食品包装 英文PPT.ppt

PackagingDefinitions,Packagingisameans,notanendinitself,1,“Packagingisthescience,artandtechnologyofenclosingorprotectingproductsfordistribution,storage,sale,anduse”“Packagingcanbedescribedasacoordinatedsystemofpreparinggoodsfortransport,warehousing,logistics,sale,andenduse”“Packagingcontains,protects,preserves,transports,informs,communicates,sellsandenablesusage”,Functionsandrolesofpackaging,Packagingisameans,notanendinitself,2,Historicalrole,Past,Present,Future,contains,protects(physically),transports,preserves,sells(shelfappeal),communicates,informs,enablesusage(convenience),promotes,reuse,acts(intelligent),interacts,isenvironmentallysound,PackagingMatrix,Complexcombinationofcriteriaina3dimensionalmatrix,3,PackagingAttributes,DemandsonPackaging,ConsumerSafety,Regulatory/Legalrequirements,Productinformation,Shelfappeal,Branding/Promotion,Cost/Economy,Ecology/Environment,Machinability/Lineefficiency,Traderequirements,Convenience,Productprotection,Distribution/logistic,Material,Structuraldesign,Printing18+,Structure:Shapes&Sizes,Importanceofsizeandshapeintheproductconcept,42,oldtub,25+years,newtub,DifferentiationfrommainlyrectangulartubsincreamcheesemarketinEuropebyshapeanddecorationtechnology(InMouldLabelvs.directprint),ShapefitscreamyproductcharacteristicsandovalPhiladelphialogo,Marketingrequirements,Packagingfunctionality(betterEZOofmembraneandbetterlidfitforafteropeningfreshness),Consumerrequirements,Commercialrestrictions&challengesRestrictionsduetomoduledimensionsandlogisticalcostimpactincaseofoversizedtubLineartopandbottomofovalcompromisedduetoPOSstackingrequirementsFlatlidshapevs.preferreddomedlidcompromisedduetolidstabilityandpalletheightlimitsShapeanddecorationtechnologychange(printtoIML)causeschallengesintubproductionatsuppliersOvalshaperequiresdirecthandlingoftubsfromfillingmachineintotransportpackagingtoavoidcomplicatedconveyingandre-orientationoftubsDesiredlidfitnotachievedfully100%afterlaunchoptimization,1-Significanthighershelfappealfirst5secondsimpactatPOS2-Convenienceimprovedsecond5secondsimpactatinitialusageathome3-Betterproductprotectionoverproductusage,43,PackagingMatrix,Complexcombinationofcriteriaina3dimensionalmatrix,44,Material,PackagingAttributes,Structuraldesign,Printing&Decoration,Graphicdesign,Paper:cardboard,corrugatedRigid:Glass,rigidplastics,metalFlexibles:plasticfilm,aluminiumfoil,Offset,flexo,gravure,Embossing,varnish,goldstamping,MainlyDesignagency,Inthepacktechnicalspecification,Shape,size,coldsealpattern,creases(technicaldrawing),MainprintingProcesses,Processischosendependingonthecomplexityofthegraphic,theprice,thesubstrate(paper,corrugated,flexible).,45,OffsetVerygoodprintingqualityLowtoolingcost,FlexographyCheapestprocessForsimplerdesigns,RotogravureFastestprocessExpensivecylinders,Doctorblade,Platecylinder,Aniloxroller,Impressioncylinder,Substrate,Engravedcylinder,Impressioncylinder,Substrate,Doctorblade,Printingprocess,TypicallypackagingareprintedinQuadri:CYMK.However,specificcoloursandvarnisheswillalsobeapplieddependingonthebrandandgraphicdesign.,46,Ourbrandshavespecificcolours:,cyan,magenta,yellow,black,Pantonecolours,CdObistre(lightbrown),CdOred,CdObrown,Chamoix,Printingmachineforflexible:fromreel,8Stationprintingmachine,47,FinishesandDecorationtechniques,Varioustechniquesareusedtoemphasissomegraphicdesignelements,48,Embossing,HotfoilStamping,Matt&Glossyvarnishes,Embossing&Debossing,PackagingMatrix,Complexcombinationofcriteriaina3dimensionalmatrix,49,PackagingAttributes,DemandsonPackaging,ConsumerSafety,Regulatory/Legalrequirements,Productinformation,Shelfappeal,Branding/Promotion,Cost/Economy,Ecology/Environment,Machinability/Lineefficiency,Traderequirements,Convenience,Productprotection,Distribution/logistic,Material,Structuraldesign,Printing&Decoration,Graphicdesign,PackagingMatrix,Complexcombinationofcriteriaina3dimensionalmatrix,50,DemandsonPackaging,ConsumerSafety,Regulatory/Legalrequirements,Productinformation,Shelfappeal,Branding/Promotion,Cost/Economy,Ecology/Environment,Machinability/Lineefficiency,Traderequirements,Productprotection,Distribution/logistic,Relevantpackagingattributes,51,Consumerunit,Convenience,Rightfunctionality,Costefficient,Safe,Legal,DisplayProductinformation,Adequateproductprotection,Fitproductpositioning,DSA,Logistic,EZO,Reclose,PIF,Freshness,Target,Premiumness,SourceReduction,Environmentallysound,Format,Size,Shape,Productsegments,Socialsharing,pers.snacking,grazing,gifting,Nondeceptivepack,Fitproductpricing,Quality,Eco-balance,DerGrnePunkt,Onthego,Athome,Kids,teens,Relevantbranddifferentiation,Consumptionlocation,family,adults,Addedvalue,Impactonshelves,50+,5stseconds,Sustainability,Manufacturable,Lineefficiency,Iso-modular,Competitiveadvantage,Distribution,IP,Patent,Exclusivity,DemandsonPackaging,PackagingisacriticalelementacrosstheentireValueChain:fromProductProductiontoProductUsagetoDisposal,52,ManyandvarieddemandsonPackaging,Productprotectionwashistoricallythemainfunctionofpackaging,53,Packaging=ProductProtection,Variousexternalfactorshaveanimpactontheproduct,54,Thepackagingshallprovideacertainlevelofprotectiondependingontheproductsensitivity,usageanddesiredminimumshelflife.Thepackagingmust:physicallysupportproductandavoidbreakageorleakageduringtransitprovidePackagingIntegrity(PI)providebarrierstooutsideodours(gasstations,magazinesolventsinICC)resistinfestationandmicrobialcontaminationguaranteesensorialattributestilltheendofproductshelflife,Packaging=ProductProtection,Example:NaturalCheese,55,H2OFatProtein,UV/VisLight,Physical&MechanicalDamage,Micro-organisms,O221%,0-100%,OdorsandFlavors,IncidentalAdditives,StorageConditions?.Temperature?.ShelfLife?,1%,0-100%,CO20.03%,N278%,PackageIntegrity,Packaging=ProductProtection,InsectInfestation,56,SealedAluminiumwasprogressivelyintroduced95-98,InfestationComplaintsTrendCPBern1995-2000,IMM(IndianMealMoth)isthemostcommoninsectthatinvadeschocolate,nutsandcereals.IMMisattractedbyreleasedaroma.Thefemalelaystheeggsclosedtofood.Larvaewilltheneitherchewtheirwayintothewrapperorcrawlinthroughholes.Toreachbestprotection:plasticbasedhermeticwrapperisrecommendedaromabarrierisneeded,ManyandvarieddemandsonPackaging,Newconsumptionwaysdriveincreasingdemandforconvenientpacks,57,Convenience,Easytoopen,easytouse,easytodisposeare“Musthaves”,58,Consumerisconstantlylookingformoreconvenience.Maindriversare:PopulationisagingConsumersareeatingmoreoftenoutsidetheirhome-onthegoDesireforpre-preparedmeals-speedWishforportioncontrol-individualorreclosablepacks,microwavepizza,packagingenablesproductusageandconsumption,Individualportions,graphicdesignforallopeningfeatures,Onthego,Reclosablepackaging,Convenience,VAFPsuccessstoryisnotjustaboutconvenience,59,Keyimpactsconsidered:ConsumerPreferenceEZO,RecloseInfestationReductionAromaProtectionEnvironmentalEfficiencyOperationsLogistics,TradeDisplay/OnShelfAppearanceCost,Paper/AluminiumEnvelopevs.ValueAddedFlowPack,Samepackageformorethan100years,ManyandvarieddemandsonPackaging,PackagingplaysavitalroleinthetotalBrandIdentity,60,Branding/Promotion,PackagingplaysavitalroleinthetotalBrandIdentity,61,Logo,Icon,Colours,VisualSignature,Typography,Shape,Pattern,Nomenclature,Sound,Aroma,Taste,Tagline,BrandEquity,RelevantBrandDifferentiation,Packaging,Product,Brandequity,PackagingcarriesmostoftheBrandValues,itmakestheconsumersbelieve,62,ManyandvarieddemandsonPackaging,Environmentalconcernsgainincreasingattention,63,Ecology/Environment,SourceReductionvs.Eco-conception,64,Eco-conception,Minimisetheimpactofpackagingontheenvironmentduringthewholelifecycle.Itconsistsonreducing:gasemission,othersubstancesemissionwaterandothernaturalresourcesconsumptionItisdoneonavoluntarybasis,Minimisepackagingwastebyreducingthetotalquantityofpackagingused(inweightorvolume)forthesameproductsize.Itanswerstheessentialrequirementsofthe“Packaging&PackagingWasteEUdirective94/62/EC”:Packagingmustbereducedtothepointwherethereis“aspecificperformancecriterionwhichpreventsfurtherreductionofweightand/orvolumeofthepackagingwithoutendangeringfunctionalperformance,safetyanduser/consumeracceptability”.,before,after,19%materialreduction,SourceReduction,Reducepackwaste,Legalrequirement,Ecology/Environment,Producersareresponsible,65,Accordingtothe“Packaging&PackagingWasteEUdirective94/62/EC”:allpackagingmustberecoverablebyoneofthefollowing(ormustbeusable):MaterialrecyclingEnergyrecoveryReuseComposting/biodegradation,Recoveryorganisationswerefoundedtoassumeindustryspackagingwastecollectandrecoveryobligation.Theyarefinancedbyconcernedindustries.,DSDDualSystemDeutschland,EcoEmballageFrance,FostplusBelgium,ARAAltstoffRecyclingAustria,PROEUROPEUmbrellaorganisationofmanynational“producerresponsibility”systems.Regroups27nationalsystems:23EUstates+Turkey,Croatia,Norway&CanadaCommonsymbol:DergrnerPunktUsesmainlythegreendotaslabelandidentificationoffeespaidtoanationalcollection&recoverysystemHarmonisesystemsOrganiseexchangesofexperienceandknow-howbetween27systemsEstablishacommonstrategyCarryoneducationalprojectstoincreaseawarenessRunlifecycleanalysis,workontechnologies,marketing,packagingwastepreventionandsystemdevelopment,createin1995,TheEUdirective94/62/ECobligesindustriestotakebackandrecoverorrecyclethepackagingithasplacedonthemarket.,Ecology/Environment,HowarethelicensefeescalculatedinGermany?,66,In2009,Kraftpaid:5,5MiotoDSD(Germany)1,1MiotoARA(Austria)theEUtotalisgreaterthan10Mio,Ecology/Environment,Variouslogosonpackaging,67,Greendot:indicatesthatthecompanyfinanciallysupportspackagingcollectionandrecovery.,Mbiusloop:packaging(orproduct)isrecyclable,Manwithbin:onlytoremindtheconsumertodisposeofthepackinabin.,EuropeanEco-label:indicatesthattheproduct/serviceis“environmentalfriendly”duringitswholelifecyclenotapplicableforfood,drinkandpharmaceuticalproducts.,Mbiusloopwith%:denotesthatpackaging(orproduct)ismadeupoftheindicatedpercentageofrecycledmaterial.,Compostablelogos:denotesthatpackagingis100%compostable.,Germanlogo,Belgianlogo,BothalsousedinotherEUcountries,Ecology/Environment,SomefiguresaboutWaste,68,InFrancein2009:390kilosofdomesticwaste/person86kilosarepackaging(25%)50%issortedforrecycling,Sources:-ADEME(AgencedelEnvironnementetdelaMatrisedelEnergie)-Eco-emballage,ManyandvarieddemandsonPackaging,Theterm“sustainability“isnotusedforenvironmentalclaimsonly,69,sustainability,Theterm“sustainability“isnotusedforenvironmentalclaimsonly,70,DefinitionofSustainability:mostcommonlyapplieddefinition(BrundtlandCommission1987)“Developmentthatmeetstheneedsofthepresentwithoutcompromisingtheabilityofthefuturegenerationstomeettheirownneeds.Thisinvolvesaddressingeconomic,socialandenvironmentalfactorsandtheirinterdependenceinanorganisationsdecision-makingandactivities”.,The3linkedcomponentsofsustainability:Planet:environmentalprotectionPeople:SocialequityandcohesionProfit:economicprosperity,Thereisnosuchthingasafundamentallygoodorbadpackagingmaterial:allmaterialshavepropertiesthatmaypresentadvantagesordisadvantagesdependingonthecontextwithinwhichtheyareused.,sustainability,Aholisticviewonthefoodsupplychaindemonstratesthatpackagingprotectsfarmoreresourcesthanituses.,71,Source:incpen,PiraBiopackagingConference,2009,sustainability,PackagingsroleinSustainability:a“Solution”,72,Minimumimpact,mostsustainablesolution,OverPacking,UnderPacking,Highpackmatweight/volume,Lowpackmatweight/volume,Negativeimpactonenvironmentandresources(peopleand$),BignegativeimpactduetoProductLoss,NegativeimpactduetoOverPacking,Packagingmakesavaluablecontributiontoeconomic,environmentalandsocialsustainabilitythrough:-Protectingproducts,-Preventingwaste,-Enablingefficientbusinessconduct,-Providingconsumerswiththebenefitsoftheproductsitcontains.,Optimalpack,sustainability,FoodWasteEurope,73,KeyFactsWeight:Foodproduced622milliontonesFoodwaste245milliontonesHouseholdfoodwaste71milliontonesCost:WepaybutdonteatEUR90billionAvoidablefoodwasteEUR500/household(assuming50%couldhavebeeneaten)Environmentalimpact:CO2emission=1in5carsontheroadsWherearewewasting?Supermarkets-6.5MilliontonesperyearRestaurants-13MilliontonesperyearHouseholds-71MilliontonesperyearSource:Awarenethandbook2007,sustainability,WhatcanPackagingdo?,74,Adequatesize/portionpacks(1)Reclosablepacks(2)Packseasytoempty(3)Activepackaging(4)Modifiedatmosphereandvacuumpacks(5)Adequatebarrierprotection(6)Informationaboutstorage,preparation,wasteprevention(7),(2),(4),(5),(6),(7),sustainability,SustainabilityatMondelzInternational,75,AllnewpackagingisassessedwiththeEco-calculatorThePackagingtoolprovidesaquantifiableperspectiveon:-Packageweight-Recycleability-RecycledContentEnergyrequiredtoproducepackageTerraCycle:Up-cycling-RecyclingatthenextlevelTerraCyclepaysforpackagingwaste(soda/waterbottles,yogurtcups,packagingfilm,billboardmaterial.)andturnsthosematerialsintofun,durablegoods.,ManyandvarieddemandsonPackaging,BrandValueisvitaltostaycompetitive,76,Cost/Economy,Overview,77,VAFPisanexamplewhichcombineskeyfunctionalityimprovementswithareductionincostandcomplexity,Inthiscasewehavetowatchoutnottodecreasethequality,Consumerpreferredimprovementsinpackageperformance,quality,functionality,sustainability,1,2,Productivity:costreduction,increasingValuemeans:,Examples:-Halo(newPhiladelphiatub)-Invisibleseal(pralineboxes)-Peelnseal,Examples:-Supplierchange-Specharmonization-Specificationdowngrading,ArealstepchangeintheValuedoesgeneratesignificantincreasesales!,ManyandvarieddemandsonPackaging,Productnotseen,productnotbought:The1stfivesecondsarecritical,78,Shelfappeal,Winninginthe1st5seconds,79,KencoStudy,Thefirstexperienceourshoppershavewithourproductsisthepackage,Winninginthe1st5SecondsatShelf,Re-design,Only65%ofshoppersconsidertheKencopackageOnly33%seetheKencopackageinthefirst2sec.Worse,only20%takeasecondlook.Why?Packageshapeandgraphicsdonotprovideclearpoint-of-differenceVisualiconsdonotsupportbrandimage(tastepositioning)Packagedoesnotconveyfunctionalbenefits,100%ofshoppersconsiderthePlanterspackage90%seethepackageinthefirst2seconds!PackagecolorsblueandyellowLabelsimplicityangledbrandnameMr.Peanuticonvibrant,cheerful,approachable,100%,87%,31%,PLANTERS,STORBRAND,EMERALD,PlantersStudy,Shelfappeal,Whereismydeliciousstuff?andWhatsthevalueofinvisibleclaims?EyeTrackingtechnologycanhelptounderstandthevaluesinactionandletyouwinthefirst5secondsofconsumerchoice.,80,88%,28%,81%,35%,20%,AverageViewingTime(InSeconds):3,1”,2/3ofshoppersoverlookthe“calcium”claim,Eye-tracking,Shelfappeal,NewMilkaTabletdisplaysofferpowerfulproductpresentationandexcellentfunctionality,81,before,after,Shelfappeal,“Xpose”Pushingdevicesuitsretailshelvesandfreestandingdisplays,82,ManyandvarieddemandsonPackaging,83,TradeRequirements,SRP(ShelfReadyPack)isnottheonlyrequirementfromthetradepartners,84,InadditiontoSRP,Tradepartnersalsowishforconvenience.Keyparametersare:FitonShelf/DisplaysEasyOpeningEasyHandlingEasyDisposalofSecondarypackagingWeightlimit(12-15kg),ManyandvarieddemandsonPackaging,Efficiencyiskeythroughthewholevaluechain,85,Logistic:ISO-ModularUnit(1),Accordingtothenumberofproductpertransportationunit,theoutsidedimensionsoftheconsumerunitshallleadtoaniso-moduletransportationunit.,86,Definition:ISOmodularitydefinesanumberofbasesizesfortransportationunits,whichallowanoptimumofcompatibilityandsurfaceutilizationwithintransportchain,warehousingandshelfpresentation.TheinternationalstandardISO3394definesthemeasuresonthebasisofmoduleof400 x600mm(QuarterEuropallet)Palletplandimensions:Europallet=800 x1200mmUKpallet=1000 x1200mm(calledIndustrypallet),Logistic:ISO-ModularUnit(2),ModularDimensions:subdivisionof400 x600mm,87,ConsumerunitANDPRODUCTdimensionsshouldbeadaptedtoreflectmodularity,ManyandvarieddemandsonPackaging,IPstrategybringsMondelzInternationalcompetitiveadvantage,88,ManyandvarieddemandsonPackaging,PackingandPackagingconversion,89,Machinability/lineefficiency,90,packagehandling&transport,consumerjoy,packageconversion,HFFSHorizontalFormFill&Seal-highspeedflow-wrapping-multi-laneflow-wrapping-tightflow-wrapping(filmfromtop)-fragileproduct(filmfrombottom)-pre-madepouchfilling-in-linethermo-forming,VFFSVerticalFormFill&Seal-bulk/liquidfilling-standingpouch(doybag,4-cornerseal)-stick-pack,MAPModifiedAtmospherePackaging-shelflifeenhancement,ColdSeal-peel&re-close(VAFP)-forheatsensitiveproduct(chocolate)-forhighspeedwrapping,EZO-peel-ableseal-laserscribing-notch-teartape,EZO&Reclose-VAFP-peel&seal-zipper,HeatSeal-permanentorpeel-able-longdwellsealing-forlow/midspeedwrapping,Packagingequipment,handlingandtransportationsystemsexistinanendlessnumberofpermutationsandcombinations.,Twist/Crimpforpralinepacking-mono/doubletwist-with&w/ocold-seal,DieFoldingclassicchocolatetablet/pralinewrapping-single/doublestage,Cartoning-toploading-sideloading-wrap-around-bulkhandling-assorting,Palletizing-levelpalletizer-robotpalletizer,Filling-hotfill-retort-aseptic,SpecialtySealing-ultrasonicsealing-inductionsealing-impulsesealing,Packingprocesses,Machinability/lineefficiency,91,andifthereisnottheidealchoiceinthemarketcreateyourown!,Packingprocesses,ManyandvarieddemandsonPackaging,Legislation,technicalandmarketingrequirementsaredrivinganincreasingnumberofinformationtobeplaceonthepackaging,92,ProductInformation,Example:CtedOrBtonTruff,93,Productinfo:-ingredientline-allergens-storage-usageinfo.,Productweight,BBD(BestBeforeDate)&Recallcode,Big8/big4,EZOpictogram,MaterialNr.,Eye-mark,Greendot,Companyinfo-name&address,-consumerservice-phoneNr.,Frontpanel:-brandname-sub-brand/flavor-productgraphic-GDA,GDA,Companylogo&Brandwebsite,Barcode,ManyandvarieddemandsonPackaging,94,Regulatory/legalrequirements,FoodSafety,95,EuropeanFrameworkRegulationNo1935/2004givesthebasicrequirementsforfoodcontactmaterials,Shallnotendangerhumanhealth(e.g.chemicalcontamination)Shallnotchangecompositionsoffoodinanunacceptableway(e.g.colorbleeding)Shallnotchangeorganolepticproperties(e.g.tainting),Definitionoffoodcontactmaterial