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For decades, steel cans have played an important role in the packaging of baby food. The well known Nestlé «infant formula» baby food brand is a very sensitive product due to its high dairy content and the use of hermetically sealed cans offer the advantage of a perfect packaging solution for this product. Due to world wide sales of «infant formula », the packaging requires the strength and robustness of steel to meet the needs of inadequate transport infrastructures in a number of developing countries.
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The latest metal printing technologies
Infant formula is a high value-added product where brand loyalty is a critical issue and can be strongly influenced by appealing can designs obtained using the latest metal printing technologies. Nestlé is today a market leader in this segment where baby food sales worldwide represent an important growth market and where steel packaging has traditionally played an important role. Nestlé Germany, who several years ago had changed to a composite carton packaging concept for their baby food brands, «Aletemil 1» and «Aletemil 2», recently announced a return to steel packaging, promoting the attributes of steel through a publicity campaign directed towards the major retailers in Germany, with a clear message concerning design and space saving with the steel can.
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An
appealing can design
Mr Robert Aderbauer, (Marketing Manager Nestlé
Germany GmbH) stressed during an interview in Munich:
«the main reason for the change from the original
composite carton pack to the steel can was to obtain
brand differentiation on the supermarket shelf using
an appealing can design».
«Apart from the improved brand image in comparison
with the composite carton pack, used also for a competitive
product, the can offers the advantage of improved reclosability,
conserving the quality of the product.»
Reclosability, according to recent market surveys,
is increasingly considered as a major advantage by the
consumer.
Mr Aderbauer outlined the space-saving advantages of
the can, saying, « even though cans are cylindrical,
for the same amount of product packed, steel cans were
more space efficient than the former rectangular composite
carton packaging ».
It would seem that the consumer acceptance of the new
packaging concept has been very favourable and Nestlé/Alete
are currently gaining market share in this segment of
the market.
Evidence that steel packaging continues to satisfy the
needs of today’s complex consumer market.
Evert van de Weg
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