instore - May 2018 - 68
by Andy Nelson
he need for transparency in packaging
gets to the heart of one of the fundamental principles of food marketing.
"Customers buy with their eyes," says Jeff
Lucash, vice president of sales for Fitchburg, Wisconsin-based thermoformed plastic packaging specialist Placon Corp. "They
want to see the food inside the package.
They want to know the product is fresh, and
seeing is believing."
The food must be the star of the merchandising, Lucash says, and a great plastic
package helps make that possible. Placon's
GoCubes are a perfect example, he says.
GoCubes are crystal clear with a sleek design, no ribbing, and a secure-fit lid to maximize visibility of the product in the package
- even when they're stacked. They help
keep foods looking great and tasting fresh
longer, Lucash says.
"Limiting ribbing and textures on the
package allows for more clarity."
Placon relies on clear, flat surfaces to maximize transparency. Photo: Placon Corp.
And clear, flat surfaces such as sidewalls and
lids maximize transparency and allow the
product to be easily seen."
product manager. That includes removal of
ribbing, which is easier said than done.
Placon works closely with its customers to
make sure the packaging it designs meets
their needs and helps their foods stand out
on the shelf. "Our goal is to help our customers frame their food so they can sell more,"
"We like to say that our containers are
invisible, that they only serve to give
shape to food."
Increasingly, consumers are focusing on
healthy alternatives and turning to fresh,
unprocessed foods. When making those
choices, there are always visual differences
between "fresher" and "a bit less fresh," Lucash says.
"Ribbing adds strength and integrity to containers, so its removal requires the use of
thicker material, adding to the cost," Cline
says. "The design challenge then becomes
how to make a structurally strong package
without significantly impacting the cost, and
our RD&E team masters that every day."
JEFF LUCASH, PLACON CORP.
The design of the package plays a big role in
making sure the foods inside are easily visible, Lucash says. "Limiting ribbing and textures on the package allows for more clarity.
"No claim, picture, message or brand can
replace the visual assessment of that fresh
food item done by the consumer at the point
of purchase," he says. "That is what drives
the demand for clear packaging."
Shelton, Connecticut-based Inline Plastics
Corp. also is committed to eliminating all obstacles to product visibility, says Carrie Cline,
CARRIE CLINE, INLINE PLASTICS CORP.
Inline's product clarity is a key source of
company pride, Cline says. "We like to say
that our containers are invisible, that they
only serve to give shape to food. Customers can easily see how much clearer our
containers are compared to other offerings.
The material we use is definitely one of our
main strengths, as it offers unparalleled
Inline uses the
on the market.
68 * MAY 2018 * commissary INSIDER