What’s cooking?

Featuring highlights from Canadean’s recent articles and analyses on the food sector, Packaging Today examines the latest examples of innovation in packaging across dairy, prepared meals, cereals, snacks and treats

The convenience trend has swept through food packaging of late, with packaging offering myriad ready-to-eat options and a variety of resealable, reclosable, ‘fresher for longer’ and on-the-go solutions. In its wake comes the return of concern over artificial content and harmful ‘added’ ingredients. As consumers become more aware of what’s in their food, brands are fighting to the front of shelves with on-pack claims refuting added sugar, ‘unhealthy’ fats, genetically modified ingredients, gluten, and artificial preservatives, colourings or flavourings.

Pairing this ‘natural’ offering with the still-soaring demand for convenience requires some tricky design work; brands must offer innovative packaging formats that play into the on-the-go and ready-to-eat trends while ensuring they play into demands for production transparency and health-boosting ingredients. On-pack convenience claims should be carefully balanced with appropriate health claims and transparency in ingredient lists without the packaging becoming crowded. And alongside all of this, consumers continue to seek environmentally friendly solutions.

 Experimental expansions

One of the trends currently dominating the dairy market – especially dairy alternatives – is flavour innovation. From a market that once predominantly catered only to the lactose intolerant, the alternative market has rocketed with growths in veganism, healthy dieting and consumer concern about the levels of fat in dairy.

Manufacturers are responding to this growth in demand by incorporating more exciting flavours into animal and plant-based milk options. Vanilla, chocolate and coconut were the most common flavours in milk launches in Q1, and plant-based milk alternatives are expected to continue expanding in variety to offer consumers more choice. These trends satisfy consumers’ desire to experiment with their food and drink products.

Catering to dairy consumers’ ‘experimental’ side, for instance, EasiYo strawberry yogurt mix (New Zealand) allows consumers to make yogurt at home by simply adding water. It is marketed as being made with "natural" and gluten-free ingredients, and being rich in calcium.

To your health

The most common claims in milk launches in 2016 so far have been "no gluten", "no genetic modification” and "high-calcium", while the most common claims in yogurt launches in Q1 were “high-protein”, “no genetic modification” and “no gluten”. These claims attend to consumers’ desire for healthier and more ‘natural’ food.

Answering consumer demand for natural products, Stonyfield organic strawberry yogurt (US) touts the simplicity of its ingredients and creates a wholesome image, for example, by claiming to be made with milk from cows that have eaten "nothing but grass." It is also tagged as organic, and free from GMOs and artificial hormones.

Brands have also been developing innovative milk-alternative products that boast multiple health benefits, to attract the shoppers who seek plant-based options but are not willing to give up the health benefits of dairy.

Transparency is key to analysing the importance of these claims. Knowing the origin and ‘backstory’ of a product can instill a sense of comfort and security in the consumer, which is particularly appealing in times of economic uncertainty and can counter consumer mistrust. In the most recent Canadean survey, 87% of consumers consider on-pack information about where a product is made to be appealing. The Molochnaya Kultura yogurt (Russia), sold in a plastic cup, took this trend a step further, informing consumers of the exact time the cow was milked and the yogurt produced, the farmer's name, and even the weather at the time of milking.

Manufacturers are also recognising the importance consumers place on environmentally friendly production methods and are thus releasing products that fit ‘sustainability criteria’. For instance, using its packaging format to draw in such eco-conscious consumers, La Fontaine à Yaourt is a mixed-strawberry yogurt drink with a tap dispenser built into its free-standing pouch. The built-in dispenser adds a new level of convenience to the pouch format, allowing the consumer to pour the contents from a fridge shelf without needing to pick it up each time. The lightweight pouch is promoted as an environmentally friendly option as its carbon footprint is 40% lower than the equivalent volume packaged in bottles.

Prepared for the best

"No preservatives" was the most common claim in launches of ambient prepared meals in Q1 2016. Ambient meals generally have long shelf lives compared with chilled or frozen meals, which has raised consumer awareness – and concern – of the use of preservatives. To combat this, manufacturers have emphasised the quality of content with “free-from” claims as well as "natural" and "high-nutrition" messaging.

Innovating in healthy free-from foods and designed to accompany meat, seafood or extra vegetables, Grainful Steel Cut Sides Meal Mate (US) moves oats from breakfast to dinner. The oats used are free from GM and gluten, and are claimed to be high in protein and fibre to maximize the product's healthy image.

Catering to demand for reclosable formats, Chez Carrefour coleslaw comes in a clear PET tray, with the “reclosable” claim overtly promoted on the top and side of the pack. This kind of product is often packaged in a tray with a non-resealable peelable lidding membrane or a thermoformed lid over a lidding membrane. This format provides a means of reclosing the pack, plus reduced material content. To open the pack, the user unclips the flange extension flap from the moulded nodes on the side of the tray then, using the flap as a pull tab, breaks the perforations and peels back the lidding membrane, making sure not to remove the membrane entirely. To reclose the pack, the membrane is folded down and the flange flap returned to its original position, snapping into place behind the moulded nodes.

 Microwave magic

In Q1’s launches of chilled prepared meals, "microwaveable" was the most common claim. Understandably, a major benefit of chilled meals is convenience, so the ability to be cooked in the microwave is an appealing feature. Making a traditionally slow-cooked meal ready in a short time, for instance, Jack Daniel's Tennessee honey pulled chicken (US) combines pulled chicken with honey-liqueur barbecue sauce for a premium ready-meal that allows cooking by microwave or oven.

In packaging technologies, Chungjungwon Whistling Cook chicken cream stew (South Korea) lets consumers know when it is microwave-cooked by whistling – a packaging feature relatively new to South Korea. As microwave cooking times can vary depending on the setting or machine, this format can help assure consumers that their meal is ready to eat.

Innovation is also seen in the packaging for Emmi All-in-One Foundü, a ready-to-eat cheese fondue that comes with a microwaveable bowl and warming stand. The microwaveable-fondue concept is nothing new, but examples already on the market are often packaged in flexible formats or plastic tubs that require the consumer to transfer the product to a separate cooking and serving vessel. This ready-to-heat format offers a significant benefit in this appeal to the convenience trend. The wide-aperture bowl-style tray creates a user-friendly serving dish that lends itself well to sharing.

 The flavour field

Other notable trends include a rise in vegan-friendly products, as ‘part-time vegans’ and celebrity influence has bolstered the vegan/vegetarian movement to create demand for more accessible and convenient vegan meals. One example of this is “100% organic” and vegan-friendly ProLaTerre Zeeland seaweed balls (the Netherlands), made with tofu and seaweed. The product’s ready-to-eat format not only appeals to those following a vegan diet, but also those simply looking for a healthy meal and something different.

The flavour profile in chilled prepared meals is broad, extending to many varieties of cuisine and ingredient. In Q1 2016, launches of products flavoured with chili were most common, followed by chicken, showing versatility in enhancing the relatively dull-flavoured tofu or being combined with a more exciting flavour to raise interest.

For instance, Yorkshire Provender Thai green chicken noodle soup (UK) offers soup flavours inspired by regional ingredients. There are two existing chicken options, but this new Thailand-inspired soup is part of the new Journeys in Flavour line, featuring tastes from around the world to appeal to young soup-lovers.

 Keep it real

"Microwaveable" was also the most common claim among frozen prepared meals launched in Q1, followed by "no preservatives". As in chilled meals, convenience is key in this category. Products sold in the frozen format can often take advantage of preservative-free features to appeal to consumers as more authentic than their dried or preservative-laden chilled and ambient cousins.

Nabeyaki-ya Kinrei frozen ramen (Japan), for instance, requires no added water or other additional ingredients – it need only be placed in a saucepan and heated. The frozen format produces ramen that may be seen as more authentic than the dry instant format.

Also capitalising on consumer trust for ‘authentic’ healthiness, Healthy Choice Cafe Steamers Simply Southwestern Style chicken (US) comes in a pack that incorporates a separate steamer basket for steam-cooking in the microwave. While many prepared meals can be heated in a microwave, the offering of a steam-cooked meal is likely to be perceived as healthier.

 Breakfast for all

"High-protein", "high-fibre" and "no gluten" were the three most popular claims in cereal and cereal-bar launches in Q1 2016. Manufacturers in the category continue to focus on health, with some exploring the use of superfoods such as pea protein, or targeting specific segments of consumers such as pregnant and/or breastfeeding women.

In an attempt to broaden eating occasions for muesli, Müsliglück muesli (Germany) is flavoured like a traditional German dish, Bauernfrühstück, made from potatoes, eggs, vegetables and bacon or ham, which is eaten at any time of the day. Mimicking a versatile recipe invites consumers to eat muesli for meals other than breakfast.

Meanwhile, Kellogg's To Go (US) "no milk needed" cereal is a step up for on-the-go breakfasters. Packaged in a pouch that is designed to fit in a car’s cup-holder, it accommodates travel to encourage consumers to eat breakfast on the go.

New regulations are also driving retailers to release new products, which will need to persuade consumers of their quality. A French law banning supermarkets from binning edible food, for example, is encouraging retailers to sell damaged products at a cheaper price. Carrefour France has started to embrace this policy, rebranding damaged cereal and selling it at a 30% discount with Tous AntiGaspi breakfast cereal.

Sweet tooth

"No gluten", "no artificial colour", "no artificial flavour" and "no preservatives" were among the most common claims in savoury snacks in Q1. Being naturally gluten-free, nuts have risen in reputation as ‘right-for-me’ snacks among gluten-intolerant and health-conscious consumers. New fruit and chocolate combinations are being added to portion packs of nuts – almonds, in particular – in an effort to broaden the category's offering.

Caramelised Mircus almonds (Spain) are covered in chocolate, and coated with melon and mint. Naturally gluten-free, nuts are often the preferred snack option for consumers that are intolerant to gluten or believe it is unhealthy. This product aims to offer a more indulgent option than plain almonds.

Additionally, promoting the energy-release credentials of fruit may entice sport-oriented consumers. Game Up Orange Lift sports chews (US), for example, with "125mg electrolytes", claim to provide vitamins and energy ideal for active consumers. "Lift" refers to the energy said to be released upon consumption, as well as alluding to weightlifting workouts.

Three common claims in Q1’s cookie launches were "no artificial colour", "no trans fat" and "vegetarian". Health-focused claims are driving the category, confirming that consumers do not ignore beneficial credentials even when shopping for treats. Manufacturers are becoming more attentive to consumer attitudes towards specific ingredients and how this can affect purchase opportunities; for example, negative media commentary about palm oil in the food sector has pushed manufacturers to make "no palm oil" claims in the hope of enticing shoppers that are avoiding the ingredient.

Appealing to the reported 50% of Italian consumers that believe palm oil has a negative effect on health, for instance, Colussi Il Gran Turchese biscuits (Italy) are promoted as eschewing it, which increases their visibility on shelves.

Special occasions and new consumption opportunities are also making way for new innovation: the Mars Shubh Avsar milk chocolate collection (India), for instance, comes in an easy-to-open box with tabs, designed so that it can be opened from either end for easy sharing. The chocolates are contained in an inner tray that can be pulled easily from the outer carton. The pack is specially designed as a Diwali gift, and its decorative presentation means it can be given without gift-wrapping. The window on the front face of the carton allows brand communication on a pack that is otherwise not overtly branded.

 Social snacking

FMCG brands are investing in new formats to capture the ‘on-the-go sharing’ trend. This often means leveraging other packaging cues to encourage social interaction, broadening consumption occasions for products.

KitKat Snap & Share was launched in 2015, for instance, to introduce the brand to a “wider audience of consumers” and expand consumption occasions. The 170g block has been designed to encourage consumers to “snap and share” KitKat fingers with family and friends, and reinforces the importance of having “meaningful social experiences”.

Similarly, in 2016, Burton’s Biscuit Company announced the launch of two new pack formats for its Cadbury Fingers brand, including a 52g “little treat pack” of ten Cadbury Fingers aimed at one to two-person households and a larger 228g “family pack” for larger households.

Also in the portioned, shareable snacking department, Applewood Nibbles’ “little bite sized chunks” of smoke-flavoured cheddar cheese are positioned as ideal for grazing on between meals. The product is positioned as “perfect” for sharing, parties and picnics, highlighted by its reclosable pot format.

 Hybrid formats

Multiformat packaging – packaging that offers more than one opening or storage method – can also broaden a product’s appeal to different end-consumer groups. Walkers Tear 'n' Share thicker-cut crisps make use of a new opening method to promote sharing crisps, with a bowl-style package intended to be used as a serving bowl, stable in structure and easy to use. This format enhances user convenience by obviating the need for a separate serving dish, making it perfect for entertaining, snacking, picnics and parties. The novel opening method also develops a manual ritual that could become associated with the brand. The pouch’s strong structure offers an advantage over the conventional vertical-form-fill-and-seal bags that are typically used for such products, and ensures good retail display and a strong shelf presence.

Similarly, Propercorn launched a new share-pack popcorn format in June that features dual openings, including a pinch-and-tear panel on the top of the pack that can be easily be removed to create a bowl for sharing as well as the traditional way of opening. The brand hopes to offer consumers a healthy snacking solution for business meetings, at home or at picnics, for example.

Tic Tac Breeze offers apple-flavoured sugar-free mints with "refreshing crystals”, available in a dual-dispensing pack that offers consumers a choice of dispensing methods. Its pocket-sized format with small flip-top lid enables easy consumption on the go. The pack also features a large slide-action opening aperture that allows ease of access for sharing occasions. The “double-opening” format is promoted on the back of the wrapper and highlights how brands can cater to sharing occasions without explicitly calling it out in labelling.