The concept of packaging flowable solid foods – like sugar, basmati rice, muesli and oats - in Elopak cartons with screwcaps did not originate in SA. But it is being brought to a fine art in this country.
The concept is a relatively rare example of a packaging medium which is being extended from traditional applications in liquids into solids.
Johan de Smidt, MD Elopak SA, says he first saw the concept in Spain five years ago, where Elopak cartons were (and still are used, [Status]) to package sugar.
De Smidt decided to pursue and develop the concept in SA.
Since then, Spar has applied it – with great success with every successive application - to package all of the above food commodities; and it is likely to apply it to more in future.
Judith Gale, Brand Manager of Spar, says of its muesli-in-carton range: “We were looking for a cereal pack that stood out from the norm in the market – something in the premium range. The Elopak 2-litre Maxi Curve carton provided the opportunity to launch two new variants and change the existing two variants from the bags to cartons. The Pure-Pak® Maxi Curve carton with a single tamper-evident big cap is re-sealable, there is no need to decant, and no additional storage container required to retain freshness. The large flat panels offer excellent space for branding purposes, which makes the pack easily distinguishable on the shelf. Its practical shape ensures easy handling and merchandising”.
Gale says Spar basically selected the Maxi Pure-Pak carton because of its improved functionality and its premium image and printing surface which provides opportunities for branding and on-pack recipes. Added to this is the benefit of the larger cap, which allows easy pouring.
SA food manufacturers and brand owners which have suitable products have not so far copied Spar’s success in these categories with alacrity - but that may soon change, says De Smidt.
“The next applications are likely to be in birdseed and small-pellet pet food products,” he says. “But any flowable solid product is suitable for this kind of packaging - washing powder could be packaged in it, for instance.”
“Basically, Elopak Pure Pak cartons offer ease of everyday use. So Spar Basmati Rice ( as well as Sugar; Muesli and Oats , [Status]) is just a pour away with a mess-free easy spout. Once the lid is replaced, the carton is sealed so the product stays fresh and dry, with no clumping.
“Products packed in the cartons are also practical because the cartons are durable and stand upright on the shelf, keeping the products neatly contained.
”The packages are chic and stylish on-shelf and have made Spar a market leader in these categories.
“The retailer also benefits from more dependable packaging, with fewer broken packs. Fewer leakages mean a reduction of in-store labour.
“The consumer benefits from a more rigid pack that is easier to handle. The re-closable screw-cap means the products can be resealed and hygienically stored after use.”
De Smidt says the Maxi Pure-Pak has proved to be so convenient that cases have come to light in which cartons – still in good condition following use – are refilled (with the same or other products, [Status]) by consumers from other, cheaper forms of packaging like bags, for ease of re-dispensing.
De Smidt says although Spar has emphasized the premium nature of its carton-packaged products, the cartons’ cost does not necessitate much higher pricing than other more traditional packaging types.
De Smidt says the concept has not been applied much overseas so far, probably because Elopak’s clients there are usually big-volume producers. By contrast, the concept’s extension into more products in SA has been facilitated because Elopak here has the capacity to print relatively small runs.
Nampak Elopak: Tel 011-249-5200 or 083-630-3888; johan.desmidt@za.nampak.com
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