The
outer fabric
Surendran
Menon discusses aseptic packaging, asserting that safety, long shelf
life, convenience and economic viability must be the essentials for
any packaging option
As
consumer preferences in the country are shifting towards healthy, natural
food products, the demand for non-carbonated soft drinks is accelerating.
In the face of increasing competition, companies are redesigning the
packages that they offer their products in. At the same time, safety,
long shelf life, convenience and economic viability are important considerations
while choosing packaging options. Surendran Menon, Convenor, Aseptic
Food Processing and Packaging Association of India and former Marketing
Director, Tetra Pak, India, in conversation with TFPJ, elaborates on
aseptic packaging, the trends in packaging, the innovations, the various
technologies available and the constraints faced by this sector.
What are the international trends in the packaging
of fruit juices? Can any of these trends be replicated in India?
Internationally, a variety of packaging formats
are being used for packaging fruit juices. One of the most popular is
aseptic cartons. This is also the most popular format in the organised
juice market in India accounting for over 60 per cent of the market.
The recent entry of Mother Dairy into this segment points to the growing
popularity of this packaging format. More than anything else the entire
aseptic processing and packaging system ensures the availability of
nutritious products in safe and hygienic formats, which are also convenient
to use. A look at any market in Asia will show how aseptic packaging
is growing in popularity.
The increase in demand for fruit juices in the
recent years, and the growth in their production is inevitably leading
to an increase in demand for packaging options in India. What are the
technological innovations that have been introduced in the sector to
cater to this increasing demand?
The increased demand has led to an increase in the number of
sizes, shapes and even printing technology innovations, besides the
obvious one of ensuring improved product taste and quality. Manufacturers
are getting more aggressive by offering new products to consumers. Companies
like Dabur, with their juice drink, Coolers, have entered the segment.
Pepsi has recently launched a variety of products in the half litre
category along with new fruit mixes. Other players like Godrej have
redone their designs to make their packages more attractive. The category
is growing at a healthy rate and has attracted new entrants like Ladakh
Foods who have introduced a new variety of its seabuckthorn nectar juice
under the brand name Leh Berry.
The recent entrant into the category is Mother Dairy, which has launched
three new flavours in its fruit drinks category.
Could you elaborate on the spin-cap and cold fill technology –
packaging options and related technologies that Tetra Pak has recently
introduced for packaging fruit juices. Which companies are using these
technologies and what are their benefits? What other technologies have
been introduced recently for packaging fruit juices?
The spin cap is a pack opening option that was
introduced a couple of years ago. Used the world over, it is currently
being used only by Dabur in India. Tropicana and Mother Dairy both use
the recap option. Both these options ensure elimination of product spillage
at the time of pouring. The product can also be safely reused after
opening, provided, of course, it is kept in a refrigerator once the
pack is opened. Cold fill technology's biggest benefit is that it ensures
microbiological safety and a bacteria free product while keeping the
nutritional values intact through the use of a gentle heat treatment
process which retains the original state of the product and ensures
that the consumer gets value-for-money.
Could you also elaborate on the slim line packaging
for fruit juices and its benefits over baseline packaging?
The difference between the two is mainly in the aesthetics.
There is no difference in the technology used in both these options.
For both the manufacturer and the retailer, slim line packaging is easier
to handle in the distribution chain. It also gives the manufacturer
more surface area for graphics ...
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