食品包装英文PPT.ppt 105页

PackagingDefinitionsPackagingisameans,notanendinitself1“Packagingisthescience,artandtechnologyofenclosingorprotectingproductsfordistribution,storage,sale,anduse”“Packagingcanbedescribedasacoordinatedsystemofpreparinggoodsfortransport,warehousing,logistics,sale,andenduse”“Packagingcontains,protects,preserves,transports,informs,communicates,sellsandenablesusage” FunctionsandrolesofpackagingPackagingisameans,notanendinitself2HistoricalrolePastPresentFuturecontainsprotects(physically)transportspreservessells(shelfappeal)communicatesinformsenablesusage(convenience)promotesreuseacts(intelligent)interactsisenvironmentallysound PackagingMatrixComplexcombinationofcriteriaina3dimensionalmatrix3PackagingAttributesDemandsonPackagingConsumerSafetyRegulatory/LegalrequirementsProductinformationShelfappealBranding/PromotionCost/EconomyEcology/EnvironmentMachinability/LineefficiencyTraderequirementsConvenienceProductprotectionDistribution/logisticPackagingLevelsPrimarypackagingTertiarypackagingSecondarypackagingMaterialStructuraldesignPrinting&DecorationGraphicdesign PackagingMatrixEachproductwillbepackedinseveralpackagingarticles4PackagingLevelsPrimarypackagingTertiarypackagingSecondarypackaging PackagingLevelsTerminology5PrimarypackagingSecondarypackagingTertiarypackaging PackagingLevelsTerminologyandexamples6PrimarypackagingSecondarypackagingTertiarypackaging=SRPorDisplay=PackagingAssembly=TransportationUnit=SKU=FoodContactand/orSalesUnit=Pallet=UnitLoad PackagingLevels7Somedemandsonpackagingarecommontoalllevels,e.g.ecology,machinability,cost…HoweversomedemandsarespecifictoeachlevelPrimarypackagingSecondarypackagingTertiarypackaging4-Palletisationrequirements1-FoodContact2-RequirementsinConsumerUnit:PIF,EZO,Reclose3-Tradeguidance=SRPorDisplay=PackagingAssembly=TransportationUnit=SKU=FoodContactand/orSalesUnit=Pallet=UnitLoad PackagingLevelsSomedemandsonpackagingarecommontoalllevels,e.g.ecology,machinability,cost…Howeversomedemandsarespecifictoeachlevel8PrimarypackagingSecondarypackagingTertiarypackaging4-Palletisationrequirements1-FoodContact2-RequirementsinConsumerUnit:PIF,EZO,Reclose3-Tradeguidance=SRPorDisplay=PackagingAssembly=TransportationUnit=SKU=FoodContactand/orSalesUnit=Pallet=UnitLoad Primary:FoodContact4casesofproductin“FoodContact”withpackagingmaterial9MaterialphysicallytouchingtheproductExamples:-Milkini-Tender(cartontrayinsideandOPPwrapper)Bagorboxwhenprimarypackis:Twistwrapper(e.g.One-by-One,Imagine)-Non-sealedpralinetray(ILM)Retailcaseforwrappedproducts(e.g.Mignonette,WTR)Materialin“air”contactwithproductMaterialincontactwithsealedlowbarrierfilmcontainingtheproductHermeticallysealedproductwithlow/insufficientbarrierfilm,permeabletocontaminants–mostvulnerablearehighlyabsorbentproducts(largesurface,mobile,fatty–e.g.powders)-PEcoatedbag(e.g.Pavlidescocoabev.)-OPPpouchfortwistedproductsinco-packing(e.g.TCOsegments)Materialincontactwithproductinconsumptionphaseafteropening-Sealedpralinetray-Sealedtabletsandbarsstoredafteropening(noteateninonego-contaminationbasedontimeuntileaten) PackagingLevelsSomedemandsonpackagingarecommontoalllevels,e.g.ecology,machinability,cost…Howeversomedemandsarespecifictoeachlevel10=foodcontactand/orsalesunit=SRPordisplay=packagingassembly=transportationunit=SKU=palette=UnitloadPrimarypackagingSecondarypackagingTertiarypackaging4-Palletisationrequirements1-Foodcontact2-RequirementsinConsumerUnit:PIF,EZO,Reclose3-Tradeguidance CU:PackagingIntegrityFeature(PIF)AllMondelēzInternationalproductsshallhaveaPIF11Definition:“APIFisapackageseal,featureoraddition,appliedduringoriginalmanufacture,whichpreventsopeningthepackageinthenormalmannerwithoutdestructionorpermanentdisplacementofthefeature.”APIFhastoprovideevidenceofpackageandsealintegrity,butitdoesnotmeanthatapackageistamperproof.Documentation:CorporateQualityProcedure:7.3-20PackageIntegrityPaperstickerOverwrapfilmTearstripsticker(partly)removablesticker CU:Easyopening(EZO)Feature&GraphicAnynewpackagewhichislaunchedbyKraftFoodsshallhaveafunctionalEasyOpening(EZO)andagraphicdescriptionoftheEZO12Definition:AcontrolledEZOfeatureenablestheconsumertogetaccesstoaproducthelikestogetinaconvenientwayandwithoutusingadevice(e.g.tool).Background:Aspartofthe“CreatingConsumerBrandValue”strategytheobjectiveofEZOforallKraftproductshasbeenwidelycommunicated.Packageswhichareeasytoopenandreclosesupporttheconsumerinterestinconvenienthandling.Documentation:BestPracticeonEZOPeel‘nsealVAFPTeartape CU:RecloseFeatureReclosefeatureisrecommendedformulti-serveproducts13Definition:Areclosefeatureallowstheconsumertocloseapackagingprovisionallyafterfirstorfurtheropenings.Itisdesignedtoholdthepackagingcontentinsideandgiveacertainprotectiontotheremainingproduct.Background:Ifapackisdefinedasamulti-portionpacktheconsumerwouldnormallyexpecttobeabletoreclosethepackafterusage.Inaddition,theinclusionofrecloseshouldbealignedtothepackservingsizeandlinkedtotheH&Wpolicy.TwistoffcapHingedlidPeel’nsealVAFPII CU:PlatformspecificrequirementsSome“packagingplatforms”aredevelopedatMondelēzandtheirexecutionshouldfollowBestPractices.14Peel’nSealInvisibleSealKraftownedtechnologyEZOsystemwithrigidtrayinsidePIFdiecutBPforfilmdiecutEZOgraphicsMaterialstructureStickPackVAFPValueAddedFlowPackKeycharacteristicsforVAFPfunctionality:Laminate&CSspecification,CSpattern,Finseal“Tjunction”positionandfilmoverlap,Gussets,Cuttingknives:straightcut,Sealingjaws:crossmachinedirection,EZOpictogram:graphicandpositionKraftconceptprotectedwith3patentsandsupplierexclusivityGraphicappearanceonshelfConvenience(easyopening/reclose)FlexibilityinboxshapesProductprotection/freshnessProductqualityovershelf-lifeProtectionagainsttainting(off-tastes)vs.inkandboard.Keycharacteristics:Fourstandardwidths:23,30,35and45mmDefinedtarget,minimumandmaximumlength,dependingonwidthEasyopeningfeatureMaterialstructureAkeychallengeforAssortedPralinesistocreateinterest/newness/modernitywhilstrespectingkeyrequirements.Invisiblesealcanevenimprove: PackagingLevelsSomedemandsonpackagingarecommontoalllevels,e.g.ecology,machinability,cost…Howeversomedemandsarespecifictoeachlevel15=foodcontactand/orsalesunit=SRPordisplay=packagingassembly=transportationunit=SKU=palette=UnitloadPrimarypackagingSecondarypackagingTertiarypackaging4-Palletisationrequirements1-Foodcontact2-RequirementsinConsumerUnit:PIF,EZO,Reclose3-Tradeguidance TU:ShelfReadyPackaging(SRP)(1)16Examples TU:ShelfReadyPackaging(SRP)(2)17Inordertocomplywiththeretailersneedsandtheequipmentconstraints,anynewtransportationunitshallfollowtheSRPDesignGuide9706whichfocuseson:Structure(construction),Graphics,Equipmentconsiderations(ifapplicable)Definition:SRP(ShelfReadyPackaging)=RRP(RetailReadyPackaging)=PAV(prêt-à-vendre)refertoaproductthatcomesinareadymerchandisedunitwhich:iseasytoidentify,iseasytoopen,caneasilybeputontotheshelf,caneasilybedisposedof,allowsanoptimisationofshelfreplenishment,enhancesproductavailability,visibilityandaccess.Background:NumerousRetailChainsallacrossEuropedemonstrateafairlyhighlevelofSRPimplementation.Expectedbenefits:productivityandbusinessopportunity TU:ShelfReadyPackaging(SRP)(3)18SRPdesigns:examplesBeforeAfterCdOmignonettes PackagingLevelsSomedemandsonpackagingarecommontoalllevels,e.g.ecology,machinability,cost…Howeversomedemandsarespecifictoeachlevel19=foodcontactand/orsalesunit=SRPordisplay=packagingassembly=transportationunit=SKU=Pallet=UnitloadPrimarypackagingSecondarypackagingTertiarypackaging4-Palletisationrequirements1-Foodcontact2-RequirementsinConsumerUnit:PIF,EZO,Reclose3-Tradeguidance UnitLoad:PalletisationrequirementsTheunitloadconsistsoftransportationunits(SRPordisplays)groupedonapalletforstorageandtransport.20Keyfocus:MinimizeproductdamageduringshippingandhandlingComplywithindustryguidelines,Maximizesupplychainefficiency.Keyparameters:1.Palletdimensions:UK=1000x1200mm/Euro=800x1200mm2.Unitloadheight3.Overandunderhang4.Areaefficiencytargetmax95%5.Cubeefficiencyabove80%6.Optimumpalletpattern7.StackabilityMax50mmMax50mmCapacityoptimizedPooroptimizedload PackagingMatrixComplexcombinationofcriteriaina3dimensionalmatrix21PackagingAttributesDemandsonPackagingConsumerSafetyRegulatory/LegalrequirementsProductinformationShelfappealBranding/PromotionCost/EconomyEcology/EnvironmentMachinability/LineefficiencyTraderequirementsConvenienceProductprotectionDistribution/logisticPackagingLevelsPrimarypackagingTertiarypackagingSecondarypackagingMaterialStructuraldesignPrinting&DecorationGraphicdesign PackagingMatrixComplexcombinationofcriteriaina3dimensionalmatrix22PackagingAttributesMaterialStructuraldesignPrinting&DecorationGraphicdesign PackagingMatrixComplexcombinationofcriteriaina3dimensionalmatrix23MaterialPackagingAttributesStructuraldesignPrinting&DecorationGraphicdesign PackagingMatrixComplexcombinationofcriteriaina3dimensionalmatrix24MaterialPackagingAttributesStructuraldesignPrinting&DecorationGraphicdesignPaper:cardboard,corrugatedRigid:glass,rigidplastics,metalFlexibles:plasticfilm,aluminiumfoilShape,size,coldsealpattern,creases…(technicaldrawing)Offset,flexo,gravure,Embossing,varnish,goldstamping…MainlyDesignagencyInthepacktechnicalspecification PackagingMatrixComplexcombinationofcriteriaina3dimensionalmatrix25MaterialPackagingAttributesStructuraldesignPrinting&DecorationGraphicdesignPaper:cardboard,corrugatedRigid:glass,rigidplastics,metalFlexibles:plasticfilm,aluminiumfoilOffset,flexo,gravure,Embossing,varnish,goldstamping…MainlyDesignagencyInthepacktechnicalspecificationShape,size,coldsealpattern,creases…(technicaldrawing) Material:Cardboard(1)Fromwoodtopulp26Cardboard=papergrammage>150g/m²Modernpaperisalmostexclusivelymadefromcellulosefibresderivedfromwood.Wood(likeallplantmaterials)consistsofcellulosefibre,hemicelluloseandligninwhichbindscellulosefibrestogether.Pulpingisaprocessofbreaking/removingthelignininordertoseparatethefibres. Material:Cardboard(2)Papercharacteristicsdependonfibrelength&pulpingprocess27FibrelengthPulpingprocessHardwood(poplar,maple…)=shortfibres(~2mm)smoothsurfacereducedphysicalpropertiesSoftwoods(pine,spruce…)=longfibres(~4mm)hightensile,tear,foldandpuncturestrengthroughersurfacevariationsindensityMechanicalpulpinghighyield(becausethereisstilllotsoflignin)PresenceofligninmakesthefibreshardandrigidLowdensity,breakableChemicalpulpingPreservefibrelengthHighdensity(flexibleandsoftfibres)Highwhiteness,brightness,andlightstabilityHighpurity,noodourandtaintcontaminationCombinedprocessessemi-chemical(chemicaltreatment+refining)thermo-mechanical(woodsoftenedbyheatbeforerefining)CTMP(chemical-thermo-mechanical-pulp)RecycledFibresPropertiesareinheritedfromtheoriginalfibresource,however,eachre-pulpingdegradesandreducesthefibrelengthreducedphysicalpropertiescontaminatedbywaterinsolubleadhesives,non-removableinks,plasticdebris 28Material:Cardboard(2)Paperproductionprocess(simpleversion)WoodPaperreel Material:Cardboard(3)GradeVisualappearanceCompositionTypicalapplicationsVirginfibresSBS/SBBSolidBleachedSulphated/BoardGZSulphate,bleachedvirginfibresFBBFoldingBoxboardGC1GC2WhitebackCreambackOuterlayerGZCorelayerfullymechanicalorchemothermomechanicalpulp‘GC3’‘Cream’backMadeofrecycledlightorunprinteddeinkedfoodgradecardboardRecycledpulpWLCWhitelinedchipboardTriplexGTOuterlayersGZ/GCCorelayerfullyrecycledfibresWLCWhitelinedchipboardDuplexGD1NumberingduetoboarddensityToplayerGZCorelayerfullyrecycledfibreGD2GD3ToplayerGZ/GCCorelayerfullyrecycledfibre29Cardboardclassification,propertiesandmainapplicationsBestQualityLowestQualityDemandsonPackagingPackagingAttributesPackagingLevelsILM300gILM50gGD2 Material:CorrugatedPhysicalpropertiesdependonstructure,flutingandlinertype30ABCEFFlutesizes:Structure:typesofcombinedboardsTriplewallDoublewallSinglewallSinglefaceKraftliner(virgin)vs.Testliner(recycled) Material:CorrugatedExamples31BulktransportationDisplaysShelfReadyPackConsumerunit Material:PlasticsMainpolymersusedinpackaging32PolyethyleneterephthalateHighdensitypolyethylenePolyvinylchlorideLowdensitypolyethylenePolypropylenePolystyreneThermoformingFilmextrusioninjectionBlownfilmextrusionThermoformingThermoformingInjectionblowmouldingInjectionblowmouldingFilmextrusionThermoformingInjectionblowmoulding Material:PlasticsMaintechnologiesaroundplastics33ThermoformingFilmextrusionmaleformfemaleformHeatingplatesresinresinextrudercastrollMDOTDOreelsbeforeconverting Material:PlasticsMaintechnologiesaroundplastics34In-mouldlabellingInjectionmouldingEjectorUnitMovingPartFixedPartHeatedBarrelHopperExtrusionscrewPrintvs.IML Material:PlasticsMaintechnologiesaroundplastics35ExtrusionblownfilmsExtrusionblowmoulding Material:Glass36Glassisusedtopackavarietyofproductse.g.DrinksPowdersCosmeticsPharmaceuticalsFoodInertAbsolutegasandmoisturebarrierTransparencyRigidityAdjustablelighttransmissionwithcolorsHeatresistanceRecyclability/ReusabilityValueperceptionCharacteristics:Recipeofglass:AllingredientscanentirelybereplacedbyculletThreemaincolors:FlintglassGreenglassAmberglassOthercolorsarepossibleGlassmainapplicationsandproperties Material:GlassGlassproduction37RawmaterialmixingMeltingandformingColdendBlowandBlowProcessPressandBlowProcessMouldingtool Material:MetalMetalusedinpackagingareAluminiumandSteel38Metalisappliedintwoformsinpackaging:Aluminium(Al)Steel(Fe)PrintPETAdhesiveAluminumAdhesivePEFlexiblefilmsasbarrierlayer(Al)Cans(AlandFe)Membranes(Al)Closures(AlandFe)MagnetismCorrosionNomigrationofgasesandliquidsNolighttransmissionHeatresistantMetallicappearanceRigidityDeadfoldingbehaviourCharacteristics:Applications: PackagingMatrixComplexcombinationofcriteriaina3dimensionalmatrix39MaterialPackagingAttributesStructuraldesignPrinting&DecorationGraphicdesignPaper:cardboard,corrugatedRigid:glass,rigidplastics,metalFlexibles:plasticfilm,aluminiumfoilOffset,flexo,gravure,Embossing,varnish,goldstamping…MainlyDesignagencyInthepacktechnicalspecificationShape,size,coldsealpattern,creases…(technicaldrawing) Structure:ShapesBaseshapesforcartonboxes40PrismsPolygonsCurvesBiggestgrowingareainmarketduringthe10lastyearsParallelepipedsMinimalistshapesbackintotrendforpremiumpositioning Structure:Shapes&SizesImportanceofsizeandshapeintheproductconcept41NabiscoNAversionMultipack:Individualportions.Boxshape:Feminine,slimline.Theiconicshapevisualizestheconceptessentialofconsciousindulgence.MarketingrequirementsThepackagingneededtodifferentiatefromordinarysnackpacksandtoleveragetheconceptcommunicationatthepointofsale.Targetgroup:females;18+ Structure:Shapes&SizesImportanceofsizeandshapeintheproductconcept42oldtub,25+yearsnewtubDifferentiationfrommainlyrectangulartubsincreamcheesemarketinEuropebyshapeanddecorationtechnology(InMouldLabelvs.directprint)ShapefitscreamyproductcharacteristicsandovalPhiladelphialogoMarketingrequirementsPackagingfunctionality(betterEZOofmembraneandbetterlidfitforafteropeningfreshness)ConsumerrequirementsCommercialrestrictions&challengesRestrictionsduetomoduledimensionsandlogisticalcostimpactincaseofoversizedtubLineartopandbottomofovalcompromisedduetoPOSstackingrequirementsFlatlidshapevs.preferreddomedlidcompromisedduetolidstabilityandpalletheightlimitsShapeanddecorationtechnologychange(printtoIML)causeschallengesintubproductionatsuppliersOvalshaperequiresdirecthandlingoftubsfromfillingmachineintotransportpackagingtoavoidcomplicatedconveyingandre-orientationoftubsDesiredlidfitnotachievedfully100%afterlaunchoptimization1-Significanthighershelfappealfirst5secondsimpactatPOS2-Convenienceimprovedsecond5secondsimpactatinitialusageathome3-Betterproductprotectionoverproductusage 43 PackagingMatrixComplexcombinationofcriteriaina3dimensionalmatrix44MaterialPackagingAttributesStructuraldesignPrinting&DecorationGraphicdesignPaper:cardboard,corrugatedRigid:Glass,rigidplastics,metalFlexibles:plasticfilm,aluminiumfoilOffset,flexo,gravure,Embossing,varnish,goldstamping…MainlyDesignagencyInthepacktechnicalspecificationShape,size,coldsealpattern,creases…(technicaldrawing) MainprintingProcessesProcessischosendependingonthecomplexityofthegraphic,theprice,thesubstrate(paper,corrugated,flexible…).45OffsetVerygoodprintingqualityLowtoolingcostFlexographyCheapestprocessForsimplerdesignsRotogravureFastestprocessExpensivecylindersInkreservoirDoctorbladePlatecylinderAniloxrollerImpressioncylinderSubstrateEngravedcylinderInkreservoirImpressioncylinderSubstrateDoctorblade PrintingprocessTypicallypackagingareprintedinQuadri:CYMK.However,specificcoloursandvarnisheswillalsobeapplieddependingonthebrandandgraphicdesign.46Ourbrandshavespecificcolours:cyanmagentayellowblackPantonecoloursCdObistre(lightbrown)CdOredCdObrownChamoixLilacdarkLilaclight Printingmachineforflexible:fromreel8Stationprintingmachine47 FinishesandDecorationtechniquesVarioustechniquesareusedtoemphasissomegraphicdesignelements48EmbossingHotfoilStampingMatt&GlossyvarnishesEmbossing&Debossing PackagingMatrixComplexcombinationofcriteriaina3dimensionalmatrix49PackagingAttributesDemandsonPackagingConsumerSafetyRegulatory/LegalrequirementsProductinformationShelfappealBranding/PromotionCost/EconomyEcology/EnvironmentMachinability/LineefficiencyTraderequirementsConvenienceProductprotectionDistribution/logisticPackagingLevelsPrimarypackagingTertiarypackagingSecondarypackagingMaterialStructuraldesignPrinting&DecorationGraphicdesign PackagingMatrixComplexcombinationofcriteriaina3dimensionalmatrix50DemandsonPackagingConsumerSafetyRegulatory/LegalrequirementsProductinformationShelfappealBranding/PromotionCost/EconomyEcology/EnvironmentMachinability/LineefficiencyTraderequirementsProductprotectionDistribution/logistic Relevantpackagingattributes51ConsumerunitConvenienceRightfunctionalityCostefficientSafeLegalDisplayProductinformationAdequateproductprotectionFitproductpositioningDSALogisticEZOReclosePIFFreshnessTargetPremiumnessSourceReductionEnvironmentallysoundFormatSizeShapeProductsegmentsSocialsharingpers.snackinggrazinggiftingNondeceptivepackFitproductpricingQualityEco-balanceDerGrünePunktOnthegoAthomeKidsteensRelevantbranddifferentiationConsumptionlocationfamilyadultsAddedvalueImpactonshelves50+5stsecondsSustainabilityManufacturableLineefficiencyIso-modularCompetitiveadvantageDistributionIPPatentExclusivity DemandsonPackagingPackagingisacriticalelementacrosstheentireValueChain:fromProductProduction……toProductUsage…toDisposal52ProductProtectionConvenienceCost/EconomyEcology/EnvironmentTradeRequirementsDistribution/LogisticProductInformationConsumerSafetyRegulatory/LegalRequirementsPackagingMachinability/LineEfficiencyBranding/PromotionShelfAppealIPSustainability ManyandvarieddemandsonPackagingProductprotectionwashistoricallythemainfunctionofpackaging53ProductProtectionConvenienceCost/EconomyEcology/EnvironmentTradeRequirementsDistribution/LogisticProductInformationConsumerSafetyRegulatory/LegalRequirementsPackagingMachinability/LineEfficiencyBranding/PromotionShelfAppealIPSustainability Packaging=ProductProtectionVariousexternalfactorshaveanimpactontheproduct54Thepackagingshallprovideacertainlevelofprotectiondependingontheproductsensitivity,usageanddesiredminimumshelflife.Thepackagingmust:physicallysupportproductandavoidbreakageorleakageduringtransitprovidePackagingIntegrity(PI)providebarrierstooutsideodours(gasstations,magazinesolventsinICC)resistinfestationandmicrobialcontaminationguaranteesensorialattributestilltheendofproductshelflife Packaging=ProductProtectionExample:NaturalCheese55H2OFatProteinUV/VisLightPhysical&MechanicalDamageMicro-organismsO221%0-100%OdorsandFlavorsIncidentalAdditivesStorageConditions?...Temperature?...ShelfLife?H2O10-20%100%<1%0-100%CO20.03%N278%PackageIntegrity Packaging=ProductProtectionInsectInfestation56SealedAluminiumwasprogressivelyintroduced95-98InfestationComplaintsTrendCPBern1995-2000IMM(IndianMealMoth)isthemostcommoninsectthatinvadeschocolate,nutsandcereals.IMMisattractedbyreleasedaroma.Thefemalelaystheeggsclosedtofood.Larvaewilltheneitherchewtheirwayintothewrapperorcrawlinthroughholes.Toreachbestprotection:plasticbasedhermeticwrapperisrecommendedaromabarrierisneeded ManyandvarieddemandsonPackagingNewconsumptionwaysdriveincreasingdemandforconvenientpacks57ProductProtectionConvenienceCost/EconomyEcology/EnvironmentTradeRequirementsDistribution/LogisticProductInformationConsumerSafetyRegulatory/LegalRequirementsPackagingMachinability/LineEfficiencyBranding/PromotionShelfAppealIPSustainability ConvenienceEasytoopen,easytouse,easytodispose…are“Musthaves”58Consumerisconstantlylookingformoreconvenience.Maindriversare:PopulationisagingConsumersareeatingmoreoftenoutsidetheirhome-onthegoDesireforpre-preparedmeals-speedWishforportioncontrol-individualorreclosablepacks…microwavepizzapackagingenablesproductusageandconsumptionIndividualportionsgraphicdesignforallopeningfeaturesOnthegoReclosablepackaging ConvenienceVAFPsuccessstoryisnotjustaboutconvenience59Keyimpactsconsidered:ConsumerPreferenceEZO,RecloseInfestationReductionAromaProtectionEnvironmentalEfficiencyOperationsLogistics,TradeDisplay/OnShelfAppearanceCostPaper/AluminiumEnvelopevs.ValueAddedFlowPackSamepackageformorethan100years ManyandvarieddemandsonPackagingPackagingplaysavitalroleinthetotalBrandIdentity60ProductProtectionConvenienceCost/EconomyEcology/EnvironmentTradeRequirementsDistribution/LogisticProductInformationConsumerSafetyRegulatory/LegalRequirementsPackagingMachinability/LineEfficiencyBranding/PromotionShelfAppealIPSustainability Branding/PromotionPackagingplaysavitalroleinthetotalBrandIdentity61LogoIconColoursVisualSignatureTypographyShapePatternNomenclatureSoundAromaTasteTaglineBrandEquityRelevantBrandDifferentiationPackagingProduct BrandequityPackagingcarriesmostoftheBrandValues,itmakestheconsumersbelieve62 ManyandvarieddemandsonPackagingEnvironmentalconcernsgainincreasingattention63ProductProtectionConvenienceCost/EconomyEcology/EnvironmentTradeRequirementsDistribution/LogisticProductInformationConsumerSafetyRegulatory/LegalRequirementsPackagingMachinability/LineEfficiencyBranding/PromotionShelfAppealIPSustainability Ecology/EnvironmentSourceReductionvs.Eco-conception64Eco-conceptionMinimisetheimpactofpackagingontheenvironmentduringthewholelifecycle.Itconsistsonreducing:gasemission,othersubstancesemissionwaterandothernaturalresourcesconsumptionItisdoneonavoluntarybasisMinimisepackagingwastebyreducingthetotalquantityofpackagingused(inweightorvolume)forthesameproductsize.Itanswerstheessentialrequirementsofthe“Packaging&PackagingWasteEUdirective94/62/EC”:Packagingmustbereducedtothepointwherethereis“aspecificperformancecriterionwhichpreventsfurtherreductionofweightand/orvolumeofthepackagingwithoutendangeringfunctionalperformance,safetyanduser/consumeracceptability”.beforeafter19%materialreductionSourceReductionReducepackwasteLegalrequirement Ecology/EnvironmentProducersareresponsible65Accordingtothe“Packaging&PackagingWasteEUdirective94/62/EC”:allpackagingmustberecoverablebyoneofthefollowing(ormustbeusable):MaterialrecyclingEnergyrecoveryReuseComposting/biodegradationRecoveryorganisationswerefoundedtoassumeindustry’spackagingwastecollectandrecoveryobligation.Theyarefinancedbyconcernedindustries.DSDDualSystemDeutschland,EcoEmballageFrance,FostplusBelgium,ARAAltstoffRecyclingAustriaPROEUROPEUmbrellaorganisationofmanynational“producerresponsibility”systems.Regroups27nationalsystems:23EUstates+Turkey,Croatia,Norway&CanadaCommonsymbol:DergrünerPunktUsesmainlythegreendotaslabelandidentificationoffeespaidtoanationalcollection&recoverysystemHarmonisesystemsOrganiseexchangesofexperienceandknow-howbetween27systemsEstablishacommonstrategyCarryoneducationalprojectstoincreaseawarenessRunlifecycleanalysis,workontechnologies,marketing,packagingwastepreventionandsystemdevelopmentcreatein1995TheEUdirective94/62/ECobligesindustriestotakebackandrecoverorrecyclethepackagingithasplacedonthemarket. Ecology/EnvironmentHowarethelicensefeescalculatedinGermany?66PackagingMaterialTypeFeesin€/kgvalidfromJan2009Plastics1,296Composites1,014Compositecartons0,752Aluminium0,733Tinplate0,272Paper/Cardboard0,175Naturalmaterials0,102Glass0,074In2009,Kraftpaid:5,5Mio€toDSD(Germany)1,1Mio€toARA(Austria)theEUtotalisgreaterthan10Mio€ Ecology/EnvironmentVariouslogosonpackaging67Greendot:indicatesthatthecompanyfinanciallysupportspackagingcollectionandrecovery.Möbiusloop:packaging(orproduct)isrecyclableManwithbin:onlytoremindtheconsumertodisposeofthepackinabin.EuropeanEco-label:indicatesthattheproduct/serviceis“environmentalfriendly”duringitswholelifecyclenotapplicableforfood,drinkandpharmaceuticalproducts.Möbiusloopwith%:denotesthatpackaging(orproduct)ismadeupoftheindicatedpercentageofrecycledmaterial.Compostablelogos:denotesthatpackagingis100%compostable.GermanlogoBelgianlogoBothalsousedinotherEUcountries Ecology/EnvironmentSomefiguresaboutWaste68InFrancein2009:390kilosofdomesticwaste/person86kilosarepackaging(25%)50%issortedforrecyclingSources:-ADEME(Agencedel"EnvironnementetdelaMaîtrisedel"Energie)-Eco-emballage ManyandvarieddemandsonPackagingTheterm“sustainability“isnotusedforenvironmentalclaimsonly69DemandsonPackagingPackagingAttributesPackagingLevelsProductProtectionConvenienceCost/EconomyEcology/EnvironmentTradeRequirementsDistribution/LogisticProductInformationConsumerSafetyRegulatory/LegalRequirementsPackagingMachinability/LineEfficiencyBranding/PromotionShelfAppealIPSustainability sustainabilityTheterm“sustainability“isnotusedforenvironmentalclaimsonly70DefinitionofSustainability:mostcommonlyapplieddefinition(BrundtlandCommission1987)“Developmentthatmeetstheneedsofthepresentwithoutcompromisingtheabilityofthefuturegenerationstomeettheirownneeds.Thisinvolvesaddressingeconomic,socialandenvironmentalfactorsandtheirinterdependenceinanorganisation’sdecision-makingandactivities”.The3linkedcomponentsofsustainability:Planet:environmentalprotectionPeople:SocialequityandcohesionProfit:economicprosperityThereisnosuchthingasafundamentallygoodorbadpackagingmaterial:allmaterialshavepropertiesthatmaypresentadvantagesordisadvantagesdependingonthecontextwithinwhichtheyareused. sustainabilityAholisticviewonthefoodsupplychaindemonstratesthatpackagingprotectsfarmoreresourcesthanituses.71Source:incpen,PiraBiopackagingConference,2009 sustainabilityPackaging’sroleinSustainability:a“Solution”72Minimumimpact,mostsustainablesolutionOverPackingUnderPackingHighpackmatweight/volumeLowpackmatweight/volumeNegativeimpactonenvironmentandresources(peopleand$)BignegativeimpactduetoProductLossNegativeimpactduetoOverPackingPackagingmakesavaluablecontributiontoeconomic,environmentalandsocialsustainabilitythrough:-Protectingproducts,-Preventingwaste,-Enablingefficientbusinessconduct,-Providingconsumerswiththebenefitsoftheproductsitcontains.Optimalpack sustainabilityFoodWasteEurope73KeyFactsWeight:Foodproduced622milliontonesFoodwaste245milliontonesHouseholdfoodwaste71milliontonesCost:Wepaybutdon’teatEUR90billionAvoidablefoodwasteEUR500/household(assuming50%couldhavebeeneaten)Environmentalimpact:CO2emission=1in5carsontheroadsWherearewewasting?Supermarkets-6.5MilliontonesperyearRestaurants-13MilliontonesperyearHouseholds-71MilliontonesperyearSource:Awarenethandbook2007 sustainabilityWhatcanPackagingdo?74Adequatesize/portionpacks(1)Reclosablepacks(2)Packseasytoempty(3)Activepackaging(4)Modifiedatmosphereandvacuumpacks(5)Adequatebarrierprotection(6)Information–aboutstorage,preparation,wasteprevention(7)vs.(1)(2)vs.(3)(4)(5)(6)(7) sustainabilitySustainabilityatMondelēzInternational75AllnewpackagingisassessedwiththeEco-calculatorThePackagingtoolprovidesaquantifiableperspectiveon:-Packageweight-Recycleability-RecycledContentEnergyrequiredtoproducepackageTerraCycle:Up-cycling-RecyclingatthenextlevelTerraCyclepaysforpackagingwaste(soda/waterbottles,yogurtcups,packagingfilm,billboardmaterial...)andturnsthosematerialsintofun,durablegoods. ManyandvarieddemandsonPackagingBrandValueisvitaltostaycompetitive76ProductProtectionConvenienceCost/EconomyEcology/EnvironmentTradeRequirementsDistribution/LogisticProductInformationConsumerSafetyRegulatory/LegalRequirementsPackagingMachinability/LineEfficiencyBranding/PromotionShelfAppealIPSustainability Cost/EconomyOverview77VAFPisanexamplewhichcombineskeyfunctionalityimprovementswithareductionincostandcomplexityInthiscasewehavetowatchoutnottodecreasethequalityConsumerpreferredimprovementsinpackageperformance,quality,functionality,sustainability12Productivity:costreductionincreasingValuemeans:Examples:-Halo(newPhiladelphiatub)-Invisibleseal(pralineboxes)-Peel’nsealExamples:-Supplierchange-Specharmonization-SpecificationdowngradingValue=FunctionsCost12ArealstepchangeintheValuedoesgeneratesignificantincreasesales! ManyandvarieddemandsonPackagingProductnotseen,productnotbought:The1stfivesecondsarecritical78ProductProtectionConvenienceCost/EconomyEcology/EnvironmentTradeRequirementsDistribution/LogisticProductInformationConsumerSafetyRegulatory/LegalRequirementsPackagingMachinability/LineEfficiencyBranding/PromotionShelfAppealIPSustainability ShelfappealWinninginthe1st5seconds79KencoStudyThefirstexperienceourshoppershavewithourproductsisthepackageWinninginthe1st5SecondsatShelfRe-designOnly65%ofshoppersconsidertheKencopackageOnly33%seetheKencopackageinthefirst2sec.Worse,only20%takeasecondlook.Why?Packageshapeandgraphicsdonotprovideclearpoint-of-differenceVisualiconsdonotsupportbrandimage(tastepositioning)Packagedoesnotconveyfunctionalbenefits100%ofshoppersconsiderthePlanterspackage90%seethepackageinthefirst2seconds!PackagecolorsblueandyellowLabelsimplicityangledbrandnameMr.Peanuticonvibrant,cheerful,approachable100%87%31%PLANTERSSTORBRANDEMERALDPlantersStudy ShelfappealWhereismydeliciousstuff?…and…What’sthevalueofinvisibleclaims?EyeTrackingtechnologycanhelptounderstandthevaluesinactionandletyouwinthefirst5secondsofconsumerchoice.8088%28%81%35%20%AverageViewingTime(InSeconds):3,1”2/3ofshoppersoverlookthe“calcium”claimEye-tracking ShelfappealNewMilkaTabletdisplaysofferpowerfulproductpresentationandexcellentfunctionality81beforeafter Shelfappeal“Xpose”Pushingdevicesuitsretailshelvesandfreestandingdisplays82 ManyandvarieddemandsonPackaging83ProductProtectionConvenienceCost/EconomyEcology/EnvironmentTradeRequirementsDistribution/LogisticProductInformationConsumerSafetyRegulatory/LegalRequirementsPackagingMachinability/LineEfficiencyBranding/PromotionShelfAppealIPSustainability TradeRequirementsSRP(ShelfReadyPack)isnottheonlyrequirementfromthetradepartners84InadditiontoSRP,Tradepartnersalsowishforconvenience.Keyparametersare:FitonShelf/DisplaysEasyOpeningEasyHandlingEasyDisposalofSecondarypackagingWeightlimit(12-15kg)10.5sec5.4sec9.5sec0sec5.4sec5.9sec10.4sec5.4sec5.2sec0sec18.7sec ManyandvarieddemandsonPackagingEfficiencyiskeythroughthewholevaluechain85ProductProtectionConvenienceCost/EconomyEcology/EnvironmentTradeRequirementsDistribution/LogisticProductInformationConsumerSafetyRegulatory/LegalRequirementsPackagingMachinability/LineEfficiencyBranding/PromotionShelfAppealIPSustainability Logistic:ISO-ModularUnit(1)Accordingtothenumberofproductpertransportationunit,theoutsidedimensionsoftheconsumerunitshallleadtoaniso-moduletransportationunit.86Definition:ISOmodularitydefinesanumberofbasesizesfortransportationunits,whichallowanoptimumofcompatibilityandsurfaceutilizationwithintransportchain,warehousingandshelfpresentation.TheinternationalstandardISO3394definesthemeasuresonthebasisofmoduleof400x600mm(QuarterEuropallet)Palletplandimensions:Europallet=800x1200mmUKpallet=1000x1200mm(calledIndustrypallet) Logistic:ISO-ModularUnit(2)ModularDimensions:subdivisionof400x600mm87ConsumerunitANDPRODUCTdimensionsshouldbeadaptedtoreflectmodularity ManyandvarieddemandsonPackagingIPstrategybringsMondelēzInternationalcompetitiveadvantage88ProductProtectionConvenienceCost/EconomyEcology/EnvironmentTradeRequirementsDistribution/LogisticProductInformationConsumerSafetyRegulatory/LegalRequirementsPackagingMachinability/LineEfficiencyBranding/PromotionShelfAppealIPSustainability ManyandvarieddemandsonPackagingPackingandPackagingconversion89ProductProtectionConvenienceCost/EconomyEcology/EnvironmentTradeRequirementsDistribution/LogisticProductInformationConsumerSafetyRegulatory/LegalRequirementsPackagingMachinability/LineEfficiencyBranding/PromotionShelfAppealIPSustainability Machinability/lineefficiency90packagehandling&transportconsumerjoypackageconversionHFFSHorizontalFormFill&Seal-highspeedflow-wrapping-multi-laneflow-wrapping-tightflow-wrapping(filmfromtop)-fragileproduct(filmfrombottom)-pre-madepouchfilling-in-linethermo-formingVFFSVerticalFormFill&Seal-bulk/liquidfilling-standingpouch(doybag,4-cornerseal…)-stick-packMAPModifiedAtmospherePackaging-shelflifeenhancementColdSeal-peel&re-close(VAFP)-forheatsensitiveproduct(chocolate)-forhighspeedwrappingEZO-peel-ableseal-laserscribing-notch-teartapeEZO&Reclose-VAFP-peel&seal-zipperHeatSeal-permanentorpeel-able-longdwellsealing-forlow/midspeedwrappingPackagingequipment,handlingandtransportationsystemsexistinanendlessnumberofpermutationsandcombinations.Twist/Crimpforpralinepacking-mono/doubletwist-with&w/ocold-sealDieFoldingclassicchocolatetablet/pralinewrapping-single/doublestageCartoning-toploading-sideloading-wrap-around-bulkhandling-assortingPalletizing-levelpalletizer-robotpalletizerFilling-hotfill-retort-asepticSpecialtySealing-ultrasonicsealing-inductionsealing-impulsesealingPackingprocesses Machinability/lineefficiency91VerticalEndLoadingSideLoadingTopLoadingFormingFillingSealingWrappingCartoning…andifthereisnottheidealchoiceinthemarket…createyourown!Multi-LaneFlowPackingüLowSpeedWrappingüHighEfficiencyüLessOperatorsüReducedCAPEXüUsingLessFloorSpacePackingprocesses ManyandvarieddemandsonPackagingLegislation,technicalandmarketingrequirementsaredrivinganincreasingnumberofinformationtobeplaceonthepackaging92ProductProtectionConvenienceCost/EconomyEcology/EnvironmentTradeRequirementsDistribution/LogisticProductInformationConsumerSafetyRegulatory/LegalRequirementsPackagingMachinability/LineEfficiencyBranding/PromotionShelfAppealIPSustainability ProductInformationExample:Côted’OrBâtonTruffé93Productinfo:-ingredientline-allergens-storage-usageinfo.ProductweightBBD(BestBeforeDate)&RecallcodeBig8/big4EZOpictogramMaterialNr.Eye-markGreendotCompanyinfo-name&address,-consumerservice-phoneNr.Frontpanel:-brandname-sub-brand/flavor-productgraphic-GDAGDACompanylogo&BrandwebsiteBarcode ManyandvarieddemandsonPackaging94ProductProtectionConvenienceCost/EconomyEcology/EnvironmentTradeRequirementsDistribution/LogisticProductInformationConsumerSafetyRegulatory/LegalRequirementsPackagingMachinability/LineEfficiencyBranding/PromotionShelfAppealIPSustainability Regulatory/legalrequirementsFoodSafety95EuropeanFrameworkRegulationNo1935/2004givesthebasicrequirementsforfoodcontactmaterialsShallnotendangerhumanhealth(e.g.chemicalcontamination)Shallnotchangecompositionsoffoodinanunacceptableway(e.g.colorbleeding)Shallnotchangeorganolepticproperties(e.g.tainting)Definitionoffoodcontactmaterialsunderlegaldefinition…materialsandarticlesintendedtobebroughtintocontactwithfoodalreadyincontactwithfoodandintendedforthispurposereasonablybeexpectedtobebroughtintocontactwithfoodthattransfertheirconstituentstofoodundernormalorforeseeableconditionsofuse.Packaging&PackagingWasteEUdirective94/62/ECessentialrequirementsonpackaging Regulatory/legalrequirementsMaterialscoveredbyframeworkregulation96 Regulatory/legalrequirementsPracticalapplicationoffoodcontactregulations97MigrationtestingTransferofcompoundstofoodneedstobeassessedbyphysicalanalysis(weightdetermination)–overallmigrationchemicalanalysis–specificmigrationmodeling–calculationdiffusionbasedworstcaseestimation(totaltransfer)Conditionstimeandtemperatureduringpackingprocess,productstorageandfinaluseSimulantswater3%aceticacidinwater15%ethanolinwater50%ethanolinwateroliveoilorsubstitute ManyandvarieddemandsonPackagingDSA-DesignSafetyAnalysis-iscriticalonpackaging98ProductProtectionConvenienceCost/EconomyEcology/EnvironmentTradeRequirementsDistribution/LogisticProductInformationConsumerSafetyRegulatory/LegalRequirementsPackagingMachinability/LineEfficiencyBranding/PromotionShelfAppealIPSustainability ConsumerSafetyAllpackagingpartsofconsumerunitsshallbeassessedwithDSA99Morethanhalfofthepackagingteamistrainedas“DSAexpert”.Thisexpertiseisusedtodesignsafepackagingatanearlystageofthedevelopment.ExampleofpackagingdesignadjustmentafterDSAassessment:OraiaEasterEggISBMPET-containerwithIMPP-lidandPET-sleeveLiddesignwasadjustedwithacylindricalpart(distancepiece)toeliminatetherisktosealittothenoseandmouthfield. ManyandvarieddemandsonPackaging100ProductProtectionConvenienceCost/EconomyEcology/EnvironmentTradeRequirementsDistribution/LogisticProductInformationConsumerSafetyRegulatory/LegalRequirementsPackagingMachinability/LineEfficiencyBranding/PromotionShelfAppealIPSustainability ManyandvarieddemandsonPackagingPyramid101LegalConsumer‘Essentialrequirements’PackagingandPackagingWasteLegislation(94/62/EC+Amendts)GermanFood&Feedlaw‘Mogelpackung’‘ProductIntegrity’(nochangeofodor,tasteortexture)FoodPackagingDirective(1935/2004)‘DeclarationofCompliance’CommissionDirective(2002/72/EC)-MigrationnotnegotiableCREATE“REASONTOBELIEVE”ShelfImpactTHEFIRSTFIVESECONDSCycleofuse.THELASTFIVESECONDSKraftCustomerMachinabilityCostsSustainabilityIntellectualPropertyInformationEasyOpeningProductProtectionPackageIntegrity(‘TamperEvidence’)DSAShelfReadyPackagingTransportPackagingSustainabilityShelfAppealSensorycuesGraphicsStructuralDesignConvenienceSustainabilitymusthavedelightersPremiumFreshnessNaturalQualityetc… PackagingMatrixComplexcombinationofcriteriaina3dimensionalmatrix102PackagingAttributesDemandsonPackagingConsumerSafetyRegulatory/LegalrequirementsProductinformationShelfappealBranding/PromotionCost/EconomyEcology/EnvironmentMachinability/LineefficiencyTraderequirementsConvenienceProductprotectionDistribution/logisticPackagingLevelsPrimarypackagingTertiarypackagingSecondarypackagingMaterialStructuraldesignPrinting&DecorationGraphicdesign SomeexamplesPeel’nseal103Packagingwithfreshnessre-close:TrayPET/OPPflowpack(diecutted)pressuresensitivelabel2ndgenerationArrowhead:pressuresensitivelayerembeddedintothefilmstructure.InlineApplication:acosteffectivewaytoimplementtheSnack‘nSealtechnologyistodiecutandapplythepressuresensitivelabelinline(seeDelicjesample). SomeexamplesTassimo104FlowwrapassuresshelflifeHighoxygenandmoisturebarrierprotectsthecoffeeBundlingsystemforinnercartonsandstrongonshelfpresenceDispensercartonprovidesfunctionalandconsumerbenefitsProtectt-discsintransitAttractiveandfunctionaldispenserT-discprovidesdrinkqualityandvarietythroughpatentedtechnologyConsistsof2injectionmouldedparts,afilterpaperandafoillidThebarcodeenablesthemachinetoconfigurethebrewcycleUpwardflowofwater“inversefiltration”providesmaximumextraction SomeexamplesCocoaPods180g&360g105Packagingin“Foodcontact”:PETTrayInvisiblesealmembraneFlip-topcartonwithrecloseflapOtherpackagingelementspartoftheconsumerunitShrinkfilmEZOstickerTransportationpackagingoptions:-SRP1-piecewithperforationsformanualpacking8CU/SRP-DisplaysPlastictraysforpremiumlook72CUforallformats