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BOWL SHAPE GIVES STEEL CANS A NEW FACE . . . . .page 2
Brand design
THE SEVEN KEYS TOSHELF DIFFERENTIATION IN STEEL . . . . . . . . . . . . . . . . . . .page 6
Design solutions in Steel
ALPHA CENTAURI DESIGN: MULTIFORM SHAPED CANS FOR THE EXPANDING READY MEAL SEGMENT .p. 10
Steel Packaging Gallery
INSPIRING STEEL PACKAGING SOLUTIONS . . . . . . . . . . . . .page 12
Beverage
THE “ACTIVE”STEELBEVERAGE CAN:A SMART CHOICE . . . . .page 14
Environmental issues
SUSTAINABILITY OF STEEL FOR PACKAGING FURTHER ENHANCED THROUGHOUT EUROPE . . . . . . . . . . . . . . . . . . .page 18
CANNED FOOD:A RESPONSIBLE CHOICE INTODAY’S CHALLENGETOWARDS ENERGYEFFICIENCY . . . . . . . . . . . . . .page 20
Interview with an expert
FABRICE PELTIERTHE CAN: THE FUTURE PACKAGING SOLUTION . .p. 22
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E U R O P E A N P A C K A G I N G S T E E L N E W S L E T T E R
BOWL SHAPE GIVES STEEL CANS A NEW FACE
F o o d
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The bowlbreakthrough gainsmomentumCan makers Impress and Crown have beenparticularly active for several years in bowl-shaped cans and have been developing a rangeof can shapes and closures for variouscustomers.
BOWL SHAPE GIVES STEEL CANS A NEW FACEN umerous social and demographic factors such as the ageing population, the increase in single-person
households and busier lifestyles are having a fundamental impact on eating habits and thus onpackaging needs. In particular, the importance of convenience and the increased use of ready meals
has led to a demand for packaging solutions which protect and preserve the content well and allow it to bereadily and easily consumed directly from the pack, anywhere and any time. This underlying trend hasmade bowl shaped cans with easy open ends more and more appealing to consumers. In certain marketsegments, this modern steel packaging format has even helped brand owners achieve double-digit growth insales. At the same time, bowl shaped cans also contribute to significantly changing the consumer’sperception of the traditional can, giving an image of freshness, convenience and modernity.
The bowl concept saw its début years ago inFrance for salads but since then an increasingvariety of different products including completemeat and fish-based ready meals have beenintroduced by brand owners and retailers inbowl-shaped cans on the French market,among which Saupiquet, William Saurin,Capitaine Cook, Monoprix, and Champion. Moreand more brand owners in other Europeancountries are following this example andintroducing new conveniencefood products in bowl-shapedcans on the market : inGermany, Rehm and Yano,in Romania the companyScandia Romana with thePaté Sibiu brand, and in theUnited States fish-basedready meals under the brand name Bumble Bee.
Crown Food Europe Marketing Manager SteveThomas explained how bowl-shaped cansrespond to modern consumer demands.‘Research indicates that whilst busy
consumers always want value for money inpackaged food, they are also increasinglylooking for quick and healthy options whichthey perceive as modern, convenient and easy
to open in and out of the home. Bowl-shaped metal cans seem toneatly fit with this modern
lifestyle. Apart from lookingless like a traditional canshape, they are better andmore functional for singleportion sizes and with the
new peel seam closures,they are easier and safer to
open than lots of alternative packaging solutions.This is why we are expanding our range.’
William Saurin have introduced their productline ‘Salades Gourmandes’ in bowls by Crown,featuring Peel SeamTM peelable lids. This enablesconsumers to enjoy a tasty meal with a new levelof ease, as the lightweight, durable package caneasily be carried in a handbag, briefcase or lunchbox without spilling. Consumers can enjoy thesalad straight from the bowl.
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Christophe Bontemps explained : ‘In fact westarted in 2002 under the Capitaine Cook brandname but following the repositioning of ourbrands, we have now launched this range ofsalads under the brands Odyssee and CapitaineFracasse. Our salads in bowl shaped cans haveproved very successful; every year we see adouble-digit growth in sales, far beyond thenormal trend in the shelf-stable salads in cans.Apparently these quality products in such apremium package are appealing to consumersmore and more’.
And what was the reason for the introduction ofbowl-shaped cans four years ago? : ‘We simplyfound out that consumers perceive the bowlshapes as more modern and trendy than thetraditional can shape, and consequently theproduct within is also perceived as modern,’Christophe Bontemps continued. ‘In fact it is aready meal; the product contains tuna,
vegetables and some sauce and thevariation in flavours is almost
infinite. So the combinationof a new shape and newcontents makes for areally innovative andoriginal product. Also
the way the consumer
“For consumers abowl is a modernshape”Capitaine Cook is a 100 % subsidiary of theFrench retail group Intermarché. Capitaine Cookhas a canning plant in Plozévet (Brittany) wherethe company produces sardine, mackerel andtuna based products including salads, mainly instandard 2-piece steel cans. ChristopheBontemps is Plant Manager there and since 2002has been involved in the production of salads inbowl-shaped cans in his plant. Crown-France isthe main can supplier for the company.
For the Odyssee product range,a peelable Crown Peel SeamTM
closure is used.
eats the product is new ; he or she can enjoythe salad directly from the bowl, either ‘on-the-go’ or at work at his desk for example.
This trend often applies to younger consumerswho also find eating directly from the bowl noproblem at all. Convenience is the key word forthis new category of consumers.
So for us it is quite clear: this can shape and theconvenience it offers is a real plus for themarketing of a similar new product and certainlydeserves its slightly higher price. We all sharethis feeling in our company’.
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Our salads in bowl shaped canshave proved very successful; every
year we see a double-digit growth insales, far beyond the normal trendin the shelf-stable salads in cans.
Apparently these quality products insuch a premium package are
appealing to consumers more andmore.
Christophe Bontemps, Capitaine Cook.
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Capitaine Cook has an impressive range offlavours in its salad bowls like “SaladeParisienne”, “Salade Mexicaine”, “SaladePiémontaise”, “Salade Niçoise” and many more.For the Odyssee product range, Capitaine Cookuses peelable Peel SeamTM closures, but for itsCapitaine Fracasse range the company usesregular steel easy open ends.
Christophe Bontemps:‘We produce theCapitaine Fracassebrand for the Nettodiscount chain andtherefore our finalproduct price has to bevery competitive. Forthis reason we optedfor the easy open endrather than the easypeel solution for thisparticular product. Inthis context I have to
add when we use Peel SeamTM closures on thebowls, the retort process is quite critical withregard to the pressure control during the totalprocess cycle. You really have to master thepressure and counter pressure, otherwise youeasily risk deformation of the closure. Oursupplier Crown has been very helpful in theintroduction of this new package with regard tothe delicate seaming and the retorting process.Of course it helps that we have been workingtogether for many years and that Crown islocated in Concarneau, not far from our plant.We are delighted that we have opted for this caninnovation as it has proved very successful’.
Bowl-shape cans fit inthe spirit of the timesOn the subject of bowl-shape cans, APEAL alsowent to the Impress R & D Centre in Crosmières,France to meet Philippe Gimenez, R & DDirector, and Doreen Decker, responsible forStrategic Development Marketing, who wereboth positive about the success of shaped cans,and particularly bowl-shaped cans.
Consumer researchDoreen Decker: ‘Our consumer research revealsthat consumer convenience and the modernimage of the bowl-shaped can are importantissues. The ease of opening of the Easy Peel® endon bowl shaped cans has become particularlyimportant in a context where an increasinglylarge part of the population is composed of verysenior people.
We also found that the large type-face on thebowl also plays a role in consumer convenience.Most of the products in the new bowls constitutecomplete ready meals providing time-savingsolutions for the time-pressured consumer.Bowl-shaped cans also respond to the needsengendered by smaller household units, as wellas people ‘on-the-go’ for business or for leisure,who have no objection to eating directly fromthe bowl. A spoon or so-called ‘spork’, acombination of a spoon and a fork, is packedunder the plastic overcap on the bowl. Thesepremium products are targeted at single personhouseholds and consumers who are preparedto pay the slightly higher prices. It also meansthat these consumer groups are demanding in
BOWL SHAPE GIVES STEELCANS A NEW FACE
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For more informationplease contact:
Christophe Bontemps Plant Manager
Capitaine Cook (Plozévet, Brittany)Tel: +33/2 98 51 52 70
Email: [email protected]
Steve Thomas Marketing ManagerCrown Food Europe
Tel: +44/1905 762 290Email: [email protected]
www.crowncork.com
ChristopheBontemps,
Capitaine Cook,and Steve
Thomas, CrownFood Europe.
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terms of packagingquality as far as thetotal package design isconcerned. They expect anattractively printed can, a printed Easy Peelclosure and a well-designed and printed plasticovercap. With the huge progress in can printingand aluminium foil printing we are perfectly ableto respond to these needs’.
Peel-off closures also have the advantage ofcreating a perception of freshness. DoreenDecker explained: ‘It was interesting to discoverthat some consumers put bowls in the fridgewhen they come home from shopping.Apparently thanks to the peelable closures, thebowls are associated with fresh products thathave to be chilled. This perception fits well withthe consumer trend towards fresh, healthy, low-fat, low-sugar content products. Whereas peoplestill believe that products in standard food canscontain a high level of preservatives, they simplyassume food in bowls is fresh and preservativefree. Of course, bowls containing retorted food
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have all the traditional advantagesof steel cans such as long shelf life,a high degree of food safety,perfect recyclability and so on.
And for brand owners as well asfor the canmaking industry themajor consequence of this boom
in new products in bowls is thefact that it significantly helps to
change the image of the traditional caninto a new modern packaging.’
For more informationplease contact:
Doreen Decker Strategic Development Marketing
Impress Metal Packaging S.A.Tel: +33/2 43 48 51 64
Email: [email protected]
Philippe Gimenez R&D Director
Impress Metal Packaging S.A.Tel: +33/2/43 48 51 00
Email: [email protected]
A broad variety ofbowl-shaped steelcans readily availablePhilippe Gimenez: ‘With our so-called ‘can bodyteam’ in our R & D Centre we undertake manystudies on the different geometries of bowl-shaped cans. The DRD technology we use is infact well-known but a lot of variations in shapeare possible. And with the introduction of softersteels, the possibilities increase considerably.Some customers prefer shapes as round andfeminine as possible, for example, but others likepre-made wrinkles or flutes in the bottom area ofthe can, to give the consumer a better grip.
Thanks to the range of shapes and closuresavailable, there is certainly a huge potential forconvenience products in steel bowl-shape cansin the future, particularly in the single-serve foodmarket.
Doreen Deckerand Philippe
Gimenez ofImpress.
Pate Sibiu : bowl shaped steelpackaging developed by Impress
for launch in the Romanian market.
And for brand owners as well as forthe canmaking industry the majorconsequence of this boom in newproducts in bowls is the fact that it
significantly helps to change theimage of the traditional can into a
new modern packaging.’
Doreen Decker, Impress.
“
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1. THE SECRET LANGUAGEOF COLOUR
Colour in package design, when effectivelyconceived and executed, should leverage theassets of brands and extend brandcommunication. Colour choice is increasinglycritical in the branding of products, as brandingis all about standing apart. The possibilities incolour and printing on steel packaging allowbrand owners to achieve effective branddifferentiation.
A recent survey by Landell Mills hasdemonstrated that there is a general trendtowards higher quality packaging aestheticsand presentation. In particular, the survey
THE SEVEN KEYS TO SHELF DIFFERENTIATION IN STEEL
T oday 70% of consumer purchasing decisions are made at the retail shelf. This is asurprising statistic and highlights just how important the role of packaging is intoday’s retail industry. However, packaging only has a small window of opportunity
to make its impact – it must grab the consumer’s interest almost immediately or it will belost on the shelf. The best ways of doing this are through the package’s material, colour,print quality, embossing or shaping, and due to the constant evolution of steel, can-makingand coating technologies, steel packaging offers excellent shelf differentiationpossibilities. These possibilities are outlined in an information fact-file compiled by the
European Steel for Packaging Industry as part of a sequenced information programme to brand owners,retailers and designers on the values of steel packaging in the Food segment. In this article we bring youextracts from the second information pack in the series – "Shelf Differentiation".
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B r a n d d e s i g n
shows that there has been a decrease in theshare of labelled cans for fruits and readymeals and a decrease in the share of unprintedcans packed in folding cartons for fish, with acorresponding increase in the share of directprinted cans.
Major changes have occurred in printing onsteel over the past few years. The developmentof machines allowing multi-colour printingplayed a key role. Processes, varnishes andinks have been developed to enhance and varythe appearance of the steel pack. Printingtechnology has been enhanced to digitallyprint images with photographic quality on thepack. Moreover, the quality of the steel is keyin achieving a higher print quality, the newmulti-colour printing machines requiring an
homogenous steel surface from every steelcoil.
The recent digitisation of the printing processrepresents a big step forward in print quality.The evolution of computer-based design andthe ability to read this directly onto a printingplate has speeded up the design and printingprocess, also making the process more qualityconsistent. The digital revolution has enabledcomputer-to-plate (CTP) technology wherebydigital images are transmitted directly from acomputer to the printing plates. CTP is animportant factor in transmitting the fullbrilliance of colours and in improvingregistration between the various colours in adesign. If CTP is coupled with Hexachrome®
process printing a much wider range of
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colours can be printed in considerably higherprint quality with improved contrast betweencolours.
It is now possible to print onto holographicsteel substrates – an important feature that isalready being used in the fight againstcounterfeiting of branded products in cans.
The development of new pigments, whichchange colour at different temperatures(Thermochromic effects), offer the ability toindicate fill levels, ready-to-serve, and evensafety features.
Interference pigments - which change colouraccording to the viewing angle - combinedwith steel can shaping, offer some very strikingeffects.
2. STEEL GETTING INTO SHAPE
By using shaped packaging, everyday foodsare made more interesting. Indeed allcategories have the potential to captivateconsumers’ imaginations with new formats andvariants.
A variety of different shaping techniques areavailable for the shaping of steel packs,enabling many different shapes to be achieved- concave or convex, symmetrical orasymmetrical.
Mechanical shaping is the most frequentlyapplied shaping technology with steel. Anexpanding tool in the shape of the cangeometry opens and forms the can from theinside. The advantages of this process are thepossibility of medium to low quantity seriesand low investment costs.
Blowforming is a process using air. It beginswith a can preform placed in precisionengineered moulds to create the desired shape.The preform is then blow-formed with
pressur i sedair, expandingthe preform intothe shape of themould. Duringblow-forming,no tooling isrequired insidethe can. Sinceonly air touchesthe inner surface,the integrity ofinternal coatingsand lacquers isensured.
Hydroforming is analternative process thatuses water instead of airto force a steel tube into arequired shape.
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B r a n d d e s i g n
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THE SEVEN KEYS TO SHELF DIFFERENTIATION IN STEEL3. BREAKING NEW
SHAPING BARRIERSFundamental improvements regarding thetensile strengths and the elongationcharacteristics of the latest steel grades are nowopening up totally new perspectives indifferent areas. Recent, highly ductile steel hasconsiderably increased the shaping potential ofsteel packs. It can be drawn into complex andtraditionally difficult shapes in fewerproduction stages. Another benefit is that thefinished product has a smooth surface with nowrinkles, allowing high quality printing anddecoration. This development offers highimpact potential and an extraordinaryopportunity to brand owners to differentiatetheir products in the eyes of the consumer.
Ideally set for the European food packagingmarket, and particularly suitable for all types offood products, including pet food, thistechnique will no doubt favour the emergenceof original formats, adapted to smallproduction runs, and initiate the launch of amultitude of new products in steel packaging.
4. ENHANCING BRAND RECOGNITION & QUALITY THROUGH EMBOSSING
Embossing is a process which producesdecorations with a raised profile. It offers atactile experience and makes products moreimpressive with enhanced brand recognition.Contour-positive and contour-negative toolsare harmonised for precise embossing.
The use of embossing on steel increases thespontaneous purchase incentive, as theunusual and attractive appearance, togetherwith impressive designs, differentiates theproduct from competition resulting in adecisive advantage on the retail shelf. Theadditional advantage of such designs is thatconsumers often keep such packaging,extending the time the consumer is exposed tothe brand.
5. REFLECTING AN IMAGE OF QUALITY THROUGH METAL FINISHES
The intrinsic bright, metallic appearance ofsteel has always been considered by designersand can-makers as a premium for creatingoriginal and appealing labels for cans. Thismetallic appearance in packaging creates animage of quality and distinction for the productpacked and identity for the brand.
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6. POLYMER COATED STEELS: COMBINING THE BEST OF 2 WORLDS
Interesting new opportunities arise from theuse of polymer coated steels, which combinethe best of steel and polymers. Polymer coatedsteels provide an excellent lever for shelfdifferentiation, being available in variouscolours and offering an exceptional surface onwhich to print.
The excellent scratch and scuff resistance ofthis packaging material constitutes improvedbarrier against rough handling and transport,securing the product appeal throughout thesupply chain, all the way to the consumer.
In addition, developed for maximum aestheticappeal and point-of-sale impact, polymers withholographic design offer brand managers anddesigners a highly creative and versatilemedium for packaging consumer products.The illusion of movement creates shelf impact.It is very easy to combine brand graphics,embossing and printing to further enhancepackaging design. As well as having aestheticappeal, it is also an excellent anti-counterfeiting solution. New holographicdesigns can be created that take the form ofcorporate or brand logos, bringing furtherbenefits in terms of product authentication.
7. ORIGINALITY GUARANTEED
To achieve the objective of differentiating thebrand through packaging, whilst giving it amodern and trendy image, brands have uniquepackaging alternatives in steel at their disposal.
The unfamiliar use in the food segment of steelpackaging solutions from other market sectorscan have an important impact on the marketingof these products. It enables a food product tostand out on the retail shelves, providing itwith a modern and trendy image.
Using the beverage pack format for variousfood products such as peanuts, chocolates, etc.confers a trendy image to the product, whichcan be easily distributed using vendingmachines.
Liquid foodstuffs such as oils, whipped creamand mousse can be conveniently packed inaerosol containers and offer addedconvenience. This packaging format providesadditional differentiation on the retail shelf totempt the consumer.
Together, can makers, steel producers anddesigners are resolute about developinginnovative solutions to support newproduct launches and to differentiate orreposition brands.
As a result, we can now find a widevariety of food products packed inunfamiliar steel containers.
This article is an extract from Pack 2 onshelf differentiation, taken from the
information programme “Steel for Packaging: Trusted Experience,
Value for the Future”.
The complete documentis downloadable at
www.apeal.org
or a printed copy can be obtained bycontacting APEAL.
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D e s i g n s o l u t i o n s i n S t e e l
ALPHA CENTAURI DESIGN:MULTIFORM SHAPED CANS FOR THEEXPANDING READY MEAL SEGMENT
O ne of the leading packagingdesign agencies in Francehas recently developed a
range of steel concepts for thevery promising ready meal seg-ment. Tom McMurtry exploreshow and why the agency devel-oped these innovative designs,which exploit the potential ofductile, easily shaped packagingsteels.
Designers Patrice Galimand, FlorenceGalimand and Pierre Lucas founded AlphaCentauri Design in 1996, today one of theleading packaging design innovators in France.Their previous creative expertise was well
sector, as well as their experience indeveloping their original packaging solutionsfor the merchandising and corporate identity ofmajor brand leaders on the internationalmarket.
High distortion steelto pack ready meals The agency has recently worked with Impressand Arcelor to produce a number of originaldesigns using Arcelor’s newly launchedCreasteel, a high distortion, deep drawingquality steel which permits the production ofmultiform drawn cans. Although AlphaCentauri Design’s vision and expertise wasmainly with plastics for the creation of uniqueshaped containers, they had found a newpotential for innovative packaging solutions
using this highly flexible steel. Thesenew containers, beingprogressed to prototype,
are suitable forprecooked foods
and are designedfor reheatingusing varioushousehold ovens.
Indeed, thisfashionable single
serve market, which istoday dominated by plastic
containers, is expanding rapidlywith growth rates currently exceedingdouble digit figures.
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known within the packaging industry, as theywere the pillars of design at the Allen CarréAgency, one of the first designers to introducethe shaped steel can in a lengthy campaign tochange the image of the traditional three-piecesteel can.
Alpha Centauri offers a total concept fromcreation to production using their competenceand knowledge of current consumption trendsin the food, beverage, industrial and cosmetics
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Critical issues for success When discussing the various Alpha Centauriprojects with Florence Galimand, she stressedthat although they had the capability ofproducing three dimensional concepts andwere in contact on a regular basis with themajor European retailers, it was this exclusivecollaboration with Impress and Arcelor whichthrough the ongoing exchange of eachindividual partner’s competence and expertise,
has resulted in the creation of shapedpackaging solutions suitable for ready mealsand snacks.
“It is vital that during the conception of apackaging solution”, Laurent del Bianco,Creative Director for Alpha Centauriemphasized, “that each phase of thedistribution process is considered by thedesigner, up to the presentation at the point-ofsale, the final consumption by the consumerand very crucial for Alpha Centauri, the impactof the packaging on our environment. It is
exactly in this frame of mind”,he continued, “that
we developed anew standard of
steel tray for snacks andsingle serve meals.” To enable
Alpha Centauri to do this theremust be an extremely close working
relationship between steel producer,can maker, brand owner and distributor
to ensure that a maximum of parameters aremet with the new design. The manufacturingfeasibility, cost effectiveness, transportation,filling and distribution, presentation on theshelf, convenience of use, and ensuring thatthe product is consumer and environmentallyfriendly are all critical issues for success.
For more informationplease contact:
Florence Galimand Director Design Department
Alpha Centauri DesignTel: +33/1 42 17 46 42
Email: [email protected]
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Reducing the impactof packaging on ourenvironment“We at Alpha Centauri”, Florence Galimandadded, “are also committed to reducing theimpact of packaging on our environment byavoiding the use of multi-material concepts topermit trouble free collection and separationprior to recycling.” Brand owners andconsumers alike are constantly aware of theneed for innovative packaging whichminimizes waste and is used in anenvironmentally sensitive manner.Environmental acceptance is today seen as anadded value by society. And steel has a strongcard to play in this field!
INSPIRING STEEL PACKAGINGSOLUTIONS
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S t e e l P a c k a g i n g G a l l e r y
CHIVAS REGALChivas Regal 12 Year Old Premium Whisky has unveiled a new gift pack aimed at boostingsales during the crucial pre-Christmas and New Year period. The pack was designed byCreative Leap and produced by Crown Speciality Packaging. The innovative, modernshape, inspired by a cigar tube, is a combination of classic crafting with contemporary
styling and distinguishes the product on the shelves.
NEW PAINT RANGE FOR AKZO NOBELOriginal and visually powerful designs were created by Mountain Design in theNetherlands for a new paint range for Akzo Nobel using a standard 4 colour set. A spotmatt varnish is used on the Crown logo and the textile effect back panel and the stylishlook is completed with a black handle. Matt Sykes, Impress Account Manager
commented, “With the vast majority of water based paints packaged in plastic, this new range sendsa powerful message to the market. It suggests that customers see metal as the preferred choice fortheir premium product launches due to its superior print qualities and unrivalled packperformance.’’ The range of cans won two prizes at the recent MPMA Best in Metal Awards in theUK in the Consumer Appeal and the Homecare & Industrial categories.
www.steelforpackaging.org
RETRO CASEThe aim of the German based ‘jm.packdesign’ was to create a stylish andmodern container suitable for packaging a variety of dry products. Thedecorative tin is colourful, attracts attention on the shelves, and lends apremium quality to the product. The container is smooth with a well
fitting lid, and can be kept by the consumer for storage of other products after use.The tin has already been commercialized for the sale of tea. It is mainly used forcoffee, tea, food (like sugar...), but can also be used for packaging of clothes.
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INSPIRING STEEL PACKAGING
SOLUTIONS
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WELEDA COSMETIC SET FOR MENSwiss company Andreas Kopp AG has developed an oval-shaped, slim secondary packaging for Weleda cosmeticproducts for men, embossed with the Weleda logo. Thechallenge was to develop an elegant and stylish packaging
reflecting the premium quality of the product. All the edges are rolledinwards, to improve the elegant look of the packaging.
COLOMBO OLIVE OILItalian canmaker ASA San Marino has developed ‘Colombo’, a customized 3-piece steelpackaging for olive oil in the form of a bottle, available in 500ml, 750ml and 1 litrecapacities. The Ø 65 mm body of the can is expanded in to a customized shape andcan be printed allover. The body and the neck are made of steel, whilst the cap is a
standard pilfer closure for glass bottles for edible oil. The steel packaging offers quality and safetybenefits : it is an efficient barrier for light and oxygen, it guarantees that the organoleptic propertiesof the olive oil are maintained, and it is totally tamper-proof. Because of its lightness, Colombooffers a significant reduction in transport costs: it weighs almost 75% less than a glass bottle of thesame capacity Colombo can fit into existing filling lines for glass bottles. The only difference isthat it is not breakable! It offers a considerable advantage in production efficiency due to thereduction of line downtime and can resolve the problem of dangerous glass fragments duringpacking.
FRUISSAn elegant pack from Routin, France, housesthe company’s “Fruiss Sans Sucre”, low-sugarpeach drink. The container resembles a largecan with a plastic bottle-type head. The pack
comprises a 500 ml three-piece steel litho printedcanister. The top is capped with an injection-mouldedflip-top cover, with a removable juice seal membrane.
Would you like to know more about all these
steel packaging solutions?
Please visit:
www.steelforpackaging.org
D uring the last 20 years the major innovations in the beverage can making industry such as light-weighting, necking, improvement of printing possibilities, diversification in can sizes etc. have beenvital in maintaining the competitive market position of the beverage can in the packaging world. These
sophisticated technological developments however in most cases went more or less unnoticed by the majori-ty of consumers except in the case of the convenience of the ‘easier’ easy open end, or for example othervisible or tangible changes in the can design. And of course the key word is really ‘added value’ becausethat is how a brand owner can enhance his product, also by the package with the right features.
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Steel producerstogether with can makers are ableto supply ‘bright’ steel cans byimproving existing manufacturingprocesses.
THE “ACTIVE’’ STEEL BEVERAGE CAN: A SMART CHOICE
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Emotional added value coming from beverage cansImprovements in technical possibilities for beverage cans in the last fewdecades has opened up the huge potential of beverage cans formarketeers at brand owners. The possibility of having photo print qualityon beverage cans made them attractive for promotions, and laser-etchingof the tabs enabled marketeers to organize games around their brand.Steel producers together with can makers are able to supply ‘bright’ steelcans by improving existing manufacturing processes. Can makers can usea fluorescent varnish that gives a really radiant appearance when uv lightor ‘black light’ shines on the can.
Another important tool for marketeers became the use of embossing forbeverage cans. Adding a tactile experience to the holding of a cancertainly helps to leave a longer-lasting emotion with the consumer.
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DRINKING TEMPERATURE MADE VISIBLEA good example of intelligent features is thevisibility of the temperature of the drink in acan. There is hardly a worse insult to the tasteof a beer drinker than offering a lukewarmbeer. To be sure that the consumer knowswhen the product has reached the desiredconsumption temperature, thermochromic inkscan be used to print logos with a message,such as “drink now!” for example.
The thermochromic effect is achieved byadding some special pigments to the printinginks whose colours change as the temperaturechanges.
WIDGETS PRODUCE FOAMY CONSISTENCYBut probably the most impressive activefeature available for beverage cans is thepossible incorporation of widgets in beveragecans. Over the past few years there have beena multitude of designs and materials used forwidgets to produce a smooth rich creamyconsistency in canned beer comparable withtraditional draft, until now considered thepremium of brewed ales. Liquid nitrogencontained in the widget is released when thecan is opened forming minute bubbles andturbulence together with the CO2 forming softmellow foam.
The success has been immediate and cannedbeer sales consequently boomed.
Widget technology was introduced to the ‘newwave’ drink market segment with thelaunching in the UK in 2002 of “Kenco icecappio”, a creamy coffee drink in a can. Thetechnology is suitable for milk shakes, yoghurtand fruit flavored milk drinks and why not irishcoffee and pina colada.
The soft frothy texture of milk drinks,much appreciated by our young
consumers, has always been difficult toreproduce when using conventional
packaging concepts. The widget conceptin cans has now made this possible andopens up a new marketing potential formixed milk drinks, milk shakes, yoghurt
drinks and coffees.
“
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Functional added valueToday, the complexity of beverage packaging technology found in the local supermarkets embraces a multitude of technologies. The active beveragecan communicates with the consumer. It informs the consumer about the temperature of the beverage or the can reacts to stimuli by cooling, heatingor foaming the product. The active beverage can even enables various ingredients to be mixed in the can just before consumption. To make all thishappen, active components that trigger a specific mechanism are required. Can makers, together with brand owners, developed a number of devicesthat trigger some mechanical or chemical process.
These dairy products are nowbeing packed regularly in steelcans where widgets are used toproduce a cappuccino andmilkshake consistency.
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THE “ACTIVE’’ STEELBEVERAGE CAN: A SMART CHOICE
PRESERVING NATURAL ELEMENTSThe revolutionary Freshcan® concept uses the “Wedge” to separateliquids and solids, which are mixed just immediately prior to use. Thisprocess has made available the potential of using time and liquidsensitive ingredients such as vitamins and minerals associated with healthand energy drinks, and opens up a new exciting approach to theconsumption of nutritional supplements and a multitude ofpharmaceutical products. The application for brand owners is notcomplicated: the “Wedge” is inserted by simple handling at the filling lineand the pressure activation in the “Wedge” has been kept standard andthus very reliable. In the USA a number of brand owners already use theFreshcan® system for their functional drinks.
B e v e r a g e
The new “wedge” technology addsanother attribute to the versatitlityof the can. Beverages are enhancedwith vitamins, trace elements orpro-biotic additives. A capsule - the“wedge” - floating in the liquidreleases its dry and protectedcontents when the can is opened.
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Will the can speak outand sell your product?Will future packaging concepts reach out to theconsumer, using vocal or imagery techniques,and have your favorite pop star or soccer playersay “Please take me home and drink me!” or“You’ll feel much better after a real cool beer!”
These ‘Smart’ innovations in Steel packagingtechnologies which initiate a change to thefunctionality of the package are transformingbrands, offering new benefits to the consumer,creating new opportunities and can help drivecan growth in the future.
HIGH NUTRITIONAL VALUEPRESERVEDSensitive products like milk drinks, coffeedrinks, yoghurt drinks and so-called ‘wellness’drinks keep their high nutritive value andsuperior taste better by a gentle heat treatment.So Aseptic treatment was developed forbeverage cans. In this processing technologycan and end are sterilized, the drink is heat-treated by a UHT process in a gentle way andthese sterile components come together underaseptic conditions on the filling line. The finalproduct is of first-class quality.
Please
take me home
and drink me!
CANNING HOT AND COLDIn a society where consumption is increasingly ‘on-the-go’, the added convenience of self-heating and self-cooling beverage cans for today’s busyconsumer is incontestable. Both self-heating and self-cooling beverage cans are the subject of ongoing technical improvements to make them cheaper,more reliable and efficient in terms of heating and cooling performance, improvements which are necessary in order for them to achieve commercialstatus.
The technologies for heating and cooling are still the subject of intense research efforts. The Holy Grail of the metal packaging industry today iscertainly the self-cooling beverage can. Patents are numerous worldwide and proprietary engineering can by the push of a button cool a can of beerfrom 20°C to almost 3°C in a matter of three minutes. Another example is the ‘I C Can’ developed as a result of a Tempra technology and CrownHoldings Partnership, which has been successfully evaluated. Using a natural desiccant contained within a vacuum draws heat through the evaporatorinto an insulated heat-sink, which significantly reduces the temperature of the beverage.
In contrast, the self-heating can has made its debut for coffee, soups and sake with a serious contender for baby foods. The process is simple: heatingdevices have been around a long time, just mix calcium oxide with water. Putting the chemistry in cans however needed some very cool engineeringto heat a can of coffee to 60°C in a matter of minutes. It’s not surprising that the concept has generated considerable interest from retailers in Europe,where despite global warming, a steaming hot cup of tea or coffee is still highly appreciated as well as the acclaimed ice cold Coke.
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SUSTAINABILITY OF STEEL FORPACKAGING FURTHER ENHANCEDTHROUGHOUT EUROPE
F or the first time, recycling data gathered by APEAL covers 30countries, namely the EU-25 as well as Romania, Bulgaria,Norway, Switzerland and Turkey and provides a full picture of
the recycling performance of steel packaging.
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Over 2.3 million tonnes of steel packagingwere recycled in Europe last year. Thisrepresents an average recycling rate of 63% inthe EU-25, an increase of 6% in recycledtonnage compared to 2004.
Steel recycling ratesrise throughoutEuropeGrowing recycling rates are being achievedthroughout Europe with recycling ratesreaching up to 92% in Belgium.
Remarkable progress in recycling was made inthe Baltic States, Poland and Slovakia (from+37% in Slovakia to +120% in Lithuania). Othercountries which improved their recycledtonnage include the UK & Denmark (between10% and 15% increase), Spain, Finland andItaly (between 5% and 10% increase) as well asAustria, Ireland, Germany, Portugal,Switzerland and Hungary which increased theirrecycling performance by up to 5%. As far asTurkey is concerned, a recycling rate of 34%was achieved in 2005 for metal packaging,exceeding the 30% recycling target imposed bylaw.
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E n v i r o n m e n t a l i s s u e s
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Recycling contributesto the sustainable useof resourcesThrough increased recycling of steelpackaging, resources such as iron ore and coalare preserved for future generations andenergy use is vastly reduced. Over the last 10years, more than 16 million tonnes of steelpackaging have been recycled, saving 40million tonnes of CO2 emissions. This savedthe equivalent CO2 emissions of 22 millioncars, each car travelling an average of 10,000km per year.
A key factor contributing to these highrecycling rates is the adaptability of steel to avariety of collection systems ranging frommixed household waste to multi-material,door-to-door collection. Such systems, whichare generally integrated into the wastemanagement system for a locality, are nowcommonplace in Europe and are rapidly beingimplemented in Eastern and Central Europe.Importantly, they have the advantage that theycollect all types of household steel packaging
(food cans, drinks cans, aerosols, etc.),whereas some systems, notably depositsystems, are restricted to beverage containers.
Further developmentof recycling expectedin Eastern & CentralEuropeFurther improvements in recycling can beexpected in Central & Eastern Europe drivenby the on-going development of the collectionand recycling infrastructure as well as thephased EU recycling targets until 2015.
Philippe Wolper, Managing Director of APEAL,comments: ‘Brand owners having opted forsteel to package their goods have not only theassurance of an optimal protection of theirproducts but also a packaging solution whichis highly beneficial to society from asustainability point of view. Indeed, the factthat steel packaging is increasingly recycledthroughout Europe and therefore brings highvalue to our society constitutes a majorcontribution to increased sustainability’.
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For more informationplease contact:
Jean-Pierre TaverneEnvironmental and Technical Affairs
ManagerAPEAL - Avenue Louise, 89
BE-1050 BrusselsTel: +32/2/535 72 05Fax: +32/2/537 86 49
E-mail: [email protected]: www.apeal.org
Reducingenvironmental impactthroughout the supplychainThe programmes under development areambitious and set a number of goals which tracethe path towards better sustainability for all.Indeed, retailers such as Wal-Mart are leadingdiscussions on how, working closely withsuppliers, academics, NGOs, politicians andother business leaders, they can stimulatechange at all levels of the supply chain. Indeed,with more than 60,000 suppliers, they have atremendous lever to stimulate them to improvetheir own environmental profiles by settinga number of clearly identified targets.These efforts,
coupled with the fulfilment of their own specifictargets, should help to reduce theirenvironmental impact. Once these results areachieved, communication on theseachievements will become even more important,as over time it will increasingly become amarketing tool for differentiation.
CANNED FOOD: A RESPONSIBLECHOICE IN TODAY’S CHALLENGETOWARDS ENERGY EFFICIENCY
C limate change is recognized as one of the greatest environmental, social and economic threats facingthe planet. In Europe, the EU institutions are at the forefront of efforts to shape the appropriate poli-cies stimulating changes in human consumption patterns, since they recognize that fundamental
actions have to be undertaken. At the same time, different economic actors are exploring ways to activelycontribute to the reduction of global primary energy consumption. Within the packaging chain, retailersand brand owners are starting to implement different programmes aiming at increasing their sustainabilityprofile.
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For a free yetenvironmentallyresponsible choice The food industry utilizes a supply chain thatconsumes energy at every step of movingproducts from field to table. Those steps includegrowing, harvesting, processing, packaging,transporting and storing. The challenge is toreduce the overall environmental impactthroughout the supply chain, whilst at the sametime meeting the consumer demands of quality,nutritional benefits and variety of choice. Indeed,if the choice was to be reduced to one singleproduct, there would be no competition.
Without strong competition, no furtherprogress will be made, also on the
environmental grounds of energyconsumption. Each of us has to
become responsible for the choicewe make as an economic actorbut also as an environmentallyresponsible actor.
E n v i r o n m e n t a l i s s u e s
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For more informationplease contact:
Jean-Pierre TaverneEnvironmental and Technical Affairs
ManagerAPEAL - Avenue Louise, 89
BE-1050 BrusselsTel: +32/2/535 72 05Fax: +32/2/537 86 49
E-mail: [email protected]: www.apeal.org
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Canned food: anenergy efficientsolution to deliverfood In this context, canned food could well becomenot only a choice based on quality, convenienceand affordability, but also a responsible choicebased on environmental considerations.
Indeed, a US study conducted in 2005 byScientific Certification Systems (SCS) of Californiacomparatively assessed the energy consumptionof refrigerated, frozen and canned food deliverysystems, quantifying the energy requirements atevery step of the supply chain looking at a rangeof packaging/processing combinations.
The following packaging/processingcombinations were selected:
- Bulk refrigerated product (e.g. green beans,broccoli, asparagus) in coated cardboard
- Portion packaged refrigerated product inPS/PET pack (e.g. blueberries, raspberries)
- Frozen products in plastic LDPE bags (e.g.blueberries, green beans)
- Frozen products in coated liquid board (e.g.spinach, frozen ready meals)
- Canned ready meals, full content utilization(e.g. soup, ravioli, chilli, tomatoes)
- Canned goods with processing liquid (e.g.green beans, blueberries, chicken)
The study analysed the relative use of energy ateach stage: growing, harvesting, processing,packaging, transporting, storing for wholesale
and retail distribution, without forgetting homestorage and cooking. The study clearlydemonstrated that canned food uses less energythan alternative solutions.
Why is canned food anenergy efficientformat of fooddelivery? Food processing: Energy inputs for canning aresignificantly less than those reported for frozengoods
Transportation: due to its compact & stackablecontainer design, it enables more food to betransported in a limited volume with lesstransport packaging
Storage: being stored at ambient temperature, itis totally independent of refrigeration
Meal preparation: being already cooked in thecan, canned foodrequires less energy forpreparation since it canbe used with minimalreheating or consumeddirectly from thepackage withoutreheating (eg. Greenbeans in salad).
For refrigerated and frozen products, storage andtransportation are stages that significantlycontribute to the total energy consumption. Forcanned food, the production of packaging is thedominant contributor but this is more largelycompensated by the fact that the can allowsenergy savings throughout the distribution chain,contributing to a positive balance. This resultdoes not even take into account the energysavings made possible through the avoidance offood losses which would occur with lessprotective packaging.
Bill Heenan, President of the US Steel RecyclingInstitute, commented, ‘The most efficient,convenient, and nutritional delivery system offood to a dinner table is brought to the consumerthrough steel cans. Now we know that inaddition to being the most recycled foodpackage, cans are also a way for us to reducegreenhouse gases’.
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I n t e r v i e w w i t h a n e x p e r t
FABRICE PELTIER
THE CAN: THE FUTURE PACKAGING SOLUTIONT he fundamental packaging innovations were established during
the 19th century, and it was throughout the 20th century that theoptimisation of these concepts was achieved. We are now in a
period of transformation of these packaging solutions to make themmore ecologic and sustainable”, stressed Fabrice Peltier during thepresentation of his publication ‘La boîte : solution d’avenir’ (Pyramydntcv) at ‘Emballage’ the French international packaging show. Thebook was compiled and edited together with Rachelle Lemoine, EricDelon and with the participation of Uppia (the French Association forthe Promotion of Processed Foods).
Authentic packaging“The metal can is the authentic packagingmedium which has permitted the conservationof food, culinary traditions and their exchangefrom north to south, and from east to west.
Metal packaging can be basic and functional orextravagant and luxurious enough to attract theattention of the well-known designer Jean PaulGaultier. It preserves natural flavours, in time,it offers maximum security and is probably themost secure packaging available today with thelongest conservation time, which preventswastage particularly in developing countries,which do not have the resources forrefrigeration. The mobility of the can has madeit the packaging of adventurers and it offersculinary pleasure under the most extremeconditions on earth and even in space forastronauts. The can is ecologic, easily collectedby magnetic separation and perfectlyrecyclable.”
Common universalvaluesDuring an interview with APEAL after thepresentation, Fabrice insisted on the fact thatthe steel packaging industry should focus ondeveloping a communication strategy to informthe brand owners and consumers that the steelcan is the most viable means of packaging forfood and beverage that exists but that thequality which is integrally preserved is only asgood as the product which is initially packed.He said, “Rather than focus on differences, weshould emphasize our common universalvalues.”
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It is vital that we considerpackaging not only in tons and cans
per minute but as projects, whichwill offer added value to the
product, packed
Fabrice PeltierP’Référence
“
”
“
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The can’s visibility through design and acombination of high calibre food and beveragewill influence consumer perception anddissociate the industrial process with thequality of the product packed.
“The key today”, he said, “to ultimateconvenience, is the microwavability ofprocessed food cans and single serve portionswhich seems now to be feasible, usingstandard steel or the latest co-extruded steelcoatings, recently introduced on the market.”
“Are we capable of producing a food can withits own identity, which is avant-garde,appreciated by collectors and packedspecifically to correspond to a trend or aprecise moment in time?” Fabrice said:“Imagine”, he continued, “if we design canscorresponding to the season, the hour of theday, a particular place, a major event.”
“It is vital that we consider packagingnot only in tons and cans per minute
but as projects, which will offeradded value to the product,
packed. These ‘niche’ marketsand their unique designs can
have a crucial impact in themarket, and change the
overall image of thesteel can.”
Filling the gapThe exceptional strength of steel packagingguarantees security and protection of theproduct, whilst being easily accessible by theflick of a finger.
Today, consumers are fully aware of theimportance of ecology and the urgency topreserve our resources by less wastage andtheir recyclability. Metal has a value, whichmerits its economy and conservation and is, infact, 100% recyclable.
The consumers perception of the can as arather low cost choice needs to changethrough the introduction of innovative shapesand decoration. This, together with a selectionof opening devices to make the can anexceptional packaging, will capture theconsumers esteem as a quality preference.
For more informationplease contact:
Fabrice Peltier President
P'RéférenceTel: +33/1/44 85 86 00
Email: [email protected]
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I n t e r v i e w w i t h a n e x p e r t
FABRICE PELTIER THE CAN: THE FUTURE PACKAGING SOLUTION
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I S S U E N R 2 9 - A P R I L 2 0 0 7
Responsible Editor
Philippe Wolper - APEAL
Chief Editor
Charles Reuland - APEAL
Coordination
Sarah Clapham - APEAL
Editorial Committee
Renaud Batier - APEALCatherine Jung - Arcelor Packaging
Volker Lauterjung - Rasselstein GmbHTom McMurtry - Packaging Consultant
Jackie Mellese - APEALNicole Regnery - Rasselstein GmbH
Susan van der Steenhoven - Corus Packaging PlusJean-Pierre Taverne - APEAL
Evert van de Weg - Packaging Consultant
Concept Design : - www.pavy.be
Printed on recyclable paper
The Association of European Producers of Steel for Packaging
Avenue Louise 89 • BE-1050 BrusselsPhone +32/2/537 91 51 • Fax +32/2/537 86 49
E-mail : [email protected]
www.steelforpackaging.org
A proactive approach“The future needs of the designer”, Fabriceremarked, “to successfully accomplish a steelpackaging concept, is to react, within a veryshort time frame, toour customers requestsor a specific marketsituation with afeasibility study. Withan increasing varietyof shapes and formsavailable, it hasbecome more difficultto provide a rapid andrealistic estimation ofmanufacturing costsbased on a threedimensional graphicimage. We need toaddress this matterurgently, with a programme to calculateapproximate costs, taking in consideration thetype of manufacturing technique used, theprinted design and the quantities required. “
“Cans need to adapt to the consumer’s frameof mind, at a particular place or a particulartime. It has to be an intimate and personal
experience and thecustomer will pay theprice if he gets asophisticated productfor a uniquehappening”, Fabricestressed. “The newsteel qualitiesavailable offer aconsiderable potentialfor design and with aclose cooperationbetween designer andmanufacturer thec o n s u m e r ’ sperception could only
favour the choice of steel for packaging in thefuture.”
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