From a marketing view and shortly after Daisy’s 2015 launch, it became apparent that the upside-down variation of the familiar stand-up pouch had tremendous upside potential.
“After Daisy Squeeze was launched, Daisy reported that this line extension resulted in a 69.7% increase in sales,” marketing manager Amanda Dahlby points out. “Notably, 18% of the total volume sold was incremental to the sour cream category, which means this pouch didn't cannibalize Daisy’s traditional sour cream tub sales. And they managed to achieve all this while charging approximately 25% more per ounce for Daisy Squeeze than sour cream sold in traditional packaging.”
Based on the many inquiries Glenroy has experienced over the past six months, there’s obviously pent-up demand for the premade inverted pouch.
Company's most successful launch
Arnold reports “we’ve had an incredible amount of interest; in fact, half our booth leads at Pack Expo 2018 were for this format, which post-show has had more interest than any product we've ever launched.”
Glenroy reports a common theme for interested brands across all product categories: most want the packaging to do more than just contain their product.
“The attraction for brands is not only the shelf impact, but improving the customer experience; the pouch provides clean, controlled dispensing, while eliminating the need for a utensil, and even extending the shelf life of products,” says Arnold.
Dahlby notes further benefits of the gravity-assisted dispensing that’s always at the ready. “There’s no dirty utensils to clean afterwards, no cross contamination, and dispensing is incredibly convenient. Products that were once shoved to the back of the refrigerator end up being stored prominently within the refrigerator door and used more frequently as toppings; this package widely expands the usage occasions for many products.”
She also feels the format is sustainably beneficial.
“Consumers can access and remove virtually 100% of the product from the StandCap pouch, which makes consumers feel like they’re not being cheated, and they’re getting their money’s worth. This also reduces food waste,” Dahlby explains. “The easy, utensil-free dispensing also saves time for consumers; this package is essentially a lifehack, and consumers are willing to pay for convenience.
“And for brands attempting to capture more market share from millennials, this package is a no brainer. Mintel’s report Global Packaging Trends 2018 states that millennials are increasingly shopping the periphery of stores, turning their backs on the center aisles. The Global Packaging Director for Mintel points to flexible packaging as one way to attract millennials back to center store aisles.
“And according to research firm Freedonia Group, millennials—more so than any preceding generation—‘adore pouches’," Dahlby continues. “They aren’t bound to traditional packaging. Millennials are looking for new, exciting types of packaging that they can use in their everyday lives. A Freedonia analyst referred to the generation’s affinity for pouches as ‘millennial embrace’.”
Dahlby notes that squeezable products ideal for this package include condiments, sauces, honey, dessert toppings, greek yogurt, preserves, jellies, spreads, dips, salad dressings, and the list goes on.
“Even products with chunks are candidates,” Dahlby adds. “The list of products that are well-suited for this package is pretty exhaustive.”
In short, anything pumpable is in play.
Pouch materials and options
The pouch itself offers a range of options. Although Glenroy declines to share pouch film specifications, it indicates that the structures is similar to FFS options in offering product protection, barrier and options that prevent flavor scalping. The durable pouches can withstand the rigors of distribution whether traditional on-shelf at retail or for ecommerce, Arnold says. The premade pouches are available in clear, opaque white and metallized-look packaging in a current size range of 12 to 14 ounces. Processing options are either hot-fill or ambient filling.
The stock fitment from Aptar is available in a range of colors along with hundreds of valve choices that are engineered according to the product requirements.
“There are many different closure options that the brand can take advantage of for customizing its own unique packaging,” summarizes Arnold.
What began with Uncle Dougie’s BBQ sauces will soon spread to other brands and products.
“We have several other companies that are now placing commercial orders for this new package,” Dahlby discloses. “We’re seeing a lot of interest in the food category, especially within sauces and condiments, but we have active StandCap projects in personal care and household products as well. This promising format solves many annoyances consumers experience with current packaging, and in the age of life hacks and ecommerce, the premade StandCap Pouch really is the next generation of packaging.”
Glenroy posted an informative StandCap video at its website.
This is the third in a series of reports on inverted pouch packaging for foods and other products that began with Inverted pouch trend upends food packaging: Chobani, published December 2018, and Inverted pouch trend upends food packaging: ProAmpac, published January 2019.
Much food for thought for packaging will be found at PackEx Toronto June 4-6, 2019, where innovative ideas in containers and design, the latest machinery and automation solutions and free education at Centre Stage will be available. For more information, visit PackEx Toronto. ___________________________________________________________________________________