FOOD PACKAGING
FSTC 311 – Fall 2015
Factors that affect package design
Packaging Design Objectives
•
•
Specific to the particular product or brand
Must:
a)
b)
c)
d)
e)
f)
Feature the unique attributes of the product
Strengthen the aesthetic appeal and the value of the product
Maintain uniformity within the brand’s family of products
Strengthen differentiation between product varieties and lines
Develop distinctive packaging forms that are categoryappropriate
Use new materials and develop innovative structures to reduce
costs, be more environmentally friendly, or increase
functionality
Design Objectives
1.
2.
3.
4.
5.
6.
Who is the consumer?
What environment will the product compete in?
What price point will the product be set at?
What are the production costs?
What is the time frame from design to market?
What distribution methods are planned?
Packaging Strategy – Objectives 1-3
Who is the consumer?
1.
▫
▫
▫
▫
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
What are the production
costs?
4.
▫
Materials, etc.
What distribution
methods are planned?
5.
▫
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
The red is stimulating and intense, and makes the product visually dominate the category
http://www.poundland.co.uk/product-range/a-z/200g-ritz-crackers-2-for-1/
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
Black was not used in snack food
packaging until mid-1980s
http://www.theimpulsivebuy.com/wordpress/2005/02/01/terra-potpourri-potatochips/
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
•
Easily printed or labeled
•
Non-toxic
•
Easily opened/closed
•
Transparent
•
•
Light-weight
•
Tamper-proof
•
Easily disposable
•
Compatible with food
•
Protective against light
•
•
•
Impermeable to gases
and odors
Resistant to mechanical
and thermal damage
Compatible with highspeed filling machinery
Environmentally friendly
Packaging Strategy
Consumers gravitate toward product and
packaging innovation that is playful while
also making the product easier to use.
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.
2.
3.
4.
Food composition and its physical state (i.e., solid,
liquid, powder).
Knowledge of the various deteriorative reactions
that might occur.
Intended storage conditions (including the time of
storage).
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/slide
s/friss-biotojas-20.jpg
FOOD PACKAGING
TECHNOLOGY
MODIFIED ATMOSPHERE PACKAGING
Deliberately changes the atmosphere
around the food product for the purpose
of extending shelf life.
http://www.thantawan.com/images/domes_Active%20breathable.jpg
Current methods
1.
Using vacuum to
remove the
normal
atmosphere
http://guelphmercury.blogs.com/fuel/2009/03/usingcarbon-monoxide-to-extend-shelf-life.html
2.
Adding a defined
gas mixture (the
optimum composition
of this mixture is
highly dependent on
the particular food
product)
Factors to consider when deciding to implement a
MAP process for a product
1.
2.
3.
The food itself
The packaging material (structure and equipment)
The gas mixture and the volume of gas required
Selection of the gas or mixture of gases



The keystone of the process
There 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
a)
b)
in only a limited way.
In fresh vegetables, oxygen permeable films are
used to prevent the "suffocation" of the gases
that vegetables produce naturally when respiring.
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.
Successful MAP
http://www.soxal.com/image/photoelement/pj/map33242.gif
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
General Aseptic processing layout
HEPA filter maintains
positive air pressure
UHT
Raw product
Packaging
materials
Commercially sterilized product
Product
sterilization
Package
filling
Pre-sterilized containers with
hermetic seals
Package
manufacture
Or Assembly
Packaging
sterilization
Filled in an
atmosphere free of
microorganisms
Package
Hermetic
sealing
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

a)
b)
c)
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:
97%/3% packaging-to-product ratio (by weight)
97%/3% product-to-packaging ratio (by weight)
65%/35% product-to-packaging ratio (by weight)
Question

a)
b)
c)
d)
Design of a package for
aseptic processing
requires
excellent oxygen barrier
high moisture barrier
high temperature
resistance and low
oxygen barrier
use of aluminum foil
(always)
http://jhamjhamrunner.files.wordpress.com/2012/10/1.jpg
Question

a)
b)
c)
d)
Design of a package for
aseptic processing requires
excellent oxygen barrier
high moisture barrier
high temperature
resistance and low
oxygen barrier
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
reflective
absorbent
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

Aspects of microwavable package design
 Food

‘map’
Remember the lab activities
 Packaging

of one material over the other
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

1.
2.

1.
Advantages:
The high oxygen atmosphere
favors the formation of
oxymyoglobin, which gives the
nice red color to fresh meat.
The presence of nitrogen helps
prevent the collapse of the
package
Disadvantage:
Interaction of oxygen with lipids
may produce undesirable flavor
changes due to oxidation


1.
2.


(2) Vacuum packaging:
Advantages:
Prevents rancidity due to
oxidation of lipids (lack of
oxygen)
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 = dp/1.5 for a frozen product
D = 2-2.5 dp; cylindrical container
Cooked peas
dp =
D=
Microwavable packaging design
D = dp/1.5 for a frozen product
D = 2-2.5 dp; cylindrical container
Ham
dp =
D=