Store Brands - May 2018 - 51

PACKAGING
PACKAGING

& DEPENDABLE

Flexible packaging offers many advantages,
from easy customization and superb printability
to shelf-life extension and sustainability
By Carolyn Schierhorn

Whether a beautifully printed and designed
stand-up pouch for premium private brand
chocolates or a transparent bag showing off a
colorful blend of dried fruit and nuts, flexible
packaging has many advantages in merchandising store brand items.
"Flexible packaging adds value to food and
non-food products alike," states the Annapolis,
Md.-based Flexible Packaging Association (FPA)
on its website.
One key benefit is consumer convenience. Flexible packaging is lightweight, making products less
burdensome to carry than canned goods or liquids
in glass containers, and the packaging is easier to
open and reseal than cans, boxes or other rigid
packaging. Special features can be added such as
zippers (including child-resistant zippers), Velcro
closures, handles, spouts, vents and oven cook-in
capability, points out Rebecca Casey, senior director of marketing for TC Transcontinental Packaging in Lenexa, Kan.

Flexible packaging also takes up less space for the
consumer, adds Salvatore Pellingra, vice president of
global application and innovation development for
Cincinnati-based ProAmpac.
Most important, flexible packaging is customizable and can help retailers differentiate their private
brands from the competition. "Brand owners and retailers can have any shape or size to fit their product
or needs," Casey says, noting that high-definition
flexographic printing and special coatings can help
private brands stand out on the shelf.
Retrogravure printing, which costs more, is also
an option for premium lines and product runs that
are large enough to minimize the added cost per
bag, adds Aaron Funke, creative director at the Chicago office of Equator Design, a United Kingdombased packaging design and branding agency. "You
can get detailed gradations in color as well as special
finishes on those bags," he notes.
Determining the format, features and graphics
for product packaging demands complex decisionwww.storebrands.com /May 2018 / Store Brands

51


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Table of Contents for the Digital Edition of Store Brands - May 2018

Contents
Store Brands - May 2018 - Cover1
Store Brands - May 2018 - Cover2
Store Brands - May 2018 - 3
Store Brands - May 2018 - Contents
Store Brands - May 2018 - 5
Store Brands - May 2018 - 6
Store Brands - May 2018 - 7
Store Brands - May 2018 - 8
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Store Brands - May 2018 - Cover3
Store Brands - May 2018 - Cover4
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201902
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https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201809
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https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_bestpractice
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