for packaged-food carton

Bangalore: Bangalore-based biotechnology research firm Avesthagen has been granted a patent for an innovative trapezoidal packaging design by the Indian Patents Office.

Avesthagen's patent falls under sub-category 09-03, which covers boxes, cases, containers, (preserve) tins and cans and is effective eretrospectively from 31 January 2008.

In stores stacked with a wide variety of products, as marketers make all out efforts to attract customers, a product can be distinguished by the design, shape and colour scheme of the packaging.

Avesthagen entered the retail segment in 2005 through an acquisition of the health foods business started by actress Waheeda Rehman, Good Earth Foods, since renamed Avesta Good Earth Foods.

Avesta Good Earth is now the B2C platform of Avesthagen's bioNutrition vertical, and retails the Good Earth brand of health and functional foods.

Good Earth has a range of "health foods" targeted at health conscious consumers. Good Earth "functional foods" ranges are an extension of Avesthagen's food-for-medicine programme,  wherein plant-based, clinically validated bioactives are integrated into convenient consumable formats leading to preventive personalized healthcare.

Currently, the Good Earth range comprises muesli, muesli Bars, and whole wheat crackers, including Teestar Crackers for pre-diabetics.

Aimiong to modernize the look of its popular cereal boxes, Avesthagen's design team worked on various options to develop the stylish trapezoidal look, which the ciompany says, "have helped cut the clutter on the retail shelves and created a distinct identity for Good Earth range of breakfast cereals."