Pouches Prevail!
Flexible Packaging Meets 21st Century Need - Even in the U.S.

By Noel Jeffrey

Shorewood Packaging digs deep for information to create a product that's finely-tuned to the customer's expectations

The great savings of landfill space from using a pouch instead of the standard rigid oil container is hard to ignore.

Pouches as a favored packaging solution have spread around the planet in the last few years. Even in the U.S., which lags behind the rest of the world in pouch acceptance, stand-ups and pillows (flat pouches) are gradually garnering more shelf space. From the producer side, they offer designers an attractive billboard to catch consumers' attention, they save money on storage and shipping, and in the food and beverage category they even improve the quality or taste of the product. From the consumer point of view, pouches are easier to handle and open, more convenient, and easier to store and dispose of.

Experts also tell us that slower U.S. conversion to pouches is largely due to the economic reality of the fallout from writing down the significant packaging line infrastructure that already exists. Predictions are that smaller companies will continue to lead the charge to capture design advantages that offer consumers added convenience and generate shelf appeal. Neil Kozarsky, president of T.H.E.M. in Marlton, NJ, says, "National brand leaders will move fast only because they have to. Private label or small companies will use flexible packaging first. Then, reluctantly the larger brands will convert."

High-end, 175-line screen graphics on pouches are possible with rotogravure printing at Pyramid Group, and the pouches can emit a high sheen under grocery store lighting.

That's not to say that U.S. packaging printers and equipment vendors are sitting still. "Every rigid and semi-rigid package that is not holding a carbonated product is a target market for us," says George Thomas, COO of Kapak and vice-president of business development for Ampac Packaging. Ampac Packaging is the parent company of both Kapak and Flexicon flexible packaging producers. "Aside from carbonated products, there is nothing in a can, box, or bottle that can't be put in a pouch. We leverage our core competencies primarily against the food, beverage, ag-chemical, personal care, pharmaceutical and health care segments."

Dennis Calamusa of AlliedFlex Technologies Inc., a Sarasota, FL, consultancy specializing in flexible packaging solutions for product marketing applications, says that in the U.S. pouches that offer specific advantages (for example, zippers) are accepted. Calamusa also notes, "If you replace a carton with barrier film, that is get rid of the box, you improve the overall presentation of the product. Acceptance is driven by convenience and the ability to differentiate in the market with a new package...We target products that make sense." Calamusa points out almost all croutons now come in pouches, an excellent example of an application for shaped pouches.

Calamusa also sees refills for household items like detergents as an untapped opportunity. As an example, he points out that liquid detergents come in big, beautiful bottles. These are great packages, but currently there's a chance that consumers will buy what's on sale when they need more. If a great pouch with a refill for that "magnificent bottle" exists, there's an opportunity to establish a refill marketing circle. "Worldwide, refills are driven by environmental concerns, largely because of lack of landfill space. In the U.S., we don't have the environmental drivers because we still have landfills available," Calamusa says. He does note, however, that this could change in the future as people here become increasingly environmentally sensitive.

Incremental innovations

Pyramid Group in La Habra, CA, has been an innovator in flexible pouches since the early '80s. With manufacturing facilities worldwide, the company offers complete packaging and design services, including film extrusion, laminating, metallizing, and prepress and printing on rotogravure presses up to nine colors duplexed. In addition, it also offers clients sophisticated digital asset management that includes online file checkout and editing capabilities.

Pyramid president and CEO Dean Hoss says that flexible packaging is growing by leaps and bounds due to newer features like easy-to-use zipper reclosures that allow consumers to store product in the existing package. What's more, he cites the high-end 175-line screen graphics possible with rotogravure printing as a marketing plus. "You can take laminated translucent foils or metallized film and by not using a white ink backup achieve a transparent look that under grocery store lighting emits a high sheen that has high shelf appeal plus increased visibility," Hoss says. "The barrier properties can also be tailored to the shelf stability a client wants, whether it's six months or a year, with lamination of various films."

One outstanding result of Pyramid's R&D is its trademarked Zip'n Store retort pouch that sports a zipper capable of resisting the high temperatures demanded by the retort process and rounded corners that mean no sharp edges. It is available as a three-side seal and stand-up pouch with contoured shapes, die-cut handles, and more.

Leslie Gurland, president of CLP Packaging Solutions, the Fairfield, NJ, subsidiary of Israel's CLP Industries, another worldwide leader in flexible packaging technology, cites the key innovations in retortable pouches as: non-foil retort pouches that are microwave safe and can also offer designers a window to display the product; large 2.2-lb. retortable pouches for food service use; laser scoring for easy opening; and zippers for reclosable packaging. Note that CLP holds a patent on the combination of laser score opening with zippers.

While the idea of food service companies looking to move into highly designed gravure pouches may seem novel, Gurland says, "They want their product to pop on restaurant kitchen shelves. Nice packages similar to what's out in retail allow a company to be seen as more upscale. In addition, pouches are easier to store, lighter, and easier to use."

According to Gurland, CLP is also in the process of bringing water pouches to market in the U.S. Off-flavors and permeability were the challenges but the company succeeded in developing product that overcomes these hurdles. "It's lighter and easier to carry than a water bottle," Gurland says. "It's being sold now for countries like India because it is less expensive. The question is will the big guys in the U.S. go after it? They're just not sure if U.S. consumers will accept it."

Alcoa Flexible Packaging, in partnership with KSP (Korean Specialty Packaging) is currently selling a pouch preformed with a spout in Asia/Pacific regions and Western Europe. According to Laura Clark, marketing manager, fruit drinks and water, for instance Evian in Europe, are the primary contents.

However, spouted pouches are not confined to potable beverages. CLP offers a motor oil pouch, currently in use in Mexico and Central America, that is a stand-up equipped with pouring spot fitment inserted after filling. It's easy to use and easy to dispose of, and according to the company, contributes 70% less plastic and just a fraction of the volume to the waste stream compared to an empty rigid plastic container.

This retort laser pouch technology is used in the food service industry in Thailand to deliver soups.

Neil Kozarsky points out that packaging must meet the needs of today's consumer's lifestyle. "The days of 'grab-and-go' that we've been talking about for 10 years are finally the here and now," Kozarsky says. "The basic assumption is there's not a second to be wasted, no time to fumble with opening packages. People are looking for one-step packaging. Beyond 'grab-and-go,' packages almost have to reach out to customers with their benefits and illustrate solutions. For example, a garden fertilizer product should show a picture of beautiful flowers. The package should be saying, 'I understand your issues and I'm here to help.' "

In that vein, Clark is also enthusiastic about a new self-heating pouch developed by KSP, and exclusively distributed by Alcoa, became available in the U.S. in the fourth quarter of 2004. The only existing customer is using it for an herbal beverage from China. They say it's a perfect fit because the drink is traditionally consumed warm. KSP is also working on a self-cooling pouch, which should be available later this year.

At Kapak, one of the latest patent-pending products is called the Flexibowl, a flexible stand-up pouch technology that uses a laser score to open the pouch with a straight line tear every time, and provide easy access to the contents. The peeled off section also serves as the lid for microwaveable products while the bottom portion forms the bowl. George Thomas emphasizes: "You need perfect laser scoring for retort products. There can be no failures in laser scoring. It will allow you to take soup, stew, etc. microwave it, and the pouch becomes your bowl." According to Thomas, they are in the commercialization process for non-foil, food applications only, like the new clear film retort structures in the market today. Several of their customers are already using their laser scoring capabilities on a number of laminated foil structures or retort pouches, as well as several non-food applications with and without foil.

Pleasing pets and people

Another side to convenience is serving size, and people and pet food companies in the U.S. are responding to the desire to avoid leftovers and to control portions for dietary reasons. Pyramid has produced and printed a number of stunning examples including a single serving of microwaveable vegetarian chili from LightLife, Manwich (the original Sloppy Joe mixture from Hunt's), and the Three Dog Bakery's Entree for Dogs. These are just three examples. If you haven't checked your supermarket shelves lately, the abundant choices may surprise you.