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Packaging Technical Awareness training-Munich 2010FunctionsandrolesofpackagingPackagingisameans,notanendinitself2HistoricalrolePastPresentFuturecontainsprotects(physically)transportspreservessells(shelfappeal)communicatesinformsenablesusage(convenience)promotesreuseacts(intelligent)interactsisenvironmentallysoundPackaging Technical Awareness training-Munich 2010PackagingMatrixComplexcombinationofcriteriaina3dimensionalmatrix3PackagingPackagingAttributesAttributesDemandsonDemandsonPackagingPackagingConsumerSafetyRegulatory/LegalrequirementsProductinformationShelfappealBranding/PromotionCost/EconomyEcology/EnvironmentMachinability/LineefficiencyTraderequirementsConvenienceProductprotectionDistribution/logisticPackagingPackagingLevelsLevelsPrimarypackagingTertiarypackagingSecondarypackagingMaterialStructuraldesignPrinting&DecorationGraphicdesignPackaging Technical Awareness training-Munich 2010PackagingMatrixEachproductwillbepackedinseveralpackagingarticles4PackagingPackagingLevelsLevelsPrimarypackagingTertiarypackagingSecondarypackagingPackaging Technical Awareness training-Munich 2010PackagingLevelsTerminology5PrimarypackagingSecondarypackagingTertiarypackagingPackaging Technical Awareness training-Munich 2010PackagingLevelsTerminologyandexamples6PrimarypackagingSecondarypackagingTertiarypackaging=SRPorDisplay=PackagingAssembly=TransportationUnit=SKU=FoodContactand/orSalesUnit=Pallet=UnitLoadPackaging Technical Awareness training-Munich 2010PackagingLevels7Somedemandsonpackagingarecommontoalllevels,e.g.ecology,machinability,costHoweversomedemandsarespecifictoeachlevelPrimarypackagingSecondarypackagingTertiarypackaging4-Palletisationrequirements1-FoodContact2-RequirementsinConsumerUnit:PIF,EZO,Reclose3-Tradeguidance=SRPorDisplay=PackagingAssembly=TransportationUnit=SKU=FoodContactand/orSalesUnit=Pallet=UnitLoadPackaging Technical Awareness training-Munich 2010PackagingLevelsSomedemandsonpackagingarecommontoalllevels,e.g.ecology,machinability,costHoweversomedemandsarespecifictoeachlevel8PrimarypackagingSecondarypackagingTertiarypackaging4-Palletisationrequirements1-FoodContact2-RequirementsinConsumerUnit:PIF,EZO,Reclose3-Tradeguidance=SRPorDisplay=PackagingAssembly=TransportationUnit=SKU=FoodContactand/orSalesUnit=Pallet=UnitLoadPackaging Technical Awareness training-Munich 2010Primary:FoodContact4casesofproductin“FoodContact”withpackagingmaterial9Material physically touching the productExamples:-Milkini-Tender(cartontrayinsideandOPPwrapper)Bagorboxwhenprimarypackis:-Twistwrapper(e.g.One-by-One,Imagine)-Non-sealedpralinetray(ILM)Retailcaseforwrappedproducts(e.g.Mignonette,WTR)Material in“air”contact with productMaterial in contact with sealed low barrier film containing the productHermeticallysealedproductwithlow/insufficientbarrierfilm,permeabletocontaminantsmostvulnerablearehighlyabsorbentproducts(largesurface,mobile,fattye.g.powders)-PEcoatedbag(e.g.Pavlidescocoabev.)-OPPpouchfortwistedproductsinco-packing(e.g.TCOsegments)Material in contact with product in consumption phase after opening-Sealedpralinetray-Sealedtabletsandbarsstoredafteropening(noteateninonego-contaminationbasedontimeuntileaten)Packaging Technical Awareness training-Munich 2010PackagingLevelsSomedemandsonpackagingarecommontoalllevels,e.g.ecology,machinability,costHoweversomedemandsarespecifictoeachlevel10=foodcontactand/orsalesunit=SRPordisplay=packagingassembly=transportationunit=SKU=palette=UnitloadPrimarypackagingSecondarypackagingTertiarypackaging4-Palletisationrequirements1-Foodcontact2-RequirementsinConsumerUnit:PIF,EZO,Reclose3-TradeguidancePackaging Technical Awareness training-Munich 2010CU:PackagingIntegrityFeature(PIF)AllMondelzInternationalproductsshallhaveaPIF11Definition:“APIFisapackageseal,featureoraddition,appliedduringoriginalmanufacture,whichpreventsopeningthepackageinthenormalmannerwithoutdestructionorpermanentdisplacementofthefeature.”APIFhastoprovideevidenceofpackageandsealintegrity,butitdoesnotmeanthatapackageistamperproof.Documentation:CorporateQualityProcedure:7.3-20PackageIntegrityPaper stickerOverwrap filmTear strip sticker(partly)removable stickerPackaging Technical Awareness training-Munich 2010CU:Easyopening(EZO)Feature&GraphicAnynewpackagewhichislaunchedbyKraftFoodsshallhaveafunctionalEasyOpening(EZO)andagraphicdescriptionoftheEZO12Definition:AcontrolledEZOfeatureenablestheconsumertogetaccesstoaproducthelikestogetinaconvenientwayandwithoutusingadevice(e.g.tool).Background:Aspartofthe“CreatingConsumerBrandValue”strategytheobjectiveofEZOforallKraftproductshasbeenwidelycommunicated.Packageswhichareeasytoopenandreclosesupporttheconsumerinterestinconvenienthandling.Documentation:BestPracticeonEZOPeel n sealVAFPTear tapePackaging Technical Awareness training-Munich 2010CU:RecloseFeatureReclosefeatureisrecommendedformulti-serveproducts13Definition:Areclosefeatureallowstheconsumertocloseapackagingprovisionallyafterfirstorfurtheropenings.Itisdesignedtoholdthepackagingcontentinsideandgiveacertainprotectiontotheremainingproduct.Background:Ifapackisdefinedasamulti-portionpacktheconsumerwouldnormallyexpecttobeabletoreclosethepackafterusage.Inaddition,theinclusionofrecloseshouldbealignedtothepackservingsizeandlinkedtotheH&Wpolicy.Twist off capHinged lidPeel n sealVAFP IIPackaging Technical Awareness training-Munich 2010CU:PlatformspecificrequirementsSome“packagingplatforms”aredevelopedatMondelzandtheirexecutionshouldfollowBestPractices.14Peel n SealInvisible SealKraft owned technology EZO system with rigid tray inside PIF die cut BP for film die cut EZO graphics Material structureStick PackVAFPValue Added Flow PackKey characteristics for VAFP functionality:Laminate&CS specification,CS pattern,Fin seal“T junction”position and film overlap,Gussets,Cutting knives:straight cut,Sealing jaws:cross machine direction,EZO pictogram:graphic and positionKraft concept protected with 3 patents and supplier exclusivityGraphic appearance on shelfConvenience(easy opening/reclose)Flexibility in box shapes Product protection/freshnessProduct quality over shelf-lifeProtection against tainting(off-tastes)vs.ink and board.Key characteristics:Four standard widths:23,30,35 and 45mmDefined target,minimum and maximum length,depending on widthEasy opening featureMaterial structureA key challenge for Assorted Pralines is to create interest/newness/modernity whilst respecting key requirements.Invisible seal can even improve:Packaging Technical Awareness training-Munich 2010PackagingLevelsSomedemandsonpackagingarecommontoalllevels,e.g.ecology,machinability,costHoweversomedemandsarespecifictoeachlevel15=foodcontactand/orsalesunit=SRPordisplay=packagingassembly=transportationunit=SKU=palette=UnitloadPrimarypackagingSecondarypackagingTertiarypackaging4-Palletisationrequirements1-Foodcontact2-RequirementsinConsumerUnit:PIF,EZO,Reclose3-TradeguidancePackaging Technical Awareness training-Munich 2010TU:ShelfReadyPackaging(SRP)(1)16ExamplesPackaging Technical Awareness training-Munich 2010TU:ShelfReadyPackaging(SRP)(2)17Inordertocomplywiththeretailersneedsandtheequipmentconstraints,anynewtransportationunitshallfollowtheSRPDesignGuide9706whichfocuseson:Structure(construction),Graphics,Equipmentconsiderations(ifapplicable)Definition:SRP(ShelfReadyPackaging)=RRP(RetailReadyPackaging)=PAV(prt-vendre)refertoaproductthatcomesinareadymerchandisedunitwhich:iseasytoidentify,iseasytoopen,caneasilybeputontotheshelf,caneasilybedisposedof,allowsanoptimisationofshelfreplenishment,enhancesproductavailability,visibilityandaccess.Background:NumerousRetailChainsallacrossEuropedemonstrateafairlyhighlevelofSRPimplementation.Expectedbenefits:productivityandbusinessopportunityPackaging Technical Awareness training-Munich 2010TU:ShelfReadyPackaging(SRP)(3)18SRPdesigns:examples Before After CdOmignonettesPackaging Technical Awareness training-Munich 2010PackagingLevelsSomedemandsonpackagingarecommontoalllevels,e.g.ecology,machinability,costHoweversomedemandsarespecifictoeachlevel19=foodcontactand/orsalesunit=SRPordisplay=packagingassembly=transportationunit=SKU=Pallet=UnitloadPrimarypackagingSecondarypackagingTertiarypackaging4-Palletisationrequirements1-Foodcontact2-RequirementsinConsumerUnit:PIF,EZO,Reclose3-TradeguidancePackaging Technical Awareness training-Munich 2010UnitLoad:PalletisationrequirementsTheunitloadconsistsoftransportationunits(SRPordisplays)groupedonapalletforstorageandtransport.20Keyfocus:MinimizeproductdamageduringshippingandhandlingComplywithindustryguidelines,Maximizesupplychainefficiency.Keyparameters:1.Palletdimensions:UK=1000 x1200mm/Euro=800 x1200mm2.Unitloadheight3.Overandunderhang4.Areaefficiencytargetmax95%5.Cubeefficiencyabove80%6.Optimumpalletpattern7.StackabilityMax 50mmMax 50mmCapacity optimizedPoor optimized loadPackaging Technical Awareness training-Munich 2010PackagingMatrixComplexcombinationofcriteriaina3dimensionalmatrix21PackagingPackagingAttributesAttributesDemandsonDemandsonPackagingPackagingConsumerSafetyRegulatory/LegalrequirementsProductinformationShelfappealBranding/PromotionCost/EconomyEcology/EnvironmentMachinability/LineefficiencyTraderequirementsConvenienceProductprotectionDistribution/logisticPackagingPackagingLevelsLevelsPrimarypackagingTertiarypackagingSecondarypackagingMaterialStructuraldesignPrinting&DecorationGraphicdesignPackaging Technical Awareness training-Munich 2010PackagingMatrixComplexcombinationofcriteriaina3dimensionalmatrix22PackagingPackagingAttributesAttributesMaterialStructuraldesignPrinting&DecorationGraphicdesignPackaging Technical Awareness training-Munich 2010PackagingMatrixComplexcombinationofcriteriaina3dimensionalmatrix23MaterialPackagingPackagingAttributesAttributesStructuraldesignPrinting&DecorationGraphicdesignPackaging Technical Awareness training-Munich 2010PackagingMatrixComplexcombinationofcriteriaina3dimensionalmatrix24MaterialPackagingPackagingAttributesAttributesStructuraldesignPrinting&DecorationGraphicdesignPaper:cardboard,corrugatedRigid:glass,rigidplastics,metalFlexibles:plasticfilm,aluminiumfoilShape,size,coldsealpattern,creases(technicaldrawing)Offset,flexo,gravure,Embossing,varnish,goldstampingMainlyDesignagencyInthepacktechnicalspecificationPackaging Technical Awareness training-Munich 2010PackagingMatrixComplexcombinationofcriteriaina3dimensionalmatrix25MaterialPackagingPackagingAttributesAttributesStructuraldesignPrinting&DecorationGraphicdesignPaper:cardboard,corrugatedRigid:glass,rigidplastics,metalFlexibles:plasticfilm,aluminiumfoilOffset,flexo,gravure,Embossing,varnish,goldstampingMainlyDesignagencyInthepacktechnicalspecificationShape,size,coldsealpattern,creases(technicaldrawing)Packaging Technical Awareness training-Munich 2010Material:Cardboard(1)Fromwoodtopulp26Cardboard=papergrammage150g/mModernpaperisalmostexclusivelymadefromcellulosefibresderivedfromwood.Wood(likeallplantmaterials)consistsofcellulosefibre,hemicelluloseandligninwhichbindscellulosefibrestogether.Pulpingisaprocessofbreaking/removingthelignininordertoseparatethefibres.Packaging Technical Awareness training-Munich 201028Material:Cardboard(2)Paperproductionprocess(simpleversion)WoodPaperreelPackaging Technical Awareness training-Munich 2010Material:Cardboard(3)GradeVisualappearanceCompositionTypicalapplicationsVirginfibresSBS/SBBSolid Bleached Sulphated/BoardGZSulphate,bleachedvirginfibresFBBFolding Box boardGC1GC2WhitebackCreambackOuterlayerGZCorelayerfullymechanicalorchemothermomechanicalpulpGC3 CreambackMadeofrecycledlightorunprinteddeinkedfoodgradecardboardRecycledpulpWLCWhite lined chipboardTriplexGTOuterlayersGZ/GCCorelayerfullyrecycledfibresWLCWhite lined chipboardDuplexGD1 NumberingduetoboarddensityToplayerGZCorelayerfullyrecycledfibreGD2GD3ToplayerGZ/GCCorelayerfullyrecycledfibre29Cardboardclassification,propertiesandmainapplicationsBestQualityLowestQualityDemandsonDemandsonPackagingPackagingPackagingPackagingAttributesAttributesPackagingPackagingLevelsLevelsILM 300gILM 50gGD2Packaging Technical Awareness training-Munich 2010Material:CorrugatedPhysicalpropertiesdependonstructure,flutingandlinertype30ABCEFFlutesizes:Structure:typesofcombinedboardsTriplewallDoublewallSinglewallSinglefaceKraftliner(virgin)vs.Testliner(recycled)Packaging Technical Awareness training-Munich 2010Material:CorrugatedExamples31 Bulk transportation Displays Shelf Ready Pack Consumer unitPackaging Technical Awareness training-Munich 2010Material:PlasticsMainpolymersusedinpackaging32PolyethyleneterephthalateHighdensitypolyethylenePolyvinylchlorideLowdensitypolyethylenePolypropylenePolystyreneThermoformingFilm extrusioninjectionBlown film extrusion ThermoformingThermoformingInjection blow mouldingInjection blow mouldingFilm extrusion ThermoformingInjection blow mouldingPackaging Technical Awareness training-Munich 2010Material:PlasticsMaintechnologiesaroundplastics33ThermoformingFilmextrusionmale formfemale formHeating platesresinresin extrudercast roll MDOTDOreels before convertingPackaging Technical Awareness training-Munich 2010Material:PlasticsMaintechnologiesaroundplastics34In-mouldlabellingInjectionmouldingEjector UnitMoving PartFixed PartHeated BarrelHopperExtrusion screwPrint vs.IMLPackaging Technical Awareness training-Munich 2010Material:PlasticsMaintechnologiesaroundplastics35ExtrusionblownfilmsExtrusionblowmouldingPackaging Technical Awareness training-Munich 2010Material:Glass36Glassisusedtopackavarietyofproductse.g.DrinksPowdersCosmeticsPharmaceuticalsFoodInertAbsolutegasandmoisturebarrierTransparencyRigidityAdjustablelighttransmissionwithcolorsHeatresistanceRecyclability/ReusabilityValueperceptionCharacteristics:Recipeofglass:AllingredientscanentirelybereplacedbyculletThreemaincolors:FlintglassGreenglassAmberglassOthercolorsarepossibleGlassmainapplicationsandpropertiesPackaging Technical Awareness training-Munich 2010Material:GlassGlassproduction37RawmaterialmixingMeltingandformingColdendBlowandBlowProcessPressandBlowProcessMouldingtoolPackaging Technical Awareness training-Munich 2010Material:MetalMetalusedinpackagingareAluminiumandSteel38Metalisappliedintwoformsinpackaging:Aluminium(Al)Steel(Fe)PrintPETAdhesiveAluminumAdhesivePEFlexiblefilmsasbarrierlayer(Al)Cans(AlandFe)Membranes(Al)Closures(AlandFe)MagnetismCorrosionNomigrationofgasesandliquidsNolighttransmissionHeatresistantMetallicappearanceRigidityDeadfoldingbehaviourCharacteristics:Applications:Packaging Technical Awareness training-Munich 2010PackagingMatrixComplexcombinationofcriteriaina3dimensionalmatrix39MaterialPackagingPackagingAttributesAttributesStructuraldesignPrinting&DecorationGraphicdesignPaper:cardboard,corrugatedRigid:glass,rigidplastics,metalFlexibles:plasticfilm,aluminiumfoilOffset,flexo,gravure,Embossing,varnish,goldstampingMainlyDesignagencyInthepacktechnicalspecificationShape,size,coldsealpattern,creases(technicaldrawing)Packaging Technical Awareness training-Munich 2010Structure:ShapesBaseshapesforcartonboxes40PrismsPolygonsCurvesBiggestgrowingareainmarketduringthe10lastyearsParallelepipedsMinimalistshapesbackintotrendforpremiumpositioningPackaging Technical Awareness training-Munich 2010Structure:Shapes&SizesImportanceofsizeandshapeintheproductconcept41Nabisco NA versionMultipack:Individual portions.Box shape:Feminine,slim line.Theiconicshapevisualizestheconceptessentialofconsciousindulgence.Marketing requirementsThepackagingneededtodifferentiatefromordinarysnackpacksandtoleveragetheconceptcommunicationatthepointofsale.Targetgroup:females;18+Packaging Technical Awareness training-Munich 2010Structure:Shapes&SizesImportanceofsizeandshapeintheproductconcept42 old tub,25+years new tubDifferentiationfrommainlyrectangulartubsincreamcheesemarketinEuropebyshapeanddecorationtechnology(InMouldLabelvs.directprint)ShapefitscreamyproductcharacteristicsandovalPhiladelphialogoMarketing requirementsPackagingfunctionality(betterEZOofmembraneandbetterlidfitforafteropeningfreshness)Consumer requirementsCommercial restrictions&challengesRestrictionsduetomoduledimensionsandlogisticalcostimpactincaseofoversizedtubLineartopandbottomofovalcompromisedduetoPOSstackingrequirementsFlatlidshapevs.preferreddomedlidcompromisedduetolidstabilityandpalletheightlimitsShapeanddecorationtechnologychange(printtoIML)causeschallengesintubproductionatsuppliersOvalshaperequiresdirecthandlingoftubsfromfillingmachineintotransportpackagingtoavoidcomplicatedconveyingandre-orientationoftubsDesiredlidfitnotachievedfully100%afterlaunchoptimization1-Significant higher shelf appealfirst5secondsimpactatPOS2-Convenience improvedsecond5secondsimpactatinitialusageathome3-Better product protectionoverproductusagePackaging Technical Awareness training-Munich 201043Packaging Technical Awareness training-Munich 2010PackagingMatrixComplexcombinationofcriteriaina3dimensionalmatrix44MaterialPackagingPackagingAttributesAttributesStructuraldesignPrinting&DecorationGraphicdesignPaper:cardboard,corrugatedRigid:Glass,rigidplastics,metalFlexibles:plasticfilm,aluminiumfoilOffset,flexo,gravure,Embossing,varnish,goldstampingMainlyDesignagencyInthepacktechnicalspecificationShape,size,coldsealpattern,creases(technicaldrawing)Packaging Technical Awareness training-Munich 2010MainprintingProcessesProcessischosendependingonthecomplexityofthegraphic,theprice,thesubstrate(paper,corrugated,flexible).45OffsetVerygoodprintingqualityLowtoolingcostFlexographyCheapestprocessForsimplerdesignsRotogravureFastestprocessExpensivecylindersInk reservoirDoctor bladePlate cylinderAnilox rollerImpression cylinderSubstrateEngraved cylinderInk reservoirImpression cylinderSubstrateDoctor bladePackaging Technical Awareness training-Munich 2010PrintingprocessTypicallypackagingareprintedinQuadri:CYMK.However,specificcoloursandvarnisheswillalsobeapplieddependingonthebrandandgraphicdesign.46Ourbrandshavespecificcolours:cyanmagentayellowblackPantonecoloursCdObistre(lightbrown)CdOredCdObrownChamoixLilacdarkLilaclightPackaging Technical Awareness training-Munich 2010Printingmachineforflexible:fromreel8Stationprintingmachine47Packaging Technical Awareness training-Munich 2010FinishesandDecorationtechniquesVarioustechniquesareusedtoemphasissomegraphicdesignelements48 EmbossingHot foil StampingMatt&Glossy varnishes Embossing&DebossingPackaging Technical Awareness training-Munich 2010PackagingMatrixComplexcombinationofcriteriaina3dimensionalmatrix49PackagingPackagingAttributesAttributesDemandsonDemandsonPackagingPackagingConsumerSafetyRegulatory/LegalrequirementsProductinformationShelfappealBranding/PromotionCost/EconomyEcology/EnvironmentMachinability/LineefficiencyTraderequirementsConvenienceProductprotectionDistribution/logisticPackagingPackagingLevelsLevelsPrimarypackagingTertiarypackagingSecondarypackagingMaterialStructuraldesignPrinting&DecorationGraphicdesignPackaging Technical Awareness training-Munich 2010PackagingMatrixComplexcombinationofcriteriaina3dimensionalmatrix50DemandsonDemandsonPackagingPackagingConsumerSafetyRegulatory/LegalrequirementsProductinformationShelfappealBranding/PromotionCost/EconomyEcology/EnvironmentMachinability/LineefficiencyTraderequirementsProductprotectionDistribution/logisticPackaging Technical Awareness training-Munich 2010Relevantpackagingattributes51Consumer unitConvenienceRight functionalityCost efficientSafeLegalDisplay Product informationAdequate product protectionFit product positioningDSALogisticEZOReclosePIFFreshnessTargetPremiumnessSource ReductionEnvironmentally soundFormatSizeShapeProduct segmentsSocial sharingpers.snackinggrazinggiftingNon deceptive packFit product pricingQualityEco-balanceDer Grne PunktOn the goAt homeKidsteensRelevant brand differentiationConsumption locationfamilyadultsAdded valueImpact on shelves50+5st secondsSustainabilityManufacturableLine efficiencyIso-modularCompetitive advantageDistributionIPPatentExclusivityPackaging Technical Awareness training-Munich 2010DemandsonPackagingPackagingisacriticalelementacrosstheentireValueChain:fromProductProductiontoProductUsagetoDisposal52Product ProtectionConvenienceCost/EconomyEcology/EnvironmentTrade RequirementsDistribution/LogisticProduct I