The Non-negotiables Of Food Packaging

Aug. 19, 2008 - PRLog -- Packaging must contain, protect, preserve, inform and sell.  Nothing new there then.  But according to IOP: The Packaging Society, consumer demands for innovative and environmentally responsible packaging are driving the pace of new product development throughout Europe’s food packaging industry.

Ian Morris of the IOP: The Packaging Society is quick to point out that at times of change it’s vital to remember the fundamentals.   “Packaging exists primarily to contain, protect and preserve” says Mr Morris.  “Good packaging makes it possible for foods to pass along the distribution chain and to arrive with the end user in perfect condition.”  

“Packaging producers are wrestling with environmental considerations and striving to bring new materials to the market.  They’re working closely with food producers and processers to meet and exceed the demands of an increasingly sophisticated consumer, working alongside brand managers that are striving for innovation and product differentiation.”

“The European packaging industry is extremely responsive to change.  It’s only too well aware, though, that poor quality packaging can destroy brand value and, much more seriously, could threaten public health.”

According to IOP: The Packaging Society, getting food packaging right every time is absolutely essential.  But it’s not always easy in an era of increasingly complex supply chains, greater environmental awareness and ever more rigorous demands for traceability, assurance and food safety.  

Different foods will have different requirements, but in Mr Morris’ view there are several ‘non-negotiables’ of food packaging which are common to all.  

Top on his list is, of course, the ability to contain, protect and preserve the integrity of foods.  “Perishable, delicate products rely on packaging for protection from mechanical and climatic hazards as well as biotic spoilage,” he says.  “This means preventing damage from shock, vibration, compression and puncture, and from temperature and humidity gains and losses, along with protection from bacterial yeast and mould contamination.

“But packaging offers much more than just functional benefits,” he asserts.  “Great packaging adds value to a brand by improving product quality, safety, shelf life and brand image.  Robust, bright and easy-to-open packaging plays an essential role in today’s premium branded foods.  It is adding value to premium brands that command premium prices.”

The packaging industry has been quick to respond to changing demands and buying habits.  Kat Biggs of Automated Packaging Systems says the way we determine quality packaging has changed.   “There has been a surge in demand for food labelling,” she says.   “And it’s not just about the amount or nature of the information provided, but about the way it’s displayed, its readability and the ease with which it can be interpreted.  Producers differentiate big brands and local produce alike with traceability, sourcing and health messages.  Locally sourced, low fat, high fibre, low salt, red tractors, green lights – the logos are everywhere.”

“Packaging says so much about a product, and it’s still the best way to get messages to customers at the point of purchase.  Many smaller producers are designing excellent innovative packaging to add value to their products,” she says.  

“The explosion in sales of niche and specialist products is, in part, because producers can carefully tailor products, packaging and information to meet the specific needs of their customers – customers they know and understand increasingly well.  Innovation for these businesses is absolutely essential.  Autobag customers want tamper-evident or re-sealable bags, even where they are packaging short runs of specialist product.

“Our customers are facing challenges when it comes to distribution, too.   Traceability is a key issue and as an industry we have developed some excellent solutions.  Batch numbers and barcodes help track product through the chain.  That presents challenges for accurate, clear printing of topical information onto every conceivable type of packaging.”  

“It is a time of change and challenge for the food packaging industry,” reflects Kat Biggs. “Consumers are becoming increasingly interested in food provenance, and are demanding convenient and environmentally friendly packaging.  At this time of rising commodity prices and global economic slow-down, the challenges have never been greater, nor have the opportunities,” she says.

According to Ian Morris of IOP: The Packaging Society, supply chain demand for traceability, and the hunt for new environmentally sustainable packaging solutions, will continue to challenge packaging experts.  “The industry is striving to keep pace with legislation and consumer demand, and with heightened interest in food packaging” he says.  

“Our industry produces packaging that is containing, protecting and preserving food better and for longer.  Innovations in materials and design mean packaging is more environmentally responsible, convenient, safer, and more exciting to look at, touch and feel.  And food packaging is now carrying vital information for traceability through the food chain, as well as essential provenance and nutritional information for consumers.   It’s an exciting time.”

For more information please visit http://www.autobag.co.uk

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