Enjoy Convenience & Promotion With Essentra

Stuart Pritchard November 29, 2018

Integrated high-impact printed packaging solutions are key to success in the snack food and confectionery sector, says IAN BERESFORD, Head of Marketing and Development at Essentra Tapes…

The snack food market remains very competitive with pressures on price and available shelf space, and a constant stream of new product launches. Packaging is therefore an integral part of the consumer’s purchasing decision, with high-quality eye-catching designs, on-pack promotions and features such as easy opening or the reassurance of product protection being key influences. What is becoming an increasingly important requirement is for a pack to combine several of these benefits into one integrated solution.

RE:CLOSE™ Tape is durable enough to withstand resealing and reclosing up to 10 times

For example, with the growth in larger sharing and value packs, resealability has become a key requirement for the food sector in general, particularly for snacks and confectionery. A reclosing function such as delivered by RE:CLOSE™ Tape can ensure that consumers keep the product in the pack between uses, retaining brands in the home to build up loyalty and encourage repeat purchases.

Created in response to growing consumer demand, RE:CLOSE™ Tape is durable enough to withstand resealing and reclosing up to 10 times. Equally significant, with its high-impact print it delivers the latest promotional campaigns and messaging direct to consumers’ fingertips. The wide resealable tape also incorporates an easy-to-use finger lift area that runs along both sides of its length, making it simple to lift away from the pack.

This resealability not only increases convenience and maintains product freshness, it can also enhance a brand’s environmental credentials by minimising food waste that could be caused by spillage or leaving a pack open. The value of this type of extra functionality may mean consumers are willing to pay a small premium for products in packaging incorporating these features.

CHANGE THE TAPE

RE:CLOSE™ Tape can ensure that consumers keep the product in the pack between uses

As tapes can be added to existing packaging simply and cost effectively, brands are able to run fixed-term promotions and communications, or quickly change between them, without changing the whole packaging design. This saves money and further minimises environmental impact by reducing the costs and waste associated with re-originating the pack.

Furthermore, the use of print is not restricted to just the pack; digital print means printed tapes and labels can carry variable data such as a unique code, allowing brand owners to add a promotion to individual product packs. In the case of a tear tape this delivers easy opening while ensuring that the code is at the consumer’s fingertips for entering promotions online or via SMS registration, enabling brands to engage with their customers.

Other options include the printing of QR codes, linking consumers through to the product website. Again, tapes are able to incorporate this without having to change the overall pack and avoiding the monetary and environmental costs of potentially wasted packaging.

PROTECTION AND IMPACT

Digital print means printed tapes and labels can carry variable data

Product safety and security also remain vital considerations. Although we tend to associate counterfeiting with tobacco products and high-end items such as perfumes and cosmetics, this is now a problem affecting an increasing number of everyday products as well, including food.

Tear tapes are ideal carriers for a variety of overt, covert and forensic anti-counterfeit technologies across a range of packaging formats. As part of a layered brand protection solution, tear tape can also build tamper-evidence into a pack by demonstrating whether someone has interfered with it.

Nevertheless, while all these features provide welcome reassurance to consumers and reaffirm brand values, it is on-shelf appeal that is key to securing the initial purchase. The development of colourful design and digital print possibilities allow tapes to incorporate eye-catching graphics, promotional messaging and competitions alongside their functional benefits of easy opening, re-closing and product protection. This can boost on-shelf presence and influence the decision-making of buyers at the point of purchase.

BRAND BUILDING

Tear tapes are ideal carriers for a variety of overt, covert and forensic anti-counterfeit technologies across a range of packaging formats

Looking ahead, there is more to come in the area of creating a memorable consumer experience to help build a relationship with a brand. The incorporation of visual and functional enhancements which stimulate senses such as sight, touch and small can help to increase a brand’s impact by 70% – crucial in highly competitive retail environments where consumers make more than half of their buying decisions at the point of purchase.

This is leading to the development of high-impact print and new finishes such as holographic effects which offer a cost-effective means to integrate a high-end effect, enhancing on-shelf presence with added depth to colours and a sense of movement that attracts attention in crowded markets.

In competitive and cost-conscious times, multi-purpose packaging is a requirement across all sectors of industry. Tapes combine functionality, on pack impact and security to give snack and confectionery packs the brand image and practicality that are both vital to success.

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