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FOOD PACKAGING
FSTC 311 – Fall 2015
Factors that affect package design
Packaging Design Objectives• Specific to the particular product or brand• Must:
a) Feature the unique attributes of the productb) Strengthen the aesthetic appeal and the value of the
productc) Maintain uniformity within the brand’s family of productsd) Strengthen differentiation between product varieties
and linese) Develop distinctive packaging forms that are category-
appropriatef) Use new materials and develop innovative structures to
reduce costs, be more environmentally friendly, or increase functionality
Design Objectives
1. Who is the consumer?2. What environment will the product
compete in?3. What price point will the product be set
at?4. What are the production costs?5. What is the time frame from design to
market?6. What distribution methods are planned?
Packaging Strategy – Objectives 1-3
1. Who is the consumer? ▫ Children▫ The elderly▫ Health-conscious▫ Immunity deficient
Packaging Strategy
2. What environment will the product compete in?
▫ “Mom and Pop” store vs. hypermarket.
Packaging Strategy
3. What price point will the product be set at?
▫ Luxury vs. regular use.
Packaging Strategy
4. What are the production costs?
▫ Materials, etc.5. What distribution
methods are planned?
▫ Marketing campaign, international, etc.
Primary Packaging Design Objective
To accomplish the marketer’s strategy objective • (i.e., sell the product) creatively.
Breaking through the visual clutter of the competition is key!
Packaging Design Principles
Attention Grabbers
Symbolism of Color
Yellow is the fastest color the brain processes, and therefore is usually a good attention getter.
Symbolism of Color
• Blue, Red, White and Grey = Stability, Power, Trustworthiness, Conservatism
http://www.princetonol.com/groups/iad/lessons/middle/color2.htm
http://www.poundland.co.uk/product-range/a-z/200g-ritz-crackers-2-for-1/
The red is stimulating and intense, and makes the product visually dominate the category
Symbolism of Color
• Yellow, Brown, Orange, Green = Nature, earthiness, warmth
http://www.princetonol.com/groups/iad/lessons/middle/color2.htm
White communicates purity, freshness, cleanliness
Color of choice in dairy category
Symbolism of Color• Black= elegance, sophistication, luxury,
wealth
http://www.theimpulsivebuy.com/wordpress/2005/02/01/terra-potpourri-potato-chips/
Black was not used in snack food packaging until mid-1980s
Symbols and Graphics
Characters support brand communication, promote product attributes, and become the embodiment of the brand’s personality.
Symbols and Icons
Simple graphic diagrams or elaborate layouts
http://www.nytimes.com/2007/04/27/technology/27amazon.html?_r=1
Physical Structure and Shape
For many products, the physical configuration embodies the brand’s visual identity.
http://www.freedigitalphotos.net/image/s_cocacola1.jpg
Properties of the ideal package• Sanitary• Non-toxic• Transparent• Light-weight• Tamper-proof• Easily disposable• Compatible with
food• Protective against
light
• Easily printed or labeled
• Easily opened/closed• Impermeable to gases
and odors• Resistant to
mechanical and thermal damage
• Compatible with high-speed filling machinery
• Environmentally friendly
Consumers gravitate toward product and packaging innovation that is playful while also making the product easier to use.
Packaging Strategy
Packaging Strategy
• Feature the unique attributes of the product (e.g., highly nutritious, great new taste)
Packaging Strategy
• Strengthen the aesthetic appeal and the value of the product (e.g., added benefits through packaging design)
Packaging Strategy
• Maintain uniformity within the brand’s family of product (e.g., do not want to make a very different product so that consumers do not recognize the brand)
Packaging Strategy
• Strengthen differentiation between product varieties and lines (e.g., new colors, new graphics). How to break through the visual clutter of the competition?
Packaging Strategy
• Use new materials and develop innovative structures to reduce costs, be more environmentally friendly, or increase functionality.
http://blog.esko.com/wp-content/uploads/2013/05/Innovative-egg-carton-packaging.jpg
The choice of the material and design must be based on:
1. Food composition and its physical state (i.e., solid, liquid, powder).
2. Knowledge of the various deteriorative reactions that might occur.
3. Intended storage conditions (including the time of storage).
4. Socioeconomic situation of the anticipated customer.
Packaging Materials
Activity
What two basic materials are used for egg cartons?
Plastic and styrofoam Recycled cardboard
Let’s critique this design
http://b.fastcompany.net/multisite_files/codesign/imagecache/slideshow_large/slides/friss-biotojas-20.jpg
FOOD PACKAGING TECHNOLOGY
MODIFIED ATMOSPHERE PACKAGING
http://www.thantawan.com/images/domes_Active%20breathable.jpg
Deliberately changes the atmosphere around the food product for the purpose of extending shelf life.
Current methods
1. Using vacuum to remove the normal atmosphere
2. Adding a defined gas mixture (the optimum composition of this mixture is highly dependent on the particular food product)
http://guelphmercury.blogs.com/fuel/2009/03/using-carbon-monoxide-to-extend-shelf-life.html
Factors to consider when deciding to implement a MAP process for a product
1. The food itself2. The packaging material (structure and
equipment) 3. The gas mixture and the volume of gas
required
Selection of the gas or mixture of gases
The keystone of the processThere are three main gases used in MAP: Nitrogen, carbon dioxide and
oxygen
http://2.bp.blogspot.com/-XB6wPbI-hzE/T5Bee-feq4I/AAAAAAAAANw/-v4Nt9mCRRo/s1600/Atmosfera_modificada.png
Carbon dioxide
It can be bacteriostatic and fungistatic Highly soluble in water and fats, so can
cause package shrinkage Directly inhibits the growth of bacteria
and mold. However, because it dissolves in
products with high fat and water content, it may cause the package to shrink around the product, and may add an acidic taste.
Nitrogen
Mainly used to replace oxygen. An inert, odorless gas which is not soluble in water or fats, etc.
Does not dissolve in water and fats, and thus does not inhibit the growth of microorganisms.
It is, however, and excellent "filler" gas used to prevent the collapse of the package and provide mechanical protection for fragile products.
It displaces oxygen, thereby preventing or delaying oxidative reactions, such as fat rancidity, in foods.
Displacing oxygen also indirectly retards the growth of aerobic microorganisms, which thrive in oxygen.
Oxygen
Usually avoided, but required in some cases (e.g. to keep meat red, avoid anaerobes in seafood) Used in only a limited way.
a) In fresh vegetables, oxygen permeable films are used to prevent the "suffocation" of the gases that vegetables produce naturally when respiring.
b) In fresh fish, oxygen prevents the growth of anaerobic bacteria—some of the deadliest bacteria, such as Clostridium botulinum, grow without oxygen!
Oxygen
In some cases, oxygen is used to improve the appearance of foods; red meat would not be red without exposure to oxygen.
http://www.soxal.com/image/photoelement/pj/map33242.gif
Successful MAP
http://www.chandraassociates.com/images/Slide3.JPG
Aseptic packaging
Aseptic = sterile Aseptic packaging
= sterile packaging
Aseptic package
One which has been sterilized prior to filling with sterilized food
Shelf stable product > 6 months at room temperature
http://www.mediacrayon.com/wp-content/uploads/2011/07/purepak2.jpg
Packagingsterilization
Packaging materials
PackageHermetic sealing
Productsterilization
Package manufactureOr Assembly
Package filling
Raw product
HEPA filter maintainspositive air pressure
General Aseptic processing layout
Commercially sterilized product UHT
Pre-sterilized containers withhermetic seals
Filled in anatmosphere free ofmicroorganisms
Aseptic cartons
Made of three basic materials that together result in a very efficient, safe, and light-weight package
Each material provides a specific function
http://i01.i.aliimg.com/img/pb/778/429/370/370429778_194.jpg
Aseptic cartons
Paper (75%) – strength and stiffness
Polyethylene (20%) – barrier to microorganisms, heat seal
Aluminum foil (5%) – keeps air out, light, and off-flavors
http://www.milkunleashed.com/images/aseptic-milk-packaging-layers.gif Tetra Pak (Canada)
Aseptic cartons and recycling
http://www.tetrapak.com/publishingimages/materials_aseptic_carton.jpg
Question
In terms of source reduction through minimal use of packaging materials, a typical single-serve aseptic package (“drink box”) is the best package because of its:
a) 97%/3% packaging-to-product ratio (by weight)b) 97%/3% product-to-packaging ratio (by weight)c) 65%/35% product-to-packaging ratio (by weight)
Question
Design of a package for aseptic processing requires
a) excellent oxygen barrier
b) high moisture barrier
c) high temperature resistance and low oxygen barrier
d) use of aluminum foil (always)
http://jhamjhamrunner.files.wordpress.com/2012/10/1.jpg
Question
Design of a package for aseptic processing requires
a) excellent oxygen barrier
b) high moisture barrier
c) high temperature resistance and low oxygen barrier
d) use of aluminum foil (always)
http://jhamjhamrunner.files.wordpress.com/2012/10/1.jpg
Microwavable packaging
Has seen some leaner years but now it is increasing
58% of microwavable foods are frozen foods
Package characteristics
In most cases, the package should be of a microwave-transparent material.
Transparent materials absorb the microwaves They do not heat up Paper has some moisture and it heats up –
negligible Best – plastics (LDPE, HDPE, PP, PET) Less common - glass
transparent absorbentreflective
Geometry
More uniform heating with rounded corners
Oval or circular shapes reduce corner heating
The more surface area openly exposed to microwave energy, the more evenly the product will heat.
Optimal configuration: annulus or doughnut
Microwavable packaging design
For Exam
What are the basic functions of packaging? Justify the choice of a package (and
material) for a particular food product Advantages of one material over the other
Aspects of microwavable package design Food ‘map’
Remember the lab activities Packaging Matrix
MAP and aseptic packages
Example
As a packager of fresh meat, you must choose between the following two atmospheres for the inside of the package:
(1) 60% oxygen + 20% carbon dioxide + 20% nitrogen, or
(2) vacuum packaging. List one advantage and one disadvantage
for each option.
Answer
(1) 60% oxygen + 20% carbon dioxide + 20% nitrogen Advantages:
1. The high oxygen atmosphere favors the formation of oxymyoglobin, which gives the nice red color to fresh meat.
2. The presence of nitrogen helps prevent the collapse of the package
Disadvantage:
1. Interaction of oxygen with lipids may produce undesirable flavor changes due to oxidation
(2) Vacuum packaging:
Advantages:1. Prevents rancidity due to
oxidation of lipids (lack of oxygen)
2. Prevents the growth of aerobic microorganisms and extends shelf life of the meat
Disadvantage: May induce growth of
anaerobes such as C. botulinum and some pathogens (safety)
Microwavable packaging design
D = 2-2.5 dp; cylindrical container
D = dp/1.5 for a frozen product
Cooked peas
dp =
D =
Microwavable packaging design
D = 2-2.5 dp; cylindrical container
D = dp/1.5 for a frozen product
Ham
dp =
D =