Beverage World - May 2008 - (Page 66) [ PACKAGING ] and chalk for less impact on the environment. In the US, pouches remain mostly relegated to being a kids’ package. In fact, marketers have been so successful equating the pouch with kids’ drinks that it has developed a kind of stigma, preventing it from being used for some other types of beverages, according to Stuart Leslie, president of the New York Citybased design firm 4sight Inc. He says the Pocket Shot was an exception probably due to its one-time use. “Any other beverage, you’re holding it, it’s got to coexist with you for some time, whereas the shots are just a one-time deal, like a dose,” he says. The automobile-centric culture in the US could be another reason the pouches haven’t been as successful. For example, Leslie says consumers have a negative perception of pouches as inconvenient to take with them in the car. “They try to put them in cup-holders and they flop over. We find it is just an uphill battle to try to convince consumers that pouches are meaningful,” he says. But Ted Mininni, president of the Marlton, N.J., USAbased brand design consultancy Design Force, Inc., says the drive towards sustainability puts flexible packaging in a good position, even in the US market. “Consumers will increasingly base buying decisions on criteria like this and packaging will become an ever more important marketing strategy in the future,” he says. One bag-in-box innovation he cites, from the New York City-based International Dispensing Corp., enables beverages to be stored without refrigeration or preservatives, for weeks or even months. The technology makes use of an innovation dubbed, ‘The Answer,’ an aseptic dispensing tap, used in conjunction with large multiserve ‘SafePaks.’ Used together the system prevents outside organisms, oxygen, moisture, odors or other external agents from entering the bag-in-box package, ensuring that any liquids in the containers stay as fresh as they were when they were first packaged. BW 66_BEVERAGE WORLD_MAY 2008 BEVERAGEWORLD.COM BEVSOLUTIONS » THE ELEGANT DESIGN of a milk carton (below) from the UK’s Daylesford Organic includes a grippable handle; From Ampac Flexibles are pouches for Black Iguana Frozen Rita that can be worn like a necklace (right). http://www.nepacartons.com http://www.nepacartons.com http://BEVERAGEWORLD.COM
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