Metal packaging innovation confers eco-friendly opportunities for premium biscuits

By Lindsey Partos

- Last updated on GMT

Related tags Recycling Graphic design Brand

A raft of new container designs from US firm Crown speciality packaging target premium biscuit makers with an eye on eco-friendly packaging materials.

The portfolio of over 70 designs aims to 'take advantage of metal's inherent properties', says the firm, a unit of privately-held Crown packaging.

In terms of green credentials, metal is 100 per cent recyclable. Further, it is a durable material, allowing manufacturers to create a variety of shapes, as well as providing scope for decorating and branding opportunities.

"We’re working closely with several brand owners and retailers to raise consumer awareness about these benefits,"​ said Martin Stenson, European marketing & development manager, at Crown speciality packaging Europe.

A pace with increasing consumer demand for sustainable forms of packaging, suppliers of packaging are rising to market opportunities, meeting growing demand for green solutions, in turn contributing to an industry-wide shift towards stronger green credentials.

Increasingly visibility for recycling, Crown speciality packaging said their steel recycling logo is featured on the bottom of many of the biscuit tins they produce. Further, consumers can re-use the empty containers, and interact with the brand, long after the biscuits are consumed.

Sustainable design for M&S and Sainsbury's shortbread tins

The latest tin created for Marks & Spencer 650g All butter shortbread biscuits is a "good illustration of sustainable design"​, asserts Crown, that used over 7 per cent less steel for the package compared to previous versions.

The lid is curled inward and sits flush on the tin’s body, creating "a modern and appealing image on store shelves"​. The design, which offers a "generous canvas to convey brand identity"​, in 2008 received the silver award in the sustainability category from the Metal Packaging Manufacturers Association’s (MPMA) best in metal awards.

The company also cites its recent design of a square biscuit barrel style tin for Sainsbury’s shortbread, "which represents a marked change in style from the traditional round style tin used for biscuits"​.

Aiming for a 'trendy, vintage look', the product has simple "but effective graphics"​ that replicate traditional artwork and feature red and gold hues.

Crown used a combination of embossing, debossing and blind embossing techniques "to emphasise" the signature of J. Sainsbury.

The packaging firm also used embossing on packaging for Glenfiddich Highland whisky cake. Located on both the lid and container body, the brand name is placed against the dark green Glenfiddich emblem.

Crown, that presented its new container designs at last month's ProSweets show in Cologne, Germany, claims this technique conferred "a special tactile experience" for the consumer, "who is also attracted" by the pale pink, gold and red mix of colours set on a charcoal satin-finished surface.

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