Introduction to Packaging

Prepared by: Soha AtallahUNIDO International Expert on Packaging LibanPack Director

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What is packaging?

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Packaging Use by Sector

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Packaging Materials

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Levels of Packaging

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Packaging

Functional Role

Marketing Role

Legal

Sustainable

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Functional

• Protection from external factors, Containment, Display.

• Prolongs shelf life

• Quality preservation &Food safety

• Convenience – User Friendly

• Facilitate Transportation & storage & Handling

Legal

•Packaging & labeling law

Sustainable Packaging

Packaging Functions

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Functional Role of

Packaging

Containment

Protection of the product

Handling Storage

Transportation

Food Safety

Quality Preservation

Shelf Life

Consumer Convenience

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•No leakage

•No loss of product

•No product/pack damage

•Containment failure can

become a major issue

Containment

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Protection Against Physical Damage

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• Humidity

• Temperature

• Pressure

• Pest, dirt, dust

Climatic/Environmental hazards

Ergonomic Shape & Consumer Convenience

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Labeling: Source of Information to Consumers

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RECALL DUE TO LABELING ERROR

Cadbury announced they would be recalling a range of products due to a labelling error. The products were produced in a factory handling nuts, potential allergens, but this was not made clear on the packaging. As a precaution, all items were recalled.

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SUED FOR FALSE HEALTH

CLAIMS

Gerber was Sued by U.S. Over Health

Claims in Baby Formula Ads.

They advertised that its Good Start Gentle

formula would reduce the risk of a baby

developing allergies despite having no proof for the claim.

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Most packaging waste ends up in nature!

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Packaging and Food Safety

1919

2020

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Food Contact Materials

To be considered when packaging:

- Food Ingredients (fat, proteines ...)

- Physical status (solid, liquid..)

- Water Presence and risks?

- Other characteristics (respiration, UV sensitibility, oxygene...)

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Food Contact Legislation

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Types Contamination of FCM

•Physical

•Chemical

•Biological

•Allergen

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Beer

Olive oil

Juice

Milk

Water

Beverages

Sensible a

Oxygene

&

Light

Alteration Loss of OrganalepticValue &

Freshness

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RECALL DUE TO A STRANGE SMELL & TASTE!

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Smart Packaging

1) Self Cooling Beer.

2) Self Heating Cans or Soup:

3) Colour Change indicator

4) Easy to Open and to close

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Slef Boiling Packaging

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Packaging as Marketing Tool

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Packaging as a

Marketing Tool

Catching Consumer Attention

Communication

Differentiation Product Identity

Brand Recognition

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The primary function of food packaging is to protect your product

The primary function of food packaging design

is to attract

Your package is Your BRAND AMBASSADOR it should sell itself

The average consumer spends just

2.6 seconds making a decision

whether to pick up a product or not.

Packaging affect by 75% the decision ofthe Consumer

PACKAGING HAS TO SELL

YOUR PRODUCT NOT JUST

PROTECT IT

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PACKAGING APPEALS TO THE RIGHT SIDE OF THE BRAIN

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PACKAGING JUSTIFIESHIGHER PRICE!

400g= 2.5 USD 100g= 4.8 USD

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WHY is PACKAGING important for Marketing?

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Packaging Makes the Difference

• “Design is the difference. In a world loaded with stuff that looks like all theother stuff and performs like all the other stuff, it is the way to stand out.”

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Packaging Makes the Difference

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Brand Identity & Recognition

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• Local

• Export Market

• Arab Countries

• Europe

• USA

• Latin America

• Nostalgia markets

• Novelty markets

• Specialty markets

WHAT IS YOUR MARKET DESTINATION ?

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Target Market?

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TechnologyArtisan (Hand

Made)

Unique (Exoticflavors)

High quality (Parmiggiano

reggiano)

Very rare (caviar)

Ethnic (Pomegranate

molases)

What do you want to communicate?

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PACKAGING JAM EXAMPLE

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Message delivered: 100% Natural

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WHICH MARKET SEGMENT ?

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Appeal to Children Segment

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Appeal to Men Appeal to Women

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BeforeAfter

Life Style Changes :

Packaging Makeover

Packaging has to be Trendy

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Typography

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Coca Cola Packaging Limited Editions

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Breast Cancer Campaign

Sustainable Packaging Labels from Kraft Paper

Thank you for your Attention

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