Domino’s Ax-Series and Blini are Rewriting the Rules of Reliably Coding Food Products!

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Blini brand spreads enjoy a robust 70% market share inFrance—and they choose Domino’s Ax-Series to ensuretheir popular products are fresh and secure.


Blini products can be found in the seafood section of fine supermarkets aswell as in the frozen food aisle. The company is constantly searching fornew recipes to improve and enhance their customers’ hors d'oeuvrebuffets. Blini brand spreads promise pleasure, quality and authenticity in theirproducts—and they look for the same quality in their technology partners.

Franck Peretti, Workshop Leader at Blini Workshop explains, "We're theleaders of Blini brand spreads, we represent 70% of the market with 8,400 tons produced per year … 80% of products are distributed in France. Wework with Domino for several reasons, primarily good after-sales service,proximity and quality of the product lines."


Blini is a family company of artisan caterers founded in Normandy in 1980.Blini initially specialized in blinis, small thick pancakes popular in Russia. Togarnish their blinis, the brand developed spreads using originalMediterranean recipes such as tarama and tzatziki, and added a touch ofcreativity. Today Blini has improved its recipes and broadened its range ofproducts while always focusing on hors d'oeuvres and their desire to inspireconsumers’ discovery of new flavours.

"I would recommend Domino for the quality of their service … and their technology!"

Franck Peretti, Workshop Manager at Vini, Blini Workshop

New Inks, New Capabilities

The Ax350i utilises new, highly reliable i-Pulse™ inks. Theseadvanced inks—designed for even the most demandingapplications—easily adhere, even after harsh post-printprocesses. That's important to a company such as Blini, witha large number of temperature sensitive products."We have production lines that code up to 10,000 times anhour. It's important that our equipment is reliable in orderto guarantee the quality of the marking and the traceabilityof our products," said Hubet Lavatine, SpreadableWorkshop Manager at Blini.


i-Pulse™ Print Head & Inks

The perfect drop—it’s fundamental to producingconsistently great quality codes:

  • 9 drop quality at 7 drop speeds
  • Perfect drop creation and placement resultingin producing highly reliable Machine Readable Codes (MRC)
  • Better drop management equals cleaner printheads (go significantly longer between cleanings)
  • Faster, more consistent codes!

Reliable, Clear Codes

According to Mr. Lavatine, "The Domino products bring usthe simplicity of the equipment and the reliability that isimportant to us." The Ax350i is designed to be reliable andto specifically handle the rigour of serialised coding. It offershigh-resolution print messages and multiple line codes, evenat the fastest print speeds, allowing large amounts of datafor rapid throughput printing. Higher quality codes areoptimised for Machine Readable Codes (MRC) and OpticalCharacter Recognition (OCR) systems, helping to reducerejects.

Easy Integration

For smooth integration into a production line, the Ax-Seriessupports leading industrial communication protocolssimplifying installation and automation online. Ax-Seriesprinters can be integrated into networked printer systemsproviding centralised code templates for error-free codingand integration onto existing Enterprise Resource Planning (ERP) systems.

Simple Production Line Integration:

  • Easy-to-use remote touch screen that can be mounted where it best serves operators
  • Hide the heavy duty wash-down cabinet,out of the way
  • 316SS, IP66—built for quality and reliability,even in the harshest environments

Intelligent, Innovative Technology

Mr. Peretti stated, “We are always looking for newtechnologies … this is part of our Blini values … and weare always looking for cost reduction.”

The Ax350i meets both those goals. Easy to integrate andconfigure and highly productive, the Ax350i promises yearsof service-free operation. It supports ink for all substrates,offers easy-change consumables and convenient modularstackability. The Ax-Series also includes i-Techx that offersusers an experience like a smartphone, taking only minutesto learn and is customisable allowing prioritisation of themost used tasks.

"Previously, when we changed inks, we had to enter thecode from the screen; now it's done automatically with achip. What's also of benefit to the operators is the ease ofuse … of the touch-sensitive screen, which makes it simpleto use," said Mr. Lavatine.

Mr. Peretti added, "I would recommend Domino for thequality of their service ... and their technology!"

Rewriting the Relationship

Mr. Peretti enthusiastically seconds the recommendation,"I would recommend this new Domino printer ... becausethe equipment is reliable, useful and easy to use for ouroperators!"

Code quality


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