E-commerce platform

From now on, the edible paper products of Primus Wafer Paper can easily be ordered online. The Dutch manufacturer agreed on a long-term partnership with Orange Juice for the creation and exploitation of an e-commerce platform: PRIMUS.DIRECT.

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Serving smaller customers directly

Since 1916 manufacturer Primus Wafer Paper of Oostzaan, the Netherlands, has been market leader in the field of edible paper, a product that is made on the basis of potato starch. The company has always supplied international clients in high volumes. By setting up the new online business model they can also serve smaller customers directly. The webshop will be for the Dutch and Belgian markets at first, and in the longer term it will be launched in more countries.

Edible branding

Personalise products with logo, image or text

The combination of edible paper and brand identity can lead to ‘edible branding’, that is to say an edible logo can be applied to the end product so it is visible at the time of consumption. Orange Juice created an online editor, which makes it easy for the end user to design personalised edible labels with their own logo, image or text. This is not only interesting for the original target group of bread labels (bakers), but for a much wider segment of culinary businesses. The edible labels are heat resistant and can be attached to all kinds of food products. The use of edible labels that are personalised with a logo or personal message gives brand experience an extra dimension.

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Responsive design

Place an order anytime and anywhere

Thanks to the launch of the PRIMUS.DIRECT webshop, the end user is just a few clicks away from purchasing the most beautiful wafer paper products. We have opted for a responsive design so that an order can be placed online anytime and anywhere. Payments can be completed with iDEAL, Mister Cash or bank transfer. Upon shipment, the end user receives a track & trace code.



uCommerce webshop

To create the webshop Orange Juice chose for the uCommerce platform. This is an e-commerce platform based on the Microsoft .NET framework that can be linked with the Umbraco content management system. We use the uCommerce Pro licence, so it is possible to implement multiple countries, languages and discount codes. The payment service provider (PSP) is Adyen. This provider offers the most possibilities given the international ambitions.



Personalisation module

An HTML-editor is integrated in the webshop for the realisation of the editor. The technology for this is developed by Orange Juice. The user experience played an important role in the development process of the editor. We included various personalisation options and a design preview. The design module is also equipped with a live chat integration.


Exploitation and optimisation

For the exploitation and optimisation of the webshop, Primus Wafer Paper and Orange Juice agreed on a partnership. Orange Juice is primarily responsible for the webshop and the online marketing, including search engine optimisation, online advertising and conversion optimisation. In the first months after the launch of the webshop, this has already resulted in exponential growth.

Remco van Nieuwenhoven

Want to know more?

Contact Remco van Nieuwenhoven (CEO)