Sense and Sensibility

A growing number of inventive smart packaging and printing materials is helping brand owners reach out to consumers' five senses and lifestyles.

FOOD PACKAGING HAS to do more than attract the eyes of shoppers nowadays. It has to relay information that will appeal to consumers with different lifestyles and diets, as well as provide an experience that enhances the overall perception of the product's quality.

Brand owners have forced packaging and printing materials manufacturers to find new ways to do this in recent years. Health-conscious consumers have driven food makers to replace traditional packaging with breathable films and aseptic materials in order to eliminate preservatives and other chemicals from food ingredients and extend shelf-life. "Consumers are more aware of food safety and quality than ever before," said Jeff Kellar, vice president, strategic business development, Tetra Pak. "Better education and demand for higher quality products are driving this."

In addition, consumer product companies are thinking beyond visual elements and adding features to packaging that stimulate other senses like smell and touch. Making the packaging attractive to more than the consumer's eyes with inks and coatings that create a pleasing aroma or feel can translate into sales. "Consumers make their buying decision in a matter of seconds in the store," said Mike Impastato, vice president of marketing, Flint Ink North America Packaging Division. "With an interactive product, the probability of purchasing is increased."

The benefits of these package-enhancing products are many. Here are a few examples of today's smart packaging and printing materials.

Alluring aromas

Ever walk through a candle store where customers were busy smelling every sent in the shop? That's a scene that may become commonplace in grocery store aisles thanks to inks like Scentisphere LCC's Rub'n'Smell scented inks, distributed by Flint Ink.

According to Jim Berard, co-founder of Scentisphere, scented packaging and labels are being used more and more in markets such as health and beauty, cleaning products, air fresheners, and other products where scent is a major factor in their appeal. The advantage that scented packaging has over others is that it allows the consumer to experience the product without having to chance a bad purchase, or having to open and/or damage the package in the store, Impastato said.

The inks also open doors in product marketing. Scented packaging communicates the unique olfactory appeal of the product, differentiating it from other products on the shelf.

"Research has shown that scent is the strongest trigger of memory," according to Bob Berstein, president of Scentisphere. "New York Times marketing research indicated that, when given a choice between two similar food or beverage products, more than 80 percent of consumers would choose one they could smell and see. Scented packaging is a powerful way to help brand owners, package designers, and printers differentiate their products."

Converters benefit from Rub'n'Smell inks, too. The inks print in-line like any other kind of ink or overprint, directly over printed graphics, making it a simple addition to packaging, Berard said. Also, he said, "The scent stays stable for years once printed."

Rub'n'Smell inks are activated only when gently rubbed. They contain fragrance oils that are microencapsulated using FOLCOScent® technology, which uses patented synthetic polymers for the microcapsules. The inks can be run in-line for offset, flexo, and gravure print applications.

Shelf life without preservatives

Many consumers are very aware of what goes into their food and today, more and more, consumers don't want to see preservatives in the list of ingredients. Tetra Pak is making it possible for brand owners to package food products without preserving chemicals, while maintaining the shelf life and safety of the food. The aseptic packaging has been used to package chili, milk, soymilk, and even premium wines.

"Tetra Pak's guarantee is to 'Protect What's Good.' Our packaging solutions guarantee that products packaged in Tetra Pak packaging will keep food fresh and safe for the consumer," Kellar said. "The aseptic process delivers quality taste while maintaining nutritional quality without preservatives, while the special barrier layer protects the quality that is sealed in."

Tetra Pak's aseptic process and packaging have helped a variety of different products. In one case, Tetra Pak teamed up with soy food and beverage companies to make soy products better tasting, safer, more accessible, and allow for more flavor options. With Tetra Pak packaging, soy milks are able to be displayed on both refrigerated and non-refrigerated shelves, increasing availability to consumers. Aseptic packaging also maintains the delicate flavor profile of food ingredients, permitting a variety of soy flavors to be packaged, including different profiles of soymilk from full-bodied and robust bean taste to very mild and subtle-tasting soymilks.

"Our customers are looking for a way to differentiate their products on store shelves and this type of packaging provides that differentiation. Our packaging also offers a competitive advantage over the competition, which is a strong benefit for our customers," Kellar said.

Let it breathe

Breathable packaging has been around for several years, but innovations in membrane technology are expanding the shelf life of fresh produce beyond what was thought possible. One kind of breathable packaging is Landec Corp.'s BreatheWay™.

BreatheWay membranes are applied to carefully designed packages (given contents, weight, and package design) to provide unique package permeabilities, said Cali Lenert, business development manager, Apio Inc., "in order to create specific oxygen and carbon dioxide levels in a package and maintain this optimum atmosphere, within limits, even as the temperature is changing for a wide variety of fresh produce items."

The technology works by creating the optimum oxygen to carbon dioxide ratios. "As the produce consumes oxygen and gives out carbon dioxide, an equilibrium gas concentration is established in the package," Lenert explained. "Apio (Landec's food subsidiary) creates membranes specific to each package/produce item which provide the needed carbon dioxide to oxygen selectivity ratios and therefore extend the product's viable shelf life and quality."

Last year, Apio entered into a contract with Chiquita Brands International, Inc. to supply the banana business with BreatheWay banana packaging technology for ripening, conservation, and shelf-life extension of the fruit. Recent results from the initial market tests have found that the proprietary technology extends the shelf life of bananas to meet the needs of retailers.

The technology has allowed Chiquita to test market bananas in places like quick-serve restaurants, drug and convenience stores, and other places where bananas usually aren't sold due to their quick spoil rates.

"I believe that value-added packaging is a natural evolution of the drive for more convenient foods from manufacturers," Lenert said. "Consumers are seeking fresh produce with extended shelf life without adding chemicals or preservatives—precisely what BreatheWay membrane technology delivers."

by Kate Sharon

Associate Editor