Rethinking Packaging as an Investment
When it comes to balancing priorities, making a high quality product is certainly at the top of the list for brand owners. But how that product is presented to consumers can be just as important as what is inside.
Kevin Curran, managing director of England-based Tri-Star Packaging, explains why companies should see packaging as a worthwhile investment, rather than a pesky cost. On FoodProductiondaily.com, Curran says one of the biggest obstacles in doing this is the negative connotation that comes along with packaging. Many consumers view it as wasteful while many companies just see it as an expense.
“It is important for clients to realize packaging is an investment, rather than a cost,” asserts Curran. “Operators should place as much importance on the standard of their packaging as they do on the ingredients in their food and drink.”
Curran says the key is combining sustainable packaging practices with strong branding elements. If a consumer sees a product and is attracted by the packaging, finding out it is environmentally friendly is an added bonus.
“Using the right, on-trend, brandable packaging is a guaranteed way to increase sales and often command a higher price point, increasing margins,” Curran explains. “Used packaging is not waste, but a resource with value, so it is vital retailers and food-to-go operators ensure the packaging they choose can be recycled or composted locally and is not sent to landfill.”
To keep pace with the trends, Curran and his team at Tri-Star Packaging are adapting packaging to match the latest in consumers’ food consumption habits. For example, Tri-Star’s Tri-Pot packaging uses clear materials that can hold single servings of lunch items such as salads, yogurt, and fruit.
Tri-Star took this direction in response to trends in mobile eating. With many consumers having quick lunches while on the go, single serve packaging concepts provide an easy option for fast meals. And keeping sustainability in mind, the pots are constructed using U.K.-sourced rPET.
“The latest trends in packaging are about ensuring fantastic food presentation, using eco-friendly materials when and where possible, and improving the on-the-go experience for customers,” said Curran.
Convenience is another major issue when it comes to packaging and Tri-Star has kept that in mind with its new innovation called Handle-it. The new product, made from wet-strength paperboard, features a handle attached to a loop that can be used to carry beverages including coffee, tea, juice, beer, soda, and more.
“One of the biggest challenges the industry faces is in trying to change the negative perception of packaging among both clients and consumers, many of whom see it as expensive and as waste,” says Curran. But as long as companies are willing to invest in packaging and converters are willing to follow industry trends and consumer desires, packaging can be a sales generator, rather than an expense.
