Battling Wrap Rage: T.H.E.M. Rolls Out Snapsil Easy-Open Technology at Pack Expo 2014
Everyone has encountered packaging that seems designed to defy opening without use of hand tools—particularly those with cutting blades. Determined and frustrated consumers have even injured themselves in fits of wrap rage while wrestling a product from its plastic enclosure. For another look, see these earlier stories on wrap rage here and here.
A solution may be at hand for some smaller containers. Snapsil, a new thermoformed packaging technology, seeks to alleviate these problems.In partnership with T.H.E.M (Technical Help in Engineering and Marketing), Bemis, and Multivac, the Australian-based Snapsil Corp., a new packaging technology features a “snap-opening” function, allowing consumers to one-handedly open the package. At present, different Snapsil packaging designs can be used for unit-dose and single-serve products. With a snap-opening integrated into the thermoformed pack, perforation in the film in the opening area of the packaging is not required which results in a stronger protective barrier for the product.
According to T.H.E.M., the first commercial usage of the Snapsil pouch was a single-serving of tomato ketchup. The Georgia Tech Research Institute has done testing on Snapsil and granted it the "Ease of Use" quality seal.
“We are very excited to support Snapsil, Bemis, and other supply chain partners in bringing this innovative package to North America,” said Neil Kozarsky, president and CEO of T.H.E.M. “This package design exemplifies consumers’ growing thirst for convenience. We anticipate broad market application for single-serve and portion-specific products. Energy drinks, hotel amenities, salad dressings, and a variety of beverage products and enhancers, are just a few of the possibilities for Snapsil.” If you will be at Pack Expo in Chicago next month, Mr. Kozarski will lead a presentation on Snapsil at 11:30 a.m., on Tuesday, Nov. 4.
For converters, this is an area to watch. Consumers may be brand-sensitive, but research also shows that consumers look at packaging for product information as they make purchase decisions. For many products, convenience—which includes ease of opening and dispensing—may trump other purchase decision factors, especially if this feature is promoted on the packaging.