Keeping packaging flexible and sustainable By Neel Madsen, Freelance Journalist and Copywriter
Flexible packaging is a growing market with a huge amount of R&D effort going into engineering solutions that are fit for purpose and meet sustainability targets.
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lexible packaging in its many forms is all around us. In the food and drinks sector, it serves a vital role in protecting the contents against contamination, keeping it safe during transport and prolonging the shelf life of the product, which in turn reduces waste. Printed packaging also serves as the link between the brand, the retailer and the end consumer by giving information and conveying messages. Shelf appeal, be it in-store or virtually, has become even more important during the COVID-19 pandemic. With consumers limiting the number of trips to the supermarket or doing most of their shopping online, brands are looking at a vastly reduced opportunity to catch their attention. Furthermore, supply chains are being disrupted and brands can no longer safely rely on packaging manufactured abroad, so many more have turned to local UK suppliers. In terms of sustainability, the production of flexible packaging requires fewer resources compared to traditional packaging such as rigid plastics, metal or glass. It is also lighter and takes up much less space in transit, in storage and even when filled and on the shelf. These all result in fewer lorries on the road and less energy needed for warehousing. As well as environmental benefits, this also reduces the overall costs.
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POUCH PERFECT
Many brands have successfully moved products into printed stand-up pouches, and this development is set to continue due to the many benefits of this particular type of flexible packaging. From a branding perspective, there is a much larger and clearly visible area available for decoration. The entire surface can be printed and will be standing up facing the consumer in-store, so there is ample scope to convey the brand message creating that all important shelf standout and impulse to buy allimportant ‘Moment of Truth’.
LIGHTWEIGHT REFILLS
Pouches are also increasingly used for refills. “From gin to screen wash, the refill pouch market will grow enormously due to the cumulative benefits of lightweight flexible packaging formats. Robust in transit, eliminating ‘fresh air’ shipping or disposal before or after filling, combined with more readily available recycling systems make a genuine argument for overall carbon reduction,” claims Managing Director of Shrink Pack Ltd, Alan Lewis, who specialises in packaging machinery solutions. A recent example of a brand choosing pouches as part of its sustainability strategy comes from P&G. The beauty division is using refill pouches in its quest to reduce plastics for the Head & Shoulders, Pantene, Herbal Essences and Aussie brands in Europe. The new system combines a reusable 100% aluminium bottle with recyclable refill pouches, made using 60% less plastic compared to standard bottles.
