Get into the groove

When Heineken decided it was time to make a change, it approached Ball Packaging Europe to develop a new can. Olaf Joeressen, director of innovation at Ball Packaging Europe, to get to grips with metal packaging and its latest offering.

With grooved edges running around its entire body, Heineken's distinctive new 33cl can offers consumers an enhanced tactile experience and a stabile grip. The unique new can from Ball Packaging Europe is produced out of its Wrexham site and was launched into the UK market in April 2015.Mark van Iterson, global design and concept manager at Heineken, stated at the launch of the new can: "We are combining cutting-edge technology with a bold design statement to surprise and excite consumers in a category that's sometimes seen as heritage driven. The fresh, iconic design expresses the progressive personality of the brand, and gives increased impact and stopping power at the point of sale."

Packaging Today speaks with Olaf Joeressen, director of innovation at Ball Packaging Europe, to find out more about the project.

[Q] Packaging Today: What are the key trends in metal packaging at the moment?
Olaf Joeressen: At the moment, we are seeing great interest in printing and visual effects for differentiation at point of sale (such as the mass customisation offered with Ball's Dynamark effect), which can influence consumer purchase decisions. Differentiation that adds functionality (such as Ball's Strawster gadget) is also gaining interest.
The ongoing refinement of cans with regards to protection of the environment also remains popular. At Ball, this typically means using less metal in our products without compromising the package quality, which also improve the cost of the packaging.

[Q] Why has metal persisted for so long as a primary packaging material?
Metal has many properties that give it 'staying power' as primary packaging material. The fact that metal is infinitely recyclable without loss of quality translates to its endless reuse, and gives it status as an element that is friendly from an economical and environmental perspective alike. In addition, metal packaging is unbreakable, which reduces waste; light-proof, which ensures product integrity; and lightweight, which supports its use during transportation or on the go.

[Q] What are some of the pressures on the metal packaging sector at the moment?
Improving the sustainability of a product that has already been refined over decades is a challenging task. A deep understanding of the interdependency of the available production processes and product designs is vital to unlocking the potential of sustainability. The process works best if you understand the limits of both dimensions, as subtle changes on either side can have big side effects.
To be successful today, a product is not optimised in isolation in a lab; producers must instead work closely with stakeholders throughout the value chain - including material suppliers, fillers and even the distribution chain - in order to ensure positive results.
Sustainable business practices also continue to be a big driver within the European Regulatory Framework, which is a significant engine for change, coupled with consumer expectation for lower-impact products. The minimisation of packaging material, sustainable sourcing of materials and support of recycling measures will continue to challenge brands to think innovatively.

[Q] Can you point to any recent innovations in metal packaging that illustrate its continued versatility?
By staying close to the market and our customers, we stay on-trend and adapt our products appropriately. One example of this is Strawster (exclusively available in the 25cl slim can), which offers a self-activating straw in a metal can. Advancements such as this open up new opportunities for brands, whether the goal is catering to a particular group in a new way, or entering a new market altogether.

[Q] What does the future of metal as a packaging material look like?

We are seeing increased demand for metal packaging across the world, so we have every reason to assume that metal packaging has a bright future. This is particularly true considering the flourishing sustainability trend. Metals are permanent materials and thus suited for infinite recycling, while other materials are prone to massive downcycling. They also offer optimum protection of goods, meaning longer shelf lives and reduced food waste.
Considering the heavy environmental footprint of factors like these, metal packaging provides big benefits which are being increasingly recognised by the industry