As featured in the May 2010 issue of PKN Packaging News, TricorBraun discusses the evolution of dispensing closures and technology in Australia, and their ongoing commitment to be at the forefront of closure innovations. The functionality of dispensing closures has evolved from basic sealing and protection to improved dispensing and the creation of a total product experience for consumers. In Australia, TricorBraun is one of the pioneers in this packaging sector.
Change in the design and function of dispensing closures has been driven by the evolving needs of both consumers and brand owners. As time-poor consumers have become more product savvy, they have demanded products that offered ease of use, improved accessibility, and greater value for money. Brand owners have realised the importance of adapting their product range to match consumer expectations and to respond to increased competition as a result of globalisation, the growing pressure of private label in the Australian retail environment, and price sensitivity.
Sydney-based specialist in dispensers and closures TricorBraun tells PKN it has been at the forefront of innovation in closures and dispensing technology in Australia. Over the past few decades, the company has introduced a broad range of dispensing and closure solutions, including twist, hinge, flip-top, double wall, sports beverage and disc-top closures. It also represents a number of international principals (Rexam, MWV Calmar, GCS - including Zeller and CCS - and Weatherchem), giving its customers access to cutting-edge dispensing and closure technology.
One of the first closure breakthroughs Cormack introduced to the local market was the patented Zeller Butterfly hinged closure, which was launched in the 1980s and is still a top seller today.
"This closure offered a dispensing cap with a flip-lid that was retained for the life of the pack. The flip-lid featured a definitive fold-back position when opened, making it ideal for dispensing a variety of products," says Howard Glinn, Cormack sales and marketing manager.
The launch of Cormack's 28 Long Skirt Sports Cap in 1999 revolutionised the beverage industry by extending the market into new consumer categories, according to Glinn.
"The pull-push closure was a first in Australia and its introduction advanced the successful integration of sports drinks into the athletic and casual fitness markets. The cap allowed hands-free operation and directional flow - optimal for quenching thirst quickly and easily," he says.
Since then, refinement of the beverage sports closure to provide improved pack performance has been ongoing. Cormack's in-house design team continues to work with leading beverage manufacturers and trend experts to interpret consumer's changing needs and design cutting-edge solutions to match these.
The Australian food industry has also benefited from dispensing closure innovation with the launch of TricorBraun's 38mm Twist Cap.
"MARS Food was the first customer to see the advantages of the Twist Cap when it combined the closure with its Squeezy Bottle concept, transforming long held traditional views on the way consumers dispensed tomato sauce," Glinn says. "The traditional glass bottle format with a standard flat cap was replaced as consumers and brand owners adopted the innovation with haste."
Further developments in the functionality of dispensing closures has lead to the transformation of various products and food categories, as innovation has allowed more convenient dispensing solutions for a diverse range of product viscosities.
"The incorporation of a valve into a flat topped hinged closure for the honey market allowed the container to be held upside down for better storage and improved product usage." Glinn says. "while improvements to hinged dispensing closures has allowed for more convenient, clean dispensing of a range of chunkier condiments and sauces."
The need for continued improvement and innovation in the functionality of dispensing closures is a key initiative of Cormack's new Product Development Team. The team consists of engineers and designers whose role involves taking a project from concept to commercialisation, from a customers brief through to the final execution of the project.
"The process of new product development is to understand the end users ritual of use, see what the brand owner currently has and develop a better closure for them," says Glinn
The product development team works collaboratively with account managers and designers to translate consumer insights and customer brand strategy into innovative and technically advanced closure and dispensing product solutions.
PKN Packaging News, May 2010 page 16
For more information on the range of dispensing closures featured or for more generalised product enquiries please contact us at www.cormack.com.au