40 years ago Toppits, then still called Melitta, launched the first clingfilm on the German market. The trend came from the USA and soon took hold in Europe. Right from the start, the film was also exported to Belgium, Denmark, Austria, the Netherlands and Switzerland. Just two years previously (1963), Melitta Alufoil had already got off to a triumphant start as the new kitchen "all-rounder" - still a prestigious luxury product and also following the lead of the US market.
As German society changed in the 70s, the new household helpers became increasingly popular. More and more women gave up their role as pure housewives. There was now less time for kitchen and household chores, so they looked for possibilities to make work more rational. Instead of shopping every day, reserves were increased and stored in fridges and freezers. The first Melitta freezer bags were launched in 1968. Food wrappings gradually replaced the previously common special papers to keep food fresh.
The film on a "freshkeeping mission" was originally sold under the name "See-Through Film", as the "gentle film, not quite as versatile as alufoils but considerably cheaper" (source: Melitta Staff Newsletter, 1965) let consumers see what was being kept fresh. It was also impermeable to air, smells, and grease, and was therefore used "in the fridge, on walks and for camping trips".
In 1974 the film was re-christened. "See-Through Film with Adhesive Effect" became "Clingfilm - the breathing film which keeps everything fresh". Clingfilm owes its "breathing" ability to the physical properties of polyethylene (PE), the material used and continually improved in Minden, Germany, since 1969. Polyethylene allows air to be exchanged. This is particularly important for the fresh-keeping of fruit, vegetables and certain cheese varieties. Polyethylene is eco-friendly, as it does not contain any softeners and can be recycled: if burned, it creates carbon dioxide and water; on rubbish dumps it does not pollute the air, water or land.
In the late 80s, the marketing strategy changed. The "breathing" characteristics are no longer stressed; instead, the film's ability to "protect against spoilage and dehydration" is highlighted. Melitta clingfilm has long established itself as a sales hit: with a market share of over 44 percent in the early 80s, it is Germany's biggest selling food wrapping product. In 1988, the Toppits® brand was created. Its motto "Toppits outside - flavor inside" is still the claim for all freshkeeping products of the Melitta Group in Germany, Austria and Switzerland. For a while, the films and sandwich papers bore two brands in their logo (Melitta and Toppits) until the brand was finally "mature" enough to be used alone. As of 1999, the logo now features exclusively the blue-and-white Toppits lettering.
"Extra clinging", "particularly adhesive and strong, very easy to unroll" were the slogans of the 90s. In the age of "convenience", the focus was now on handy handling characteristics. There was even an "automatic starter". This referred to the narrow adhesive strip on the film's edge which made unwinding the brand-new roll even easier.
In late 2005, Toppits launched a new generation of clingfilm. The new film recipe enables the transparent, breathing and clinging product to cling even better to surfaces such as glass, porcelain and stainless steel, while at the same time making it easier to unwind from the roll. The "automatic starter" was assigned to history. The new packaging for the kitchen classic is more stable and easier to handle.
As German society changed in the 70s, the new household helpers became increasingly popular. More and more women gave up their role as pure housewives. There was now less time for kitchen and household chores, so they looked for possibilities to make work more rational. Instead of shopping every day, reserves were increased and stored in fridges and freezers. The first Melitta freezer bags were launched in 1968. Food wrappings gradually replaced the previously common special papers to keep food fresh.
The film on a "freshkeeping mission" was originally sold under the name "See-Through Film", as the "gentle film, not quite as versatile as alufoils but considerably cheaper" (source: Melitta Staff Newsletter, 1965) let consumers see what was being kept fresh. It was also impermeable to air, smells, and grease, and was therefore used "in the fridge, on walks and for camping trips".
In 1974 the film was re-christened. "See-Through Film with Adhesive Effect" became "Clingfilm - the breathing film which keeps everything fresh". Clingfilm owes its "breathing" ability to the physical properties of polyethylene (PE), the material used and continually improved in Minden, Germany, since 1969. Polyethylene allows air to be exchanged. This is particularly important for the fresh-keeping of fruit, vegetables and certain cheese varieties. Polyethylene is eco-friendly, as it does not contain any softeners and can be recycled: if burned, it creates carbon dioxide and water; on rubbish dumps it does not pollute the air, water or land.
In the late 80s, the marketing strategy changed. The "breathing" characteristics are no longer stressed; instead, the film's ability to "protect against spoilage and dehydration" is highlighted. Melitta clingfilm has long established itself as a sales hit: with a market share of over 44 percent in the early 80s, it is Germany's biggest selling food wrapping product. In 1988, the Toppits® brand was created. Its motto "Toppits outside - flavor inside" is still the claim for all freshkeeping products of the Melitta Group in Germany, Austria and Switzerland. For a while, the films and sandwich papers bore two brands in their logo (Melitta and Toppits) until the brand was finally "mature" enough to be used alone. As of 1999, the logo now features exclusively the blue-and-white Toppits lettering.
"Extra clinging", "particularly adhesive and strong, very easy to unroll" were the slogans of the 90s. In the age of "convenience", the focus was now on handy handling characteristics. There was even an "automatic starter". This referred to the narrow adhesive strip on the film's edge which made unwinding the brand-new roll even easier.
In late 2005, Toppits launched a new generation of clingfilm. The new film recipe enables the transparent, breathing and clinging product to cling even better to surfaces such as glass, porcelain and stainless steel, while at the same time making it easier to unwind from the roll. The "automatic starter" was assigned to history. The new packaging for the kitchen classic is more stable and easier to handle.