Exclusive: replacement of the packaging must Sound turn frozen category

Recently, two lines of frozen products of Sadia-breaded and ready meals – began to adopt flexible packaging instead of traditional paper cartridges that today dominate the category in retail freezers. What, for the unaware, may just be more an exchange of packaging materials among so many recorded routinely, the editors of this magazine indicate be the sign of a more significant change, and possibly without back, able to change the pattern of a whole category.
Which leads the EmbalagemMarca believe this rupture are the benefits received by the manufacturer, added to the positive consumer perception – an unbeatable combination.
"We left an initial scenario used between 90 and 200 g per kilogram of product packaging prepared for a situation in which that consumption dropped to 73 g range the 118 g per kilogram of product packed, resulting in a reduction of up to 45%," says Geraldo Cofcewicz, Manager of research and development of packaging of the BRF, owner of the Sadia brand. "The primary packaging went from 48 to 5 g, and we have received positive returns on the satisfaction of our partners, such as the ease offered to promoters in the spare and the distribution of products in the gondola, the placement of more products in the same space previously available and the quality of communication and printing", details.
According to the Executive, the first consumer reactions are favorable, and are being monitored closely by BRF. Beyond the perception that it is an innovative product, the company claims to have registered many positive feedbacks on the new packaging, mentioning that she makes the product stay safer and to facilitate storage at home. Cofcewicz account that, during the project, some research with consumers have revealed, for example, problems with excess packaging in Queluz, which sticks the placing in the freezer. There was also the complaint that, when removing the cartridge to store only your content, reducing the space occupied, customers lost information about the expiration date and staging suggestions. "We can adjust these points with the move to flexible packagings", celebrates the BRF specialist.
The films are used basically structures of polyethylene, polypropylene and polyester, in compositions that vary according to the needs of each item packed. On transition of cartridges for the flexible packaging, the BRF also changed the markup technology information such as expiration dates and lot number. "We started to use the laser, which makes data indelible and still dispenses the use of paints and solvents in our production lines," says Cofcewicz.
The project, which materialized in the two categories mentioned above, started in 2015, and involved the participation of suppliers of machinery, equipment and packaging materials. "There have been conversations with everyone involved in the supply chain and with our various internal teams, as factory, engineering, P&D, innovation, marketing and sales, because it was a significant change, with many variables, and which affected, in a single motion, many lines by category", explains the Manager of the BRF.
The magnitude of the moves, in terms of changes in the packaging of frozen lines and good returns registered since the launch of the products on the market that, soon, other items of trade marks belonging to the BRF can migrate to the flexible films. The company won''t confirm. Just says "means and seeks to treat all market challenges as opportunities to find new possibilities for customers and consumers."