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Article | April 30, 2001
Heinz speeds oval container to market (sidebar)
Heinz ‘Pounces’ on resealable pouch
Savory Bites was not the first launch by Heinz that benefited from the firm’s new speed-to-market strategy. That honor belongs to Pounce Purr-fections 2-oz gourmet cat snacks packed in a striking resealable stand-up pouch. Both offerings went from concept to commercialization in five months.
The 4.5-mil film lamination is supplied by Printpack (Atlanta GA). The converter reverse-flexo-prints in eight colors an outer 48-ga polyester layer. The balance of the lamination includes 10# low-density polyethylene/48-ga metallized polyester/10# LDPE/1.9-mil sealant layer.
“The structure provides a strong barrier that prevents moisture loss and oxidation. That protects the integrity of the product for the intended 18-month shelf life” notes Jeff Watters general manager of new ventures for Heinz Pet Snacks. He says the moisture vapor transmission rate is .05 g/100 sq”/24 hr. For oxygen the transmission rate is .05 cc/100 sq”/24 hr. Resealability is provided with a zipper from Minigrip/Zip-Pak (Manteno IL).
While the package graphics are stunning Packaging World asked why Heinz opted for a package type that’s fairly common on store shelves rather than going with the unusual oval-shaped container it selected for Savory Bites dog snacks.
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“We don’t want to put all of our products into the same type of package” answers Michael Mullen Heinz’s communications manager. “We’re trying to make all of our products stand out as individual items on the shelf.”
Like Savory Bites Purr-fections combines a soft creamy inside and a crunchy outside. It was introduced in January to limited markets and is expected to be available nationwide by the end of April. The three flavors sell for $1.49 and sell they have. In its press release introducing the product Heinz Pet Snacks says that during the four-week period ending February 24 the feline treats held a 4.8% share of the cat snack market according to AC Nielsen data.
Mullen says that the Heinz speed-to-market strategy will yield more new product and packaging offerings. “We’re going to introduce two additional new products this summer and they’ll also have a very different packaging look.”
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