Packaging that pops
Bubble Tea is hot. Or rather: delicious. In every sense of the word. The colorful, refreshing drink with playful bobas is taking the European market by storm – thanks to the Belgian brand Bubble Go by Food Partners CO. There was just one issue: the packaging. It could be more functional – and more stylish. So Bubble Go knocked on DECA Packaging’s door in search of a solution with punch.
We spoke to Paola Rodriguez, site manager at Food Partners CO about the quest for a packaging match – a cup worthy of the Bubble Tea brand.
Paola, tell us all about your business story – WHO ARE YOU AND WHAT DO YOU DO?
"Since 2001, our company Food Partners CO, based in Heppignies, has specialized in innovative seafood products, ready-to-eat meals, and trendy drinks – including our own Bubble Tea line under the Bubble Go brand. We operate via private label and currently sell in Belgium, the Netherlands, France, Germany, Italy, Spain, and Switzerland – with the rest of Europe on the horizon."
So Bubble Tea, the protagonist of our collaboration – WHAT EXACTLY WERE YOU LOOKING FOR?
"A new cup. Until the end of 2023, we used PLA packaging from Taiwan – Polylactic Acid, a biodegradable plastic. But those thermal cups came with some challenges: limited shelf life, insufficient sturdiness, a less-than-ideal look and feel, and time-consuming manual labeling. We were looking for a more robust solution that would also stand out visually to consumers.
That’s when our paths crossed – WHY DID YOU CHOOSE DECA?
"We evaluated several packaging partners, and DECA stood out. You immediately understood our needs and proposed a complete solution with the RO095-500 cup in PP (polypropylene), including IML labeling. This means the label is integrated directly into the cup – no more loose stickers."
The cups are now in circulation – WHAT BENEFITS HAVE YOU EXPERIENCED?
"Improvements on multiple fronts. Take sturdiness: PP cups are more robust and resistant to transport and handling. We’ve also extended shelf life – where PLA gave us 19 days, we now have a product with a three-month shelf life. The packaging fits seamlessly into our existing production line, so no process adjustments were needed. Then there’s efficiency and cost savings: thanks to IML, we no longer need loose labels.
No more manual labeling, no separate storage for unlabeled cups. It saves time, space, and labor. And let’s not forget visual appeal: Bubble Tea now looks on-trend. The transparent IML labels give our product a high-end look. The colorful pearls are clearly visible – and we think that visual detail makes all the difference."
We are also curious about the collaboration – HOW HAVE YOU EXPERIENCED IT?
"Very smooth. Your internal sales colleague and account manager guided us extremely well. We received samples quickly, were able to carry out tests, and you supported us with valuable advice on shelf life, transport, and logistics. That builds trust. In early 2024, our first order of 1.2 million cups went out the door. A second order of 1.8 million followed soon after, and we’ve recently placed a third. Bubble Go is gaining momentum – with packaging that pops!"
The future is calling, we understand – WHAT'S NEXT?
"Thanks to our collaboration with DECA, we now have packaging that not only meets our logistical needs, but also helps Bubble Tea stand out in the market. At Food Partners CO, we don’t just follow trends – we anticipate them, always aiming to offer our customers unique taste experiences. Our journey is far from over. We’re continuing to innovate our product line, including new dairy drinks. We’re looking for alternatives that are just as on-trend as Bubble Tea. We’re in the final validation phase of a new product. We’re also focused on further extending shelf life. And of course: growing and exporting even more – we’re aiming high."
Go go go... Bubble Go!
Boilerplate
- Challenge: overly flexible PLA packaging and time-consuming manual labeling
- Solution: RO095-500 cup in PP with integrated IML labeling
- Result: sturdier, more attractive, and efficient packaging with a 3-month shelf life
- Collaboration: Over 3 million cups ordered in less than a year
