Pouch Packaging Energizes Retail Purchases for Consumers - Campbell Skillet Retort Pouch
stand up retort pouch

Stand-up pouches have a lot going for them. In addition to the basics, like product protection and shipping economies (vs. bottles and cans), they can be designed with features that make product use and storage more convenient. And flexible materials work well with design-forward graphic treatments.

So it's little wonder that products like Campbell's Skillet Sauces, Lundberg rice and Bob & Stacy's ultra-premium vodka are launching in, or switching to, this multitasking packaging format.

Getting saucy in Camden

Campbell Soup Co., Camden, N.J., chose a custom-designed pouch for Campbell's Skillet Sauces, which launched in August 2012. Like Campbell's Go Soup, which launched at the same time, Skillet Sauces are packaged in a retortable stand-up pouch with a transparent bottom gusset.

The pouched soups and sauces "were created for a specific consumer — the Millennial generation, more or less — and the package reflects that," says Mary Gregg, director of packaging at Campbell North America. She adds that the company chose the package both because it would perform well for the products, and because pouches are "something Millennials are very familiar with. It's a package they really love."

Campbell's Skillet Sauces were created to help consumers cook restaurant-quality meals at home: The consumer simply browns a pound of meat in a skillet and adds the sauce. The resulting dish, served over rice or pasta, makes a fast, easy meal. Because the 9-oz. pouches are designed for one use, they are not resealable.

Graphics on the sauce pouches use a combination of matte and high-gloss printing. The result is visual and tactile contrast between the matte chalkboard-like background and the glossy photo of the finished dish. The pouches are printed via rotogravure.

"The reason we chose rotogravure is we wanted this to be a very high-quality offering, and we wanted to focus on the end dish," Gregg says. The idea was to "let people know exactly what dish they would be preparing for the meal," which is why only the vignette of the dish is given the high-gloss treatment.

Campbell's Skillet Sauces come in six flavors: Marsala with Mushrooms & Garlic, Fire Roasted Tomatoes with Red Bell Peppers & Chiles, Scampi with White Wine & Garlic, Creamy Chipotle with Roasted Corn & Black Beans, Toasted Sesame with Garlic & Ginger and, rounding out the selection, Thai Green Curry with Lemongrass & Basil.

The front and back panels of the pouch are made from a multilayer, foil-based, flexible material with excellent barrier properties and high stiffness that makes for strong presence on-shelf. As Gregg points out, for both practical purposes and aesthetics, "You can't beat foil."

To give consumers a view of the product, the pouch's bottom gusset is made from a clear, multilayer film. "We know that people like to see the product, and we wanted [them] to see the garnish level" and high-quality ingredients in the sauces, Gregg says. The gusset's carefully rounded shape allows the pouch to stand easily on-shelf and when the consumer is using the product.

Going forward, Campbell plans to introduce a new product line to complement the skillet sauces. The company recently announced that Campbell's Slow Cooker Sauces will launch later this year in several flavors, including Sweet Korean BBQ. The Slow Cooker Sauces, like the skillet offerings, will be packaged in pouches.



[Editors' notes: Are you thinking of re-design / re-branding your products with retort pouch? Check out our high-end retort pouches 
here, or contact us by email or fill in our inquiry form here.]

Related Posts:

Case Study: How RETORT POUCH helps Campbell in boosting SALES

- Market Insight: Don't overlook the POWER of packaging 
Market Story: What makes Sprout move from glass jar to spout pouch?
Packaging Insight: Spout Pouch For Baby Food Market
Market Story: Baby Food Industry 'Stimulating The Senses' With Pouches


References:
http://www.foodprocessing.com/

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