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1、Functions and roles of packagingPackaging is a means, not an end in itself1Historical rolePastPresentFuturecontainsprotects (physically)transportspreservessells (shelf appeal)communicatesinformsenables usage (convenience)promotesreuseacts (intelligent)interactsis environmentally sound第1頁/共105頁Packag

2、ing MatrixComplex combination of criteria in a 3 dimensional matrix2Consumer SafetyRegulatory / Legal requirementsProduct informationShelf appealBranding / PromotionCost / EconomyEcology / EnvironmentMachinability / Line efficiencyTrade requirementsConvenienceProduct protectionDistribution / logisti

3、cPrimary packagingTertiary packagingSecondary packagingMaterialStructural designPrinting & DecorationGraphic design第2頁/共105頁Packaging MatrixEach product will be packed in several packaging articles3Primary packagingTertiary packagingSecondary packaging第3頁/共105頁Packaging LevelsTerminology4Primary pac

4、kagingSecondary packagingTertiary packaging第4頁/共105頁Packaging LevelsTerminology and examples5Primary packagingSecondary packagingTertiary packaging= SRP or Display= Packaging Assembly= Transportation Unit= SKU= Food Contactand / or Sales Unit= Pallet= Unit Load第5頁/共105頁Packaging Levels6Some demands

5、on packaging are common to all levels, e.g. ecology, machinability, cost However some demands are specific to each levelPrimary packagingSecondary packagingTertiary packaging4- Palletisation requirements1- Food Contact2- Requirements in Consumer Unit: PIF, EZO, Reclose3- Trade guidance= SRP or Displ

6、ay= Packaging Assembly= Transportation Unit= SKU= Food Contactand / or Sales Unit= Pallet= Unit Load第6頁/共105頁Packaging LevelsSome demands on packaging are common to all levels, e.g. ecology, machinability, cost However some demands are specific to each level 7Primary packagingSecondary packagingTert

7、iary packaging4- Palletisation requirements1- Food Contact2- Requirements in Consumer Unit: PIF, EZO, Reclose3- Trade guidance= SRP or Display= Packaging Assembly= Transportation Unit= SKU= Food Contactand / or Sales Unit= Pallet= Unit Load第7頁/共105頁Primary: Food Contact4 cases of product in “Food Co

8、ntact” with packaging material8Material physically touching the productExamples:- Milkini- Tender (carton tray inside and OPP wrapper)Bag or box when primary pack is:- Twist wrapper (e.g. One-by-One, Imagine)- Non-sealed praline tray (ILM)Retail case for wrapped products (e.g. Mignonette, WTR)Materi

9、al in “air” contact with productMaterial in contact with sealed low barrier film containing the productHermetically sealed product with low / insufficient barrier film, permeable to contaminants most vulnerable are highly absorbent products (large surface, mobile, fatty e.g. powders)- PE coated bag

10、(e.g. Pavlides cocoa bev.) - OPP pouch for twisted products in co-packing (e.g. TCO segments)Material in contact with product in consumption phase after opening - Sealed praline tray- Sealed tablets and bars stored after opening (not eaten in one go - contamination based on time until eaten)第8頁/共105

11、頁Packaging LevelsSome demands on packaging are common to all levels, e.g. ecology, machinability, costHowever some demands are specific to each level 9= food contactand / or sales unit= SRP or display= packaging assembly= transportation unit= SKU= palette= Unit loadPrimary packagingSecondary packagi

12、ngTertiary packaging4- Palletisation requirements1- Food contact2- Requirements in Consumer Unit: PIF, EZO, Reclose3- Trade guidance第9頁/共105頁CU: Packaging Integrity Feature (PIF)All Mondelz International products shall have a PIF 10 Definition:“A PIF is a package seal, feature or addition, applied d

13、uring original manufacture, which prevents opening the package in the normal manner without destruction or permanent displacement of the feature.”A PIF has to provide evidence of package and seal integrity, but it does not mean that a package is tamper proof. Documentation:Corporate Quality Procedur

14、e: 7.3-20 Package IntegrityPaper stickerOverwrap filmTear strip sticker(partly) removable sticker第10頁/共105頁CU: Easy opening (EZO) Feature & GraphicAny new package which is launched by Kraft Foods shall have a functional Easy Opening (EZO) and a graphic description of the EZO 11 Definition:A controll

15、ed EZO feature enables the consumer to get access to a product he likes to get in a convenient way and without using a device (e.g. tool). Background:As part of the “Creating Consumer Brand Value” strategy the objective of EZO for all Kraft products has been widely communicated. Packages which are e

16、asy to open and reclose support the consumer interest in convenient handling. Documentation:Best Practice on EZOPeel n sealVAFPTear tape第11頁/共105頁CU: Reclose FeatureReclose feature is recommended for multi-serve products 12 Definition:A reclose feature allows the consumer to close a packaging provis

17、ionally after first or further openings. It is designed to hold the packaging content inside and give a certain protection to the remaining product. Background:If a pack is defined as a multi-portion pack the consumer would normally expect to be able to reclose the pack after usage. In addition, the

18、 inclusion of reclose should be aligned to the pack serving size and linked to the H&W policy.Twist off capHinged lidPeel n sealVAFP II第12頁/共105頁CU: Platform specific requirementsSome “packaging platforms” are developed at Mondelz and their execution should follow Best Practices. 13Peel n SealInvisi

19、ble 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, Gus

20、sets, 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

21、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 inter

22、est / newness / modernity whilst respecting key requirements. Invisible seal can even improve:第13頁/共105頁Packaging LevelsSome demands on packaging are common to all levels, e.g. ecology, machinability, cost However some demands are specific to each level 14= food contactand / or sales unit= SRP or di

23、splay= packaging assembly= transportation unit= SKU= palette= Unit loadPrimary packagingSecondary packagingTertiary packaging4- Palletisation requirements1- Food contact2- Requirements in Consumer Unit: PIF, EZO, Reclose3- Trade guidance第14頁/共105頁TU: Shelf Ready Packaging (SRP) (1)15Examples第15頁/共10

24、5頁TU: Shelf Ready Packaging (SRP) (2)16In order to comply with the retailers needs and the equipment constraints, any new transportation unit shall follow the SRP Design Guide 9706 which focuses on:Structure (construction), Graphics, Equipment considerations (if applicable) Definition: SRP (Shelf Re

25、ady Packaging) = RRP (Retail Ready Packaging) = PAV (prt-vendre)refer to a product that comes in a ready merchandised unit which :is easy to identify,is easy to open,can easily be put onto the shelf, can easily be disposed of,allows an optimisation of shelf replenishment,enhances product availabilit

26、y, visibility and access. Background:Numerous Retail Chains all across Europe demonstrate a fairly high level of SRP implementation.Expected benefits : productivity and business opportunity第16頁/共105頁TU: Shelf Ready Packaging (SRP) (3)17SRP designs: examples Before After CdO mignonettes第17頁/共105頁Pack

27、aging LevelsSome demands on packaging are common to all levels, e.g. ecology, machinability, cost However some demands are specific to each level 18= food contactand / or sales unit= SRP or display= packaging assembly= transportation unit= SKU= Pallet= Unit loadPrimary packagingSecondary packagingTe

28、rtiary packaging4- Palletisation requirements1- Food contact2- Requirements in Consumer Unit: PIF, EZO, Reclose3- Trade guidance第18頁/共105頁Unit Load: Palletisation requirementsThe unit load consists of transportation units (SRP or displays) grouped on a palletfor storage and transport.19 Key focus:Mi

29、nimize product damage during shipping and handlingComply with industry guidelines,Maximize supply chain efficiency. Key parameters:1. Pallet dimensions: UK =1000 x1200 mm / Euro = 800 x1200 mm2. Unit load height3. Over and under hang4. Area efficiency target max 95%5. Cube efficiency above 80%6. Opt

30、imum pallet pattern7. StackabilityMax 50mmMax 50mmCapacity optimizedPoor optimized load第19頁/共105頁Packaging MatrixComplex combination of criteria in a 3 dimensional matrix20Consumer SafetyRegulatory / Legal requirementsProduct informationShelf appealBranding / PromotionCost / EconomyEcology / Environ

31、mentMachinability / Line efficiencyTrade requirementsConvenienceProduct protectionDistribution / logisticPrimary packagingTertiary packagingSecondary packagingMaterialStructural designPrinting & DecorationGraphic design第20頁/共105頁Packaging MatrixComplex combination of criteria in a 3 dimensional matr

32、ix21MaterialStructural designPrinting & DecorationGraphic design第21頁/共105頁Packaging MatrixComplex combination of criteria in a 3 dimensional matrix22MaterialStructural designPrinting & DecorationGraphic design第22頁/共105頁Packaging MatrixComplex combination of criteria in a 3 dimensional matrix23Materi

33、alStructural designPrinting & DecorationGraphic designPaper: cardboard, corrugatedRigid: glass, rigid plastics, metalFlexibles: plastic film, aluminium foilShape, size, cold seal pattern, creases (technical drawing)Offset, flexo, gravure,Embossing, varnish, gold stampingMainlyDesignagencyIn the pack

34、 technical specification第23頁/共105頁Packaging MatrixComplex combination of criteria in a 3 dimensional matrix24MaterialStructural designPrinting & DecorationGraphic designPaper: cardboard, corrugatedRigid: glass, rigid plastics, metalFlexibles: plastic film, aluminium foilOffset, flexo, gravure,Emboss

35、ing, varnish, gold stampingMainlyDesignagencyIn the pack technical specificationShape, size, cold seal pattern, creases (technical drawing)第24頁/共105頁Material : Cardboard (1)From wood to pulp25 Cardboard = paper grammage 150 g/m Modern paper is almost exclusively made from cellulose fibres derived fr

36、om wood. Wood (like all plant materials) consists of cellulose fibre, hemicellulose and lignin which binds cellulose fibres together. Pulping is a process of breaking/removing the lignin in order to separate the fibres.第25頁/共105頁Material : Cardboard (2)Paper characteristics depend on fibre length &

37、pulping process26Fibre lengthPulping processHardwood (poplar, maple)= short fibres (2mm)smooth surfacereduced physical propertiesSoftwoods (pine, spruce)= long fibres (4mm)high tensile, tear, fold and puncture strengthrougher surfacevariations in densityMechanical pulpinghigh yield (because there is

38、 still lots of lignin)Presence of lignin makes the fibres hard and rigidLow density, breakableChemical pulpingPreserve fibre lengthHigh density (flexible and soft fibres)High whiteness, brightness, and light stabilityHigh purity, no odour and taint contaminationCombined processessemi-chemical (chemi

39、cal treatment + refining)thermo-mechanical (wood softened by heat before refining)CTMP (chemical-thermo-mechanical-pulp)Recycled FibresProperties are inherited from the original fibre source, however, each re-pulping degrades and reduces the fibre length reduced physical properties contaminated by w

40、ater insoluble adhesives, non-removable inks, plastic debris第26頁/共105頁27Material : Cardboard (2)Paper production process (simple version)WoodPaper reel第27頁/共105頁Material : Cardboard (3)GradeVisual appearanceCompositionTypical applicationsVirgin fibresSBS / SBBSolid Bleached Sulphated /BoardGZSulphat

41、e, bleached virgin fibresFBBFolding Box boardGC1GC2White backCream backOuter layer GZCore layer fully mechanical or chemothermo mechanical pulpGC3 Cream backMade of recycled light or unprinted deinked food grade cardboardRecycled pulpWLCWhite lined chipboardTriplexGTOuter layers GZ/GCCore layer full

42、y recycled fibresWLCWhite lined chipboardDuplexGD1 Numbering due to board densityTop layer GZCore layer fully recycled fibreGD2GD3Top layer GZ/GCCore layer fully recycled fibre28Cardboard classification, properties and main applicationsBest QualityLowest QualityILM 300gILM 50gGD2第28頁/共105頁Material :

43、 CorrugatedPhysical properties depend on structure, fluting and liner type29ABCEFFlute sizes :Structure: types of combined boardsTriple wallDouble wallSingle wallSingle faceKraft liner (virgin)vs.Test liner (recycled)第29頁/共105頁Material : CorrugatedExamples30 Bulk transportation Displays Shelf Ready

44、Pack Consumer unit第30頁/共105頁Material : PlasticsMain polymers used in packaging31Polyethylene terephthalateHigh density polyethylenePolyvinyl chlorideLow density polyethylenePolypropylenePolystyreneThermoformingFilm extrusioninjectionBlown film extrusion ThermoformingThermoformingInjection blow mould

45、ingInjection blow mouldingFilm extrusion ThermoformingInjection blow moulding第31頁/共105頁Material : PlasticsMain technologies around plastics32ThermoformingFilm extrusionmale formfemale formHeating platesresinresin extrudercast roll MDOTDOreels before converting第32頁/共105頁Material : PlasticsMain techno

46、logies around plastics33In-mould labellingInjection mouldingEjector UnitMoving PartFixed PartHeated BarrelHopperExtrusion screwPrint vs. IML第33頁/共105頁Material : PlasticsMain technologies around plastics34Extrusion blown filmsExtrusion blow moulding第34頁/共105頁Material : Glass35Glass is used to pack a

47、variety of products e.g. Drinks Powders Cosmetics Pharmaceuticals Food Inert Absolute gas and moisture barrier Transparency Rigidity Adjustable light transmission with colors Heat resistance Recyclability/ Reusability Value perceptionCharacteristics:Recipe of glass:All ingredients can entirely be re

48、placed by culletThree main colors:Flint glassGreen glassAmber glass Other colors are possibleGlass main applications and properties第35頁/共105頁Material : GlassGlass production36Raw material mixingMelting and formingCold endBlow and Blow ProcessPress and Blow ProcessMoulding tool第36頁/共105頁Material : Me

49、talMetal used in packaging are Aluminium and Steel37Metal is applied in two forms in packaging: Aluminium (Al) Steel (Fe)PrintPETAdhesiveAluminumAdhesivePEFlexible films as barrier layer (Al)Cans (Al and Fe)Membranes (Al)Closures (Al and Fe) Magnetism Corrosion No migration of gases and liquids No l

50、ight transmission Heat resistant Metallic appearance Rigidity Dead folding behaviourCharacteristics:Applications:第37頁/共105頁Packaging MatrixComplex combination of criteria in a 3 dimensional matrix38MaterialStructural designPrinting & DecorationGraphic designPaper: cardboard, corrugatedRigid: glass,

51、rigid plastics, metalFlexibles: plastic film, aluminium foilOffset, flexo, gravure,Embossing, varnish, gold stampingMainlyDesignagencyIn the pack technical specificationShape, size, cold seal pattern, creases (technical drawing)第38頁/共105頁Structure: ShapesBase shapes for carton boxes39PrismsPolygonsC

52、urvesBiggest growing area in market during the 10 last yearsParallelepipedsMinimalist shapes back into trend for premium positioning第39頁/共105頁Structure: Shapes & SizesImportance of size and shape in the product concept40Nabisco NA versionMultipack: Individual portions.Box shape: Feminine, slim line.

53、The iconic shape visualizes the concept essential of conscious indulgence. Marketing requirementsThe packaging needed to differentiate from ordinary snack packsand to leverage the concept communicationat the point of sale. Target group: females; 18+第40頁/共105頁Structure: Shapes & SizesImportance of si

54、ze and shape in the product concept41 old tub, 25 + years new tubDifferentiation from mainly rectangular tubs in cream cheese market in Europe by shape and decoration technology (In Mould Label vs. direct print)Shape fits creamy product characteristics and oval Philadelphia logoMarketing requirement

55、sPackaging functionality (better EZO of membrane and better lid fit for after opening freshness)Consumer requirementsCommercial restrictions & challenges Restrictions due to module dimensions and logistical cost impact in case of oversized tub Linear top and bottom of oval compromised due to POS sta

56、cking requirements Flat lid shape vs. preferred domed lid compromised due to lid stability and pallet height limits Shape and decoration technology change (print to IML) causes challenges in tub production at suppliers Oval shape requires direct handling of tubs from filling machine into transport p

57、ackaging to avoid complicated conveying and re-orientation of tubs Desired lid fit not achieved fully 100% after launch optimization 1- Significant higher shelf appeal first 5 seconds impact at POS2- Convenience improvedsecond 5 seconds impact at initial usage at home3- Better product protectionover

58、 product usage第41頁/共105頁42第42頁/共105頁Packaging MatrixComplex combination of criteria in a 3 dimensional matrix43MaterialStructural designPrinting & DecorationGraphic designPaper: cardboard, corrugatedRigid: Glass, rigid plastics, metalFlexibles: plastic film, aluminium foilOffset, flexo, gravure,Embo

59、ssing, varnish, gold stampingMainlyDesignagencyIn the pack technical specificationShape, size, cold seal pattern, creases (technical drawing)第43頁/共105頁Main printing ProcessesProcess is chosen depending on the complexity of the graphic, the price, the substrate (paper, corrugated, flexible).44OffsetV

60、ery good printing qualityLow tooling costFlexographyCheapest processFor simpler designsRotogravureFastest processExpensive cylindersInk reservoirDoctor bladePlate cylinderAnilox rollerImpression cylinderSubstrateEngraved cylinderInk reservoirImpression cylinderSubstrateDoctor blade第44頁/共105頁Printing

61、 processTypically packaging are printed in Quadri: CYMK. However, specific colours and varnishes will also be applied depending on the brand and graphic design.45Our brands have specific colours:cyanmagentayellowblackPantone coloursCdO bistre(light brown)CdO redCdO brownChamoixLilac darkLilac light第

62、45頁/共105頁Printing machine for flexible: from reel8 Station printing machine46第46頁/共105頁Finishes and Decoration techniquesVarious techniques are used to emphasis some graphic design elements47 EmbossingHot foil StampingMatt &Glossy varnishes Embossing & Debossing第47頁/共105頁Packaging MatrixComplex comb

63、ination of criteria in a 3 dimensional matrix48Consumer SafetyRegulatory / Legal requirementsProduct informationShelf appealBranding / PromotionCost / EconomyEcology / EnvironmentMachinability / Line efficiencyTrade requirementsConvenienceProduct protectionDistribution / logisticPrimary packagingTer

64、tiary packagingSecondary packagingMaterialStructural designPrinting & DecorationGraphic design第48頁/共105頁Packaging MatrixComplex combination of criteria in a 3 dimensional matrix49Consumer SafetyRegulatory / Legal requirementsProduct informationShelf appealBranding / PromotionCost / EconomyEcology /

65、EnvironmentMachinability / Line efficiencyTrade requirementsProduct protectionDistribution / logistic第49頁/共105頁Relevant packaging attributes50Consumer unitConvenienceRight functionalityCost efficientSafeLegalDisplay Product informationAdequate product protectionFit product positioningDSALogisticEZOR

66、eclosePIFFreshnessTargetPremiumnessSource 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 advantageDistributionIPPatentExclusivity第50頁/共105頁Demands on PackagingPackaging is a critic