Convenience in an efficient packaging type is an effective combination, which is undoubtedly true of stand-up pouches: the market is projected to grow from $20.1 billion in 2018 to reach $28.9 billion by 2023 at a CAGR of 7.5% from 2018 to 2023. Notably, the spouted pouch segment that offers easy opening and reclosure while preventing spills is projected to grow at the highest CAGR in value, according to the study.

A vendor in this fast-growing market is Cheer Pack North America (CPNA), West Bridgewater, MA, which claims to be one of a select few companies in North America that manufactures premade spouted flexible pouches in a variety of shapes.

At their most basic, a pinched-waist pouch can provide a better grip for small hands. With a little more creativity distinctive shapes allow progressive brands to stand out from the rest of the packs.

And, if truly inspired, a silhouette can result in instant iconic recognition for maximum shelf presence — consider bear-shaped honey bottles or the fluted outline of a Coca-Cola bottle. It may be the shape of things to come in flexible packaging.

An interview with Al Madonna, CPNA VP of marketing, resulted in the following four takeaways of options and opportunities in this market.

Stand-up pouches continue to gain a foothold in food categories.

Premade stand-up pouches have been successful in the baby food and nut butter industries and are an eco-friendly alternative to other packaging types. They are considered eco-friendly by addressing the first need in the hierarchy of sustainability, which is the reduction of material.

Shape options are primarily limited by a brand’s creativity.

Spouted flexible pouches can be shaped to resemble a company’s current packaging that may not be in a pouch.

Shapes can also be used to reinforce what the product is, such as an apple-shaped flexible pouch for apple juice or sauce.

Another example is creating a pouch in the shape of an animal for a brand owner whose brand communication uses that animal.

Additional design options are available.

CHEERShapes are custom-made to align with different client messages and are available in multiple film structures and print surfaces to address almost any product application or design.

Pouches are available with or without a top gusset.

Different fitment styles are another consideration. CheerPlus Bevels caps address the need for a sleek spouted pouch cap design that appeals to consumers who are in their tweens or older.

CPNA can rapidly develop, prototype, and test multiple shapes.

The company’s Innovation Center was launched in 2018 and is designed to provide testing of films, resins, and additives for designing and manufacturing flexible pouches, fitments, and caps for food and nonfood products.

The equipment available at the facility includes three filling machines for water qualification testing, an SLA machine for rapid 3D prototyping, a pouch film sealer, and an injection-molding machine.

The facility is also used as a laboratory for new product development that allowed CPNA to earn US design patents for new products that were created there.