Sealed Air’s “total” packaging system delivers freshness and convenience to burgeoning e-grocery

25 Mar 2021 --- Accelerating demand for online groceries fueled by ongoing COVID-19 social restrictions brings heightened shopper expectations and increases the importance of consumer trust.

PackagingInsights explores the challenges and opportunities for packaging in the expanding food delivery space with Andrea Questa, e-grocery solutions manager EMEA at Sealed Air.

Questa looks at the critical role of taking a total system approach to primary and secondary food packaging in developing a successful e-commerce strategy.

Innova Market Insights recently announced “Home Delivery Haven” as its top packaging trend for 2021. According to the market researcher, 35 percent of global consumers have increased their home food delivery use since the COVID-19 outbreak, while 15 percent do not expect to return to regular grocery habits post-pandemic.

No compromises on food quality
Questa pinpoints consumer concern around product freshness and quality as a long-standing barrier to online food purchasing. 

A YouGov UK study in 2017 showed more than half (57 percent) of non-online shoppers did not trust the quality and freshness of the products they could buy online.

Last year, the IGD highlighted how European grocery e-commerce retailers should prioritize food freshness to convince shoppers to buy food online.

Andrea Questa, e-grocery solutions manager EMEA at Sealed Air.The pandemic has increased the appeal of buying groceries digitally,” notes Questa. “The desire to shop from the comfort of their own homes means shoppers are more willing to test their concerns about freshness and quality.”

“However, although consumers crave convenience, this does not mean they are prepared to make compromises in other areas such as food quality and freshness.”

“In fact, it’s quite the opposite, and as demand for online shopping grows, so do customer expectations.”

A total system approach
A total system approach to food packaging can help e-food businesses satisfy growing market demands, according to Questa.

“The right combination of high performance primary and secondary packaging will protect food quality and integrity, and maintain the correct temperature inside the package, whether that’s hot or cold.”

Together, Questa believes this aligned packaging system ensures shoppers receive food in a safe, appealing and edible condition while also reducing environmental impact.

“This helps strengthen consumer trust and brand loyalty and the likelihood of shoppers recommending products and e-commerce food retailers to other consumers,” he adds.

Primary and secondary packaging in unison
Although primary and secondary packaging must work together to achieve food quality and safety during storage, handling and transit, they must also deliver in other crucial areas.

“They should maximize sustainability and reduce waste, improve the unpackaging experience for consumers, communicate information and brand stories, and optimize available transportation space so more food is shipped per square meter,” continues Questa.

“Achieving success in each of these areas can be even more complex when selling fresh and frozen foods such as meat and fish, and hot meals. The secondary part of the packaging system will then need to also deliver insulation protection.”

“While this helps maintain temperatures to safeguard food against spoilage, it can impede other packaging system performance characteristics. For example, large and bulky insulation materials or boxes can quickly reduce cube optimization, meaning it becomes more expensive and carbon-intensive for processors and retailers to transport food.”Sealed Air has put consumer trust at the center of its “Fresh No Crush” total packaging system.

Meanwhile, some packaging insulation materials are non-recyclable or difficult-to-recycle at a time of increasing consumer concern for recyclability. According to Innova Market Insights, half of US consumers (49 percent) regard packaging’s recyclability as its most important sustainability credential, followed by reusability (44 percent) and recycled material use (35 percent).

Sealed Air’s total packaging system
To help food processors and e-groceries address the complexities of creating a holistic e-commerce food packaging solution, Sealed Air has put consumer trust at the center of its “Fresh No Crush” total packaging system.

“At every stage of the packaging strategy, we address the issues that really matter,” explains Questa. “For example, can shoppers trust the primary packaging to seal in the freshness of meat and protect it against contamination? Can retailers trust the primary packaging to extend shelf life and prevent meat juices leaking?”

“These demands are balanced against the requirements of the secondary packaging. How do you trust the void fill will work alongside the primary packaging to avoid crushing and damaging the food?”

“Will the void fill and insulation protection work in unison to achieve optimal temperature control to maintain food quality and safety? Can consumers trust the whole packaging system to work to reduce waste and maximize sustainability?”

To answer these questions, Sealed Air has developed a comprehensive system utilizing solutions such as its Cryovac brand Darfresh rollstock packaging. This primary thermoforming vacuum skin packaging provides an effective oxygen barrier, seals in freshness and prevents leaks.

Furthermore, Darfresh rollstock uses around 25 percent less plastic than market standard skin packages, while the bottom webs are made using a minimum of 30 percent post-consumer recycled PET.

BDF Film delivers anti-fog performance to improve food appearance.Sealed Air’s Cryovac brand BDF Film is also used by food e-commerce businesses, with or without a tray. Ultra-thin, this overwrap barrier film with modified atmosphere reduces plastic while still delivering excellent resistance to rips and punctures.

As well as protecting fresh foods such as cheese, pasta and ready meals, BDF Film also delivers anti-fog performance to improve the product appearance and the consumer brand experience. 

Food waste prevention
BDF Film’s primary packaging performance is supported by Sealed’s Air Brand TempGuard Temperature Assurance Solution. This secondary packaging is designed for shipping pre-packaged temperature-sensitive goods, delivering thermal insulation and a layer of protective padding.

The insulation can maintain temperatures of fresh, chilled and frozen foods for between 24-48 hours during delivery, ensuring foods arrive in prime condition and food waste is minimized.

The TempGuard Temperature Assurance Solution is constructed from heavy-duty kraft paper, allowing branding and messages to be easily printed and making it widely compatible with curbside recycling.

The solution is also less bulky than alternatives such as Expanded Polystyrene (EPS) boxes, meaning cube optimization is maximized and supply chain sustainability further enhanced.

“Increased competition tends to provide consumers with greater choice and purchasing power. In these market conditions, shoppers won’t settle for anything less than perfect and will see no reason to compromise on any of their varying requirements, whether that’s food quality, safety, convenience, sustainability or brand experience,” concludes Questa.

“A total packaging solution where primary and secondary packaging work in unison to satisfy customer expectations will build consumer trust, loyalty and repeat sales.”

By Joshua Poole