In targeting its mushrooms to the U.S. market, two challenges the company faced were maintaining product freshness through a longer distribution cycle and leveraging packaging to communicate that freshness message to consumers.
The company made what seems like an unusual move. It opted for flat and stand-up retort pouches, which cost a little more per unit than the metal cans it discarded. But besides preserving product quality, the pouches stand out as a distinctive packaging form in the mushroom category and provide a visual “billboard” that reinforces the product’s healthful benefits.
A layer of polypropylene in the multilayer pouch structure provides sealability. A layer of polyester provides thermal resistance and the right surface for the razor-sharp photography and illustrations. The pouch also includes an aluminum foil barrier and a layer of nylon, which resists breaking and puncturing. This combination of layers “guarantees the best possible hygiene and security conditions and guarantees that our products reach the market in optimal condition,” explains Yolanda Parra, marketing manager.
The pouches and the adhesive labels on the front panels are printed in seven colors in gravure.
Pouches hold anywhere from 1.1 oz to 17.6 oz of mushrooms. A laser notch at the top eases package opening.
