Neil Kozarsky, president, T.H.E.M. -- Packaging Digest, 10/27/2011 1:24:36 PM
The Yamasa 500 ml "pouch in dispenser package" for premium soy sauce was introduced in 2010 and artfully incorporates Japanese values for innovation, convenience, functionality and source reduction in comparison to traditional containers. The outer decorated pouch holds an inner bag containing the product. The injection-molded plastic base, a separate cup-shaped piece, is designed to offer consumers a standing pouch with the stability and functionality of a rigid bottle.
The one-way dispensing valve prevents oxidation and helps extend product freshness. All in all, this may be the best example of Japanese packaging today. I can say this after having attended Japan Pack 2011 and also having had the chance to visit various grocery and convenience stores in the Tokyo area the week of Oct. 17, 2011.
This soy sauce packaging innovation also delivers against another primary cultural value here in Japan—it is sleek and pleasing to the eye and touch. It is so well designed one barely notices that each and every detail is thoroughly thought out from the perspective of the consumer and the retailer:
• Any elements of instability in handling and dispensing are removed by the rigid base that transforms the flexible pouch into a virtual bottle.
• The molded piece includes a cut-out so the consumer's hand can directly contact the pouch walls; this allows direct pressure to dispense precise amounts of product.
• The base also results in pouch stability in the pantry, on a dining table and the retail shelf.
• The side flanges of the pouch fit snugly into both sides of the custom-designed base; like hand and glove.
• Access to the dispensing spout is intuitive and can be performed in several easy steps that are clearly illustrated on the rear panel of the pouch.
Almost eight months have passed since the massive earthquake and resultant tsunami struck Japan, a country that was already a global leader in source-reduced packaging. In the wake of the disasters, and ongoing related challenges, Japan has redoubled its commitment to use even lighter materials and minimize energy consumption.
The Yamasa soy package achieves the above objectives, functions like a rigid container and delights the consumer with its elegant design and easy dispensing characteristics. Look for more products to follow in this direction as Japan moves ahead with a renewed commitment to "less is more" thinking for all that is packaged and shipped.
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The one-way dispensing valve prevents oxidation and helps extend product freshness. All in all, this may be the best example of Japanese packaging today. I can say this after having attended Japan Pack 2011 and also having had the chance to visit various grocery and convenience stores in the Tokyo area the week of Oct. 17, 2011. 
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