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MWV snack packs stack up

By Jenni Spinner+

14-Mar-2014
Last updated on 14-Mar-2014 at 09:49 GMT

MeadWestvaco's Evertain snack containers are composed of paperboard, with a liner and reclosable lid for product protection.
MeadWestvaco's Evertain snack containers are composed of paperboard, with a liner and reclosable lid for product protection.

MeadWestvaco has launched Evertain, a resealable paperboard container to protect snacks, boost sustainability, and drive shelf appeal.

MWV recently released results of its Packaging Matters survey, which lays out factors impacting consumer satisfaction with packaging.

The No. 1 need is to get the fresh product in the hands of the consumer,” John Rau, vice president of strategic marketing for MWV, told FoodProductionDaily.com

Convenience in transporting and easy reclosing are close behind in customers’ hearts. According to Rau, the Evertain line hits all of those key marks.

Paper-based protection

The paperboard container has a sealed inner seam with a barrier coating. The design reportedly guards against oxygen and moisture to extend the shelf life of snacks, candies, and other foods.

Food manufacturers invest so much in perfecting the crunch of a chip or the flavor of an almond,” Rau said. “Evertain is designed to preserve those textures and flavors from the manufacturer, through the supply chain, all the way to the consumer, delivering an outstanding snacking experience, wherever they are.”

Green and convenient

Rau pointed out Evertain is in line with the increased demand for convenience packaging, such as portioned containers and reclosable tubs.

Nielsen data shows double-digit growth across those snack categories,” he said.

Also, Rau said, brand owners and consumers alike are seeking increased sustainability in snack packaging.

We’re seeing a real change away from things like the spiral-wound composite can, to more eco-friendly options,” he said, adding Evertain packages use up to 60% less material than such cans.

Making the shift

Rau told FPD snack makers and packaging partners often are reluctant to make the switch from conventional configurations to updated containers.

Manufacturers have machines and equipment in place that runs at the right speed, does a sufficient job in packaging the product and more or less meets consumer needs,” he said. “When you’re talking about brand-new packaging ideas, there’s going to be some investment and change required.”

Evertain, Rau said, can be formed on a conventional cup machine, with minimal adjustment, making the commitment to changeover less painless. Also, the container’s oxygen- and moisture-blocking barrier offers something not normally seen in a paper-based container.

Brand ability

As with most packaged foods, shelf presence is crucial to encourage product trial; 36% of Packaging Matters respondents indicated they were enticed to try a product on the impression given by the packaging alone. Evertain, Rau said, offers the stand-out potential needed to succeed at the retail level.

We can print directly on the container, so you can get a really nice brand impression,” he said.

Additionally, the Evertain packages have angled sides that allow them to be stacked; this means unfilled containers take one-eighth the warehouse space, Rau told FPD. Customers can choose from a range of lid materials, including paper and plastic.

Evertain currently is offered in four standard sizes, ranging from 11.5 ounces to 37 ounces, in round and squared-off versions. The package is still in the early testing stages, Rau said; the company may add sizes and offer custom versions in the near future.

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