Close considerations

By its very nature, innovative packaging boosts consumer perception and purchasing, so every element of a new packaging format or design has a key part to play in a product’s success. Emma-Jane Batey speaks to brands including Whitworths, Palmer's and Brunel Healthcare about the considerations involved in choosing the right closure for a product.

Across all sectors and markets, closures not only influence a product’s practical use, but also its convenience, accessibility, product protection and innovation. Brands are becoming increasingly aware of how consumers interact with their products and packaging, and closures are no exception: choosing the right closure for a pack is more important than ever.

Fruity solutions

For Whitworths, the UK's leading supplier of dried fruit, nuts and seeds, perfect packaging is imperative to keeping its 125-year company relevant. With the resurgence of baking as an enjoyable way to pass the time, thanks in part to shows like The Great British Bake Off, Whitworths has ensured that its snacking and baking product ranges have seen a timely relaunch.

On shelves since the end of 2015, the extensive Whitworths range of dried fruits and nuts capitalises on the growth of the baking category, with recipes provided on packs to ‘add inspiration and impact in the kitchen’. New closures have been added to the packs too, with best-in-class foil packaging joined by click-close resealing for convenience and ease of use.

With snacking another growth sector for Whitworths, it has also launched a range of high-quality snacking products, available either in multipacks or as on-the-go formats. The Shots range, featuring products Soft Apricots, Plump Pairs and Sweet Cranberries, has been carefully created to tap into the ‘healthy eating on the go’ trend.

“People are always on the lookout for new, healthy snacks that fuel their bodies throughout the day but don't compromise on taste,” says Esther Laycock-Smith, Whitworths group senior product manager. “The new snack packs are not only of great quality, but also provide a guilt-free snacking option that allows consumers to enjoy great-tasting products on the go.”

 An artisan experience

The adult snacking market enjoyed growth of 8.9% in 2015, and shows no signs of slowing down, especially in the high-protein, low-sugar sector. The success of this sector and the on-the-go snacking trend has been key to the success of artisan jerky brand Billy Franks. Founded by owner Will Yates in East London, Billy Franks was named “the Aston Martin of jerky” by The Mail on Sunday’s Tom Parker Bowles and was awarded the Great Taste Award by the Guild of Fine Foods. All of Billy Franks' gourmet dehydrated snacks are made with British beef and ‘flavoured with the finest herbs and spices’, and the packaging has been as carefully-selected as the ingredients.

“We moved from vac-pack packaging, where we self-stuck our labels on to preprinted poly stand-up pouches, a couple of years ago,” Will Yates tells Packaging Today. “This was mainly in order to look more professional, save time and fit more information for our customers on the packs. The costs were very high, however, as we have a range of ten flavours, so we had to secure investment to bring them to shelves.

“The first batch was ordered through an English company but came from a factory in China. Because of this, shipping was costly and there was a three-month turnaround. When the products arrived, we were not happy with the final look; they were very different from the proofs in terms of quality and colours. However, we had no choice but to use them until there was time for a second run.”

Thankfully, the company has since been able to find a packaging partner that better reflects its brand: “We have now found a company in the UK that makes them here, and that can make smaller batches and in a third of the time. The costs are a little higher, but we save on shipping and lead time. This company is also much easier to deal with in terms of communications.”

“We use a resealable zip pouch that few other jerky companies use, which helps differentiate us. They are stand-up pouches with euro-slot hang tabs. Our standard brand design simply changes colour to represent a pack’s flavour, strengthening our image. We try to keep our designs as ‘artisan looking’ and personal as we can now that they are preprinted, and we feel we have achieved that, moving forward as we grow.”

Waste not, want not

With ‘craft’ brands aiming to offer consumers personable, quality products, established global brands are keen to find a balance between similar ideals and keep their focus on consumer appreciation. Palmer's, skincare and haircare brand from the E.T Browne Drug Company from New Jersey, is available in 80 countries and is the world's bestselling cocoa butter brand. With regular new product launches sitting alongside its much-loved products, fresh packaging has proved to be a great way to boost sales.

The 2015 Beauty Magazine Awards, a prestigious event in the beauty calendar, saw Palmer's Coconut Oil Formula Body Lotion awarded the Best New Bodycare Product category, with its new flip-top closure helping to seal the win. The choice of closure is imperative for this thick moisturiser to allow the consumer to access the product without waste. With the brand keen to “offer superior formulations that deliver results”, Palmer's promises its customers an “unconditional guarantee of quality” – and its packaging choices reflect that.

Safe and sound

The healthcare sector is also driven by quality and convenience when it comes to closures, with child-resistant and senior-accessible formats leading accessibility innovation. For Brunel Healthcare, the UK's leading manufacturer of vitamins, minerals and nutritional supplements, its offering of 'shelf-ready' products means it provides a concept-to-completion service, with the packaging as important as the product within.

Bob Smith, purchasing manager at Brunel Healthcare, explains how packaging plays a part in its private-label and contract manufacturing: “I wouldn't say that we particularly respond to trends, but we are certainly driven by safety and accessibility. All our products are child resistant and senior accessible – that's standard across our range. They're also tamper evident.

“In this sense, the closures have multiple functions, and are carefully designed and manufactured to the highest standards. Over the past 12 years, we've hardly changed our closures, because they were very smartly chosen in the first place.”