Lisa McTigue Pierce, Executive Editor

March 11, 2015

7 Min Read
January Packaging Concepts

Elizabeth Arden dispenser ensures a continuous product flow
Elizabeth Arden selected Airopack ( as an all-plastic, pressurized dispenser that uses 42 percent less energy and emits 74 percent less CO2 than a typical aerosol can to dispense the new Ceramide Self-Foaming Cleanser formulation. Airopack makes use of compressed air, assuring a continuous flow from start to finish to provide the ultimate consumer experience.


Airolux AG, a joint venture between I.P.S. Innovative Packaging Solutions AG and Resilux NV, announced the completion of the first delivery of their Airopack system to prestige beauty company Elizabeth Arden. The patented Airopack technology offers a safe and clean alternative for traditional aerosol-dispensing systems and is a suitable fit for the enhanced formulation and dispensing requirements at Elizabeth Arden.

The Elizabeth Arden Ceramide products are being packaged through the Airopack Full Service Operation. Through this full-service offering, the dispensers are produced, filled, sleeved and packed to Elizabeth Arden's high specification standards while guaranteeing an on-time market introduction.

Miller Lite releases limited-edition Original Lite Can
Miller Lite, the beer that launched the light beer category, invites consumers to reach for a piece of brewing history. In January 2014, Miller Lite will release the limited-edition Original Lite Can, an updated version of the iconic packaging that changed the beer industry almost 40 years ago.

The Original Lite Can features the familiar images of hops, barley and the words "a fine pilsner beer," which reinforce the high-quality ingredients and the unique brewing process that consumers have enjoyed for generations.
"There was a time when all that existed was heavy beer that weighed you down," says Elina Vives, marketing director for Miller Lite. "The launch of Miller Lite broke this category convention and offered beer drinkers the best of both worlds: great taste at only 96 calories and 3.2 carbs. Miller Lite is the original light beer and this limited-edition can celebrates that innovation and helps inform consumers of the rich history behind our beer."


In addition to becoming available to consumers in January, the Original Lite Can will appear in the upcoming Paramount Pictures' release, "Anchorman 2: The Legend Continues." The news team can be seen enjoying the Original Lite in the film, which was released nationwide in December 2013.

The limited-edition Original Lite Can will be available nationwide January through March in 12-, 16- and 24-oz sizes.


Makeover of the Month
Pure Flavor launches freshened veggie packs
Pure Flavor, a leading and innovative greenhouse produce company, has unveiled new packaging and design for its Aurora Bites-mini peppers and Beefsteak Slicer Tomatoes.

These new designs adhere to the central design elements that formed the bedrock of the previous design. In the new version, everything from colors to the layout is more dynamic and vibrant. Pure Flavor's new design packaging is rolling out as early as January 2014.

The new and improved Aurora Bites Mini Peppers program features packaging that reduces by 25 percent of plastic usage from industry standard while presenting three different eye- and consumer-catching recipe suggestions. The new package material uses minimal plastic with the ability to strengthen the banner handle to hold/carry large packs, as well as to improve display abilities by providing a premium packaging look and feel.




Mintel report: Increase in packaging launches points to innovation in the sector
New food innovation in the U.S. took an expected decline in 2008 and 2009 in response to the recession. Despite an upturn in 2010, declines swiftly followed in 2011 and 2012, now looking to stabilize in 2013.

However, while new food product launches have been faltering, the subset of those launches is that new packaging has been increasing. New product launches that were due to new packaging increased 72 percent from 2007 to 2012, indicating that food packaging innovation has recovered well from the recession. This reflects recognition by food companies that new packaging can bring increased consumer interest to an old product, either through improving the shopper moment or through offering new functionality. Flexible packaging has had the most success in this time period, with resealable bags and resealable stand-up pouches driving usage and product sales.

Innovative packaging can offer consumers added value on their food purchases and, at Mintel, we have seen a number of strategies being adopted. For example, packs that help food stay fresh longer or that help consumers get all the product out of the packaging will help reduce food waste and have been used by brands to support consumer perception of value in a food product without price discounting, which can damage brand equity. Enhanced functionality and convenience of food packaging offers consumers more free time or offers a new consumption opportunity-for example, turning a meal solution into an on-the-go snack by repacking into a small resealable pouch. Lastly, improved on-pack labeling and communication via the web and mobile apps is not only allowing consumers to get more information faster but is also helping brands better engage directly with consumers and shoppers.

One example of packaging that engages consumers with the brand comes from Austrian ingredient supplier Wiberg ( They have launched a new retail range of herbs and spices in a brushed metal container with an innovative dispensing closure (lower left image). A large hinged flap lifts up and over the top of the container to become a broad "scoop" from which the product can be sprinkled/broadcast. The action of rotating this scoop also activates a smaller flap in the top of the container that aligns with the positioned scoop. The pack has been recognized by the German Packaging awards in 2011 and by the reddot design awards in 2012.

This robust pack does at first glance look masculine and perhaps a bit over-engineered for such a simple product. However, this appearance does fit with the brand's professional look, which uses the color gray and brushed metal effects across its range. The three-piece tin-plate box features two litho printed labels on self-adhesive foil.The closure and scoop are injection molded in polypropylene with a pull-off tamper-evident tab.

From China, Baike Beverage has released a dual beverage bottle. The injection stretch blown PET bottle contains an iced black tea in the top and a snow pear juice in the bottom, totaling 485ml. This novel arrangement means that the two beverages are consumed in slightly different ways. The top compartment is consumed in the normal way directly from the bottle. To access the lower compartment the consumer uncaps a tube that runs down to a middle fitment that separates the two halves and draws out an embedded straw through which the lower beverage can be consumed. Though this is not the most practical design, it is fun for younger consumers.

The chambers are split via what appears to be a polypropylene fitment with the plastic straw running through the center. A gravure printed shrink-sleeve label is present, whilst closure is provided by an injection-molded polypropylene screw-on cap.

Another fun and unusual example of packaging was created by Thai German Meat in Thailand. This chilli pork product (upper right image) is held in a stitched textile, shaped and printed to resemble a pig. Though this is quite fun it may well have too close an association with cutting open an animal to reach the meat inside for some consumers to be happy with.

Outer packaging comprises a plastic sachet, featuring a litho printed label on self-adhesive polypropylene.
Butter brand Lurpak has expanded into premium butters with the launch of Lurpak Slow Churned Butter (center image). The product is described as a traditionally crafted butter created in small batches, over several hours, to bring out its full, rich flavour. To differentiate on the shelf and give the product superior positioning, the butter is retailed in an aluminum serving dish, formed of thin aluminium that is robust enough for transport and use long enough to consume the butter. The small batch positioning is supported with a batch number printed onto the outer board sleeve, highlighting again the artisanal nature of the product.


Author Benjamin Punchard is global packaging insights director at Mintel (








About the Author(s)

Lisa McTigue Pierce

Executive Editor, Packaging Digest

Lisa McTigue Pierce is Executive Editor of Packaging Digest. She’s been a packaging media journalist since 1982 and tracks emerging trends, new technologies, and best practices across a spectrum of markets for the publication’s global community. Reach her at [email protected] or 630-272-1774.

Sign up for the Packaging Digest News & Insights newsletter.

You May Also Like