Heat-and-serve convenience

PACKAGING formats vary in the soup segment, but one commonality is that manufacturers are adding value to brands through ease of use. They’re also choosing formats that differentiate and position their brands for a specific demographic. Indicative of this approach is the wide variety of packs that Campbell Soup Company has launched in its main U.S. market. Noting that the response from the so-called ‘Millennials’ – consumers aged 18 to early 30s – to their iconic red-and-white labelled can was tepid at best, the 144-yearold company has been expanding its brand design to appeal to these younger but timepoor consumers.

According to research by Visiongain, demand for active, intelligent and smart packaging will climb by about 8% per year, as consumer seek more convenient packaging, less waste and more safety. Brands are driving for product differentiation, less waste and trace-ability at affordable prices.

In many cases, a switch to a different type of packaging addresses logistical concerns for the manufacturer and that translates to convenience for the consumer.

Shifting from metal cans to cartons can be a logistical and cost-effective solution during transport, warehousing and on point of sale for manufacturer, distributor and retailer. The consumer can benefit since cartons can be lightweight for more volume and save shelf space. A number of ready-to-use broth brands, for instance, are now also packed in cartons with a cap or flange – doing away with the need for mechanical openers – and then packaging can be resealed and stored until the next use.

But don’t count out cans just yet. Soups in self-heating, single-serve cans aren’t unlikely as one might think. One such technology from HeatGenie (heatgenie. com) heats liquids within their package. To activate, consumers simply press a button at the bottom of the package. The common, food-safe material within the heater provides high content energy and heat at a controlled rate. The end result is a cup of soup safely heated in the can in less than two minutes.What differentiates HeatGenie from other ‘intelligent’ self-heating technologies is a built-in thermal sensing and actuation functionality, called the ‘Auto-Shutdown’, which will trigger if there is no product in the package and the heater will turn itself off to prevent overheating. HeatGenie has a joint development with Crown Holdings Inc, the world’s largest metal packaging company, for a self-heating can.

Another plus for metal packaging is recyclability. “Growing environmental concerns have also caused a move towards increasing sustainability and both consumers and companies are looking to diminish their environmental footprint, benefiting the 100% recyclable metal packaging,” Visiongain states in its Global Metal Packaging Market 2013-2023 report. Visiongain has determined that the value of the global metal packaging market in 2013 will reach $102.1bn. Still, the business information provider cautions that Bisphenol A (BPA) concerns may reduce metal packaging growth prospects due to bans and consumer backlash – even if regulatory authorities worldwide have consistently found that the health risks from BPA as commonly used today, e.g. the epoxy lining in cans, is minimal. The forecast for developing countries, however, is that the tamper-proof nature and ambient storage opportunities of metal packaging further enhance its market potential. So, go ahead, reach for that can opener.