French market first: Volvic launches flavored waters in SIG combismile as plastic concerns mount
21 May 2021 --- Danone’s natural mineral water brand Volvic is packaging its new fruit-flavored water ranges for adults and children in SIG’s on-the-go combismile 250 mL and 330 mL cartons. Launching this July, the move marks a first in the French market.
“Combismile is a market innovation in on-the-go packaging and Volvic is the first brand in the water segment opting for it,” José Matthijsse, president and general manager Europe at SIG, tells PackagingInsights.
The curved shape and easy-grip corners provide convenient, on-the-go use. The packs also include a single-action and re-closable combiGo closure for easy opening, closing and secure bag storage.
According to a 2021 Innova Market Insights survey, 47 percent of French consumers’ purchasing decisions are influenced by convenient packaging, followed by price (38%) and food safety (37%).
The curved shape and easy-grip corners provide convenient, on-the-go use.Combismile has already been successfully launched in various regions of the world. Following a nearly resolved legal patent issue, the commercial roll-out of combismile will also be extended to Germany, Great Britain, Italy and Japan.
Disrupting the water pack status quo
Plastic bottles are the traditional water packaging in many markets worldwide, Mattijsse points out, noting consumer habits “do not change overnight.”
“But growing awareness of plastic litter is driving consumers to demand alternatives and producers are committing to reduce the use of virgin plastics.” Paper-based alternatives also continue to gain momentum due to the EU Waste Legislation.
SIG sources the paperboard from Scandinavia, where most of the transport distance is done by ship and rail.
“Only the last miles are done by truck,” Matthijsse explains. “Life cycle analysis shows the transportation of the material contributes extremely little to global warming.”
Besides their “premium feel and experience,” the cartons are expected to attract read-to-drink consumers by addressing certain environmental concerns.
The recyclable combismile pack averages 70 to 80 percent FSC-certified paperboard content, with a cap made from HDPE and PP-based flange and cutter.
Notably, the 2021 Innova survey revealed 51 percent of French respondents view recyclability as packaging’s most important sustainability credential.
Going the extra mile
With an output of 24,000 carton packs per hour, SIG’s CFA 1824 filling machine provides the optimum combination of flexibility and speed, with the option to fill five different volume sizes: 200, 250, 300, 330 and 350 mL.
Combismile has also been used to pack dairy drinks from Inner Mongolia Yili Industrial Group Co and Mengniu.
In further strides to align with environmental sustainability goals, SIG plans to launch tethered caps for its beverage cartons in Europe in Q2, in advance of the July 2024 deadline set by EU regulations.
Last month, the company’s Paper U-straw made its commercial debut with Capsa Food’s “Central Lechera Asturiana” whole milk, a leading Spanish dairy brand.
Meanwhile, Danone-owned Volvic committed to switching to 100 percent recycled PET (rPET) bottles by the end of the year. The mineral water brand also aims to become carbon neutral this year and Danone expects its water brand portfolio to achieve B Corp certification worldwide by 2022.
By Anni Schleicher
