Pouch appeal

While still representing only a fraction of total flexible packaging, pouches are emerging as the format that most closely reflects current lifestyle trends in convenience and functionality.

Initially adopted within the pet-foods sector, they are now extending across mainstream applications as a packaging delivery mechanism for products as diverse as fresh asparagus to frozen ice-cubes. Brands and retailers love them for their light-weighting and longer shelf-life attributes; consumers for their flexibility and re-usability.

According to a recent survey conducted by the US food packaging sector consultancy, Freedonia, demand for pouches will be one of the principal drivers in boosting adoption of flexible packaging in the US at the expense of more rigid formats. With demand for converted flexible packaging forecast to rise by about 4% a year to $14.4 bn, pouches are predicted to account for 40% of total sales.

“Growth will be attributable to cost, performance and source reduction advantages over most rigid packaging formats,” says industry analyst Esther Palevsky. “Heightened barrier requirements in many markets will drive increased demand for value-added materials to enhance shelf life or product protection. Gains will outpace the overall market as a result of increased demand for convenience-oriented or other processed food items, with the fastest growth occurring in the fresh produce, meat and related products, and beverage segments.

“Advances will be propelled by a rapid expansion for stand-up pouches, often in preference to rigid containers, based on advantages of excellent visual appeal, product differentiation, convenience, portability and re-closability. Demand for flat pouches will also increase as a result of improved barrier structures and the addition of convenient features such as re-sealable zippers.”

US market trends are likely to be mirrored on this side of the Atlantic. According to researcher Euromonitor, the UK food packaging market is predicted to grow by 2% to reach 72.4 bn units in 2009, with flexible packaging occupying a 55% market share. Strong gains are expected to come from plastic pouches, which are forecast to continue their advance into various categories, including dried processed food, sauces, dressings and condiments, soup, and sweet and savoury snacks. Liquids too. Tetra Pak has recently introduced what is claimed to be the world's first high barrier, clear aseptic standup pouch – the Tetra Wedge Aseptic Clear. Initially trialled via a leading South American fresh juice producer, the format is currently being extended to selected European markets with full commercialisation on schedule for early 2007.

Aimed at the fast growing market for children’s “on the go” drinks, the Tetra Wedge pouch provides consumers with key benefits including 100% transparency and Tetra’s patented barrier technology to seal in taste and nutrition. “Market research in Mexico has shown that the package is a clear hit with the 6-12 age range, who prefer it to other plastic packages because it’s transparent and fun to play with,” said marketing director Robert Graves.

Ergonomically, the Tetra Wedge Aseptic Clear was designed with smooth sides and no sharp edges c/f several existing standup pouches, and its slim 200 ml design makes it easy for small hands to cope with. Production cost is comparable to standard aseptic packages, and Tetra are likely to target a wide range of beverage applications in addition to juices, including flavoured waters, sports drinks and liquid electrolytes.

In addition to its distinctive look and feel, the Tetra’s Wedge is said to offer converters low investment costs compared with traditional plastic packages or other standup pouches. The pouch format uses PET/SiOx as a barrier to oxygen, and is manufactured on a modified TBA/19 and comes with a Tetra Unit Conveyor 54, an ACHX 10 (Helix Accumulator) a Tetra Cardboard Packer 78 (1X10) and a Tetra Tray Shrink 51 with stacker and grouping belt.

Initially developed during 2004, Amcor Flexibles’ generic self-vent pouch format was extended for fresh produce applications early last year as a combination of two and threeply laminates, combining PET, OPA and cPP. In line with over 90% of UK fresh produce packaging, it is flexo printed, in this case on a Fischer & Krecke eight-colour 16S gearless press with in-line rotogravure antifog application. The material is treated with Amcor P-Plus patented MAP micro-perforation technology, which makes the pouch breathable and therefore suitable for all types of fresh produce. For the retailer, the pack’s stand up format offers excellent on-shelf presence; both Tesco and Waitrose are amongst leading multiples to have already adopted the solution for own-label fresh produce lines.

“This format helps to differentiate between premium and standard products”, says fresh produce development manager Pete Ettridge. “You are giving a functionality to the consumer and a differentiation to the retailers. It is self-evident that it’s an added value pack compared to say a conventional OPP pillow bag.”

Key features include a reduction in cooking time by up to 70%; easy use and opening as the “self venting” nature of the pack in the microwave removes the need to pierce before use; enhanced shelf visibility; and a generally improved consumption experience with the contents able to cook in their own juices.

According to Amcor, while some applications have been moved directly from OPP pillow bags into the self-vent pouch, other applications are generating a completely new crossover product group, somewhere between ready meals and fresh produce. These products can add value to the packer and retailer by combining premium fresh vegetables with herbs and dressings. The format is also claimed to provide important nutritional retention, including an increase in vitamin C content by 13%.

Added value is key to modern pouch design. Shifting products off retail shelves can be accelerated with Flexico zipper stand-up pouches, which again have been designed to be attractive for both consumers and manufacturers. The film, which meets recent EC recommendations, is said to have the brightness, touch and transparency required to boost sales across a range of categories.

The zipper technology makes the packs simple to open and reseal, says UK sales manager Paul Francis. “This permits the product to stay in the pouch for longer and the longer the product stays in the pack, the longer the brand stays in the mind. “Good branding opportunities and re-sealability have allowed our markets to grow at the expense of other packaging formats, particularly cartonboard, blisters and thermoformed trays.”

Flexico’s B17 pouches are made from PP/PE co-extruded film and are highly transparent to enhance consumer appeal, and rigid enough to stand up on supermarket shelves and in customer refrigerators or cupboards. Less expensive than laminate film, they are suitable for a number of food items, as well as non-food packaging such as textiles. B17 pouches can also be used as an over-packaging for food or domestic products that are already packed individually such as ready-to-use doses for dishwashers and washing machines. The pouches can be customised with up to eight-colour flexo printing.

Borealis has introduced a new PP Borpact grade to film converters and product manufacturers, which it says offers a unique combination of good low temperature resistance, high stiffness, high heat resistance plus excellent optical properties.

Retortable stand up pouches are one of a number of targeted application areas set to benefit from Borpact BC914TF, which has FDA approval; high seam seal strength and easy tear opening, says product development engineer for film Peter Niedersüss. “By combining the well established properties of PP copolymers with good transparency and optics, Borpact BC914TF will ensure manufacturers achieve an attractive, high quality finish to their packaging, including easy open pouches to replace tinned foods.”

Sealed Air has introduced a patented “easy open, easy close” technology for fresh produce and bakery items applicable to all grades of film produced bags. It uses pressure sensitive, self-adhesive tapes to facilitate optimum product containment and protection, and to create a finished bag suitable for on-shelf distribution. When used for initial opening, a built-in tear tape along the length of the bag reveals the re-sealable flaps. The system differs from most other solutions in relying upon pressure rather than a zip to operate and is said to be re-usable throughout the product’s lifecycle without impairing performance.

The Sealed Air easy open solution has been adopted by Allied Bakeries for incorporation within its confectionery products flowpack operation. With in-store bakeries now one of the fastest growing in-store areas, re-sealable bags are being actively considered by a number of UK and mainland European multiples, says operations manager Colin Lovering:

“This technology will enable our customers to sell their products in a different way. We are already talking with Carrefour about installing a total system…It doesn’t matter what type of material the bag is made from whether it’s PE or PP. Most of the applications are likely to be customised.”

Zipper closures on flexible pouches have long been identified as a significant improvement that can provide enhanced brand awareness through added functionality and convenience. Ensuring complete pouch closure after each use, zippers protect moisture-saturated sheets from the drying effects of frequent exposure to oxygen. Zip-Pak offers a wide range of zipper profiles for pouches, including Slider, which claims to enable convenient opening and closing for the young and elders alike, ensuring complete bag closure.

A leading British provider of bottled natural mineral water and spring water ice cubes Blue Keld has used Zip-Pak technology to introduce one of the first re-sealable ice packages in the UK. Using a re-sealable bag featuring a press-to-close Zip-Pak zipper, Blue Keld Spring Water Premium Ice Cubes has exceeded pre-launch sales expectations by over 30% in its first months on the market.

“We realised there was a real market for premium ice,” explains Blue Keld md Graham Cheesbrough,. “People who invest in quality beverages, such as high-end whisky and natural mineral waters, do not want to compromise the delicate flavour of their drinks with ice made from inferior water. We use only spring water to make our ice and wanted packaging that would reflect the high quality of our product. The re-sealable bag has helped differentiate our brand from the competition and consumers have responded very well to the additional convenience.

A Sandiacre form/fill/seal machine was used to produce the pillow bags, which feature Zip-Pak press-to-close zippers applied in the transverse direction for easy access from the top of the package.

Zip-Pak has also recently supplied its press-to-close Inno-Lok barrier zipper for MasterPack Italy’s Grana Padana grated cheese product, with the net result of boosting sales by a third. “This new packaging option appeals to the modern consumer’s taste for products that are conveniently dispensed and stored. It also provides the barrier protection that is essential for keeping cheese fresher, longer,’ says export manager Maria Ippolito. “This gives cheese brands a definitive edge.”

Not only does the convenient re-sealable feature maintain the product’s quality, but keeping the cheese in its original package means that the brand name, logo, and package information stays in front of the eyes of the consumer through extended use, says Ippolito.