Flower & White partners with i2r for muffin wraps

Shropshire-based aluminium foil tray manufacturers, i2r Packaging Solutions, is supplying artisan culinary brand, Flower & White, with tulip muffin wraps for its expanding ‘Muffinz’ range.

Flower & White, creators of award-winning meringues and cakes, use the latest flavour innovations and the best quality ingredients to create its handcrafted products. Known best for its Merangz and Tweeners brands, the company formed in 2009 as The Little Round Cake Company, rebranding as Flower & White in 2015.

Leanne Crowther, co-founder of Flower & White, said: “Not only do i2r deliver a quality reliable product, we have built a good working relationship with them. Over and above supplying the cases, i2r are keen to understand our business and products and add value where they can.”

Launched in April at this year’s Farm Shop and Deli Show at the NEC, i2r’s new baking division has seen unprecedented demand for its tulip muffin wraps. In addition to the supply of its lightweight aluminium foil packaging, the company now provides a full range of tulip wraps and greaseproof papers to cover multiple bakery applications. And with the requirement for food-to-go remaining strong and the increased demand from food manufacturers and commercial cake producers for branded, personalised paper on the rise, i2r believes that the company is ideally placed to offer the bakery industry a fully tailored solution.

“We are delighted to be working with Flower & White and look forward to a long and fruitful partnership going forward,” said i2r Baking’s Guy Rowledge. “The growth of our baking products, which includes greaseproof papers, has been fantastic this year, particular the tulip muffin wraps. With a number of key supply contracts being secured in the UK and export markets, we continue to work very closely with our customers to look at new products, grow this very exciting part of our business and increase our market share.”

i2r’s tulip muffin wraps include both stepped and micro sizes and are available in printed sheet and various colour options using FSC accredited paper.

Being part of the Italian Laminazione Sottile Group, one of the leading global suppliers of aluminium products, i2r manufactures a comprehensive range of wrinkle wall and smooth wall semi-rigid aluminium foil containers used throughout the food industry.