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Better All Round: Launch Ora, the revolutionary kitchen towel

We helped create the new Ora kitchen towel, from concept to supermarket shelves in less than 12 months [6NIB6znZQjg]
We helped create the new Ora kitchen towel, from concept to supermarket shelves in less than 12 months

Ora kitchen towel – winner of the household products category at The Grocer New Products Awards 2014.

Ora, the revolutionary new kitchen towel, was awarded best new household product in The Grocer New Product Awards 2014. PA helped to develop the product with our client, Better All Round Ltd, as well as a totally new manufacturing process from our Technology Centre in Cambridge.

The Grocer New Product Awards celebrate and reward outstanding innovation in the UK FMCG sector in both non-food and food categories. Ora was the winner in the household category chosen by consumers and a panel of product experts.

We helped take the Ora kitchen towel from concept to supermarket shelf within 12 months.

Although there has been a steady climb in market demand and penetration, the household kitchen towel sector has seen no genuine innovation since its inception in 1931. Working closely with our client, Better All Round, we have challenged the norm. We developed, and are now supplying the market with, a revolutionary new kitchen towel – Ora.

Ora has been designed to make using kitchen towels easier by layering single round sheets through an innovative stacking system. As there are no perforations, you simply lift off a sheet with one hand. Each stack contains the equivalent of two traditional kitchen towel rolls held in a waterproof card base rather than on a roll. Everyone wins: Ora’s spacesaving design and round shape means 20% less packaging, over 30% fewer trucks on the road and less space required in the supermarket and in the home. And less waste for our planet.

Driving this development – from the business design and concept to finished product in store within 12 months – has been a real achievement. With no pre-existing equipment available, we developed a completely new manufacturing process at our Technology Centre in Cambridge. Our expertise across packaging, new product development and manufacturing meant that PA could make it happen. The combination of a great concept, a great team and ultimately a great product has resulted in almost 60% of consumers surveyed saying they would switch brands and buy Ora.

Ora is currently available in selected UK Tesco stores.

Find out more about our work in consumer and manufacturing.

Contact the consumer and manufacturing team

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