What happens when a snack idea from Switzerland is combined with leading packaging technology from Germany? A successful project between Swiss meat processor Micarna SA and German packaging specialist SEALPAC provides the answer.
A megatrend called ‘snacking’
No matter which event in the food sector one visits, snacking appears to be the continuous megatrend that is driving the industry forward. Numerous studies clearly indicate that more and more single households, especially in the cities, are raising the demand for smaller portion packs. This goes along with the consumer’s growing health consciousness – people increasingly pay attention to their eating pattern, resulting in a preference for products with less calories. Traditional eating habits are also changing. Instead of consuming three meals at set times, working professionals are increasingly forced by their everyday fast-paced and hectic schedule to take small meals wherever they are – at work, on the move (for example in their car) and in between. At the same time, convenience is demanded. Snacks have to be practical and readily available – preferably in a package that is easy to open without the use of additional tools.
Leading food producers already address these consumer demands, among which Micarna SA. As part of M-Industrie, which has 18 companies in Switzerland and 5 abroad, Micarna SA belongs to the Swiss Migros group. M-Industrie is regarded as one of the biggest employers in the country and the world’s largest producer of private label products. With about 4,500 different products, the company offers a unique variety of seasonal delicacies. Producing an annual volume of 132,993 tons, Micarna SA is the number one in the Swiss market for meat, poultry and seafood. As one of the leading meat processors in the country, the company has an obligation to inspire its customers repeatedly with new products that address the demands of modern consumers.
Innovative snack idea in striking packaging format
Based on own market study, Micarna SA, together with the Migros Co-operative, developed a new product idea that addresses the modern snacking trends: extremely thin, hearty meat chips in five different flavours, which are particularly suitable as in-between snack. The high-quality, low-fat and protein-rich meat products made from beef, poultry or pork are processed according to traditional recipes, lightly salted, naturally seasoned, and air dried or smoked. Depending on the type, the fat content is only between 1.5% and 3.5%. Furthermore, these products can be kept almost indefinitely without refrigeration. This innovative snack required a modern packaging concept that meets the consumers‘ wishes in terms of portion size and convenience level. As Pierre-André Imhof, Head of the Delicatessen department at Micarna SA and member of the Executive Board, explains: „When it came to appearance, we wanted this new product to be a true highlight at retail, a feast for the eyes.“ For the implementation of this product, Micarna SA turned to Sealpac Switzerland, local branch for the sales and service of high-technology traysealers and thermoformers from SEALPAC. In a joint cooperation that took around two years, both companies slowly but surely worked out the appropriate solution.
Exploring the boundaries
The two partners are highly satisfied with the result of the project. In 2013, the innovative meat snack was launched in a black APET tray consisting of two separate compartments, each containing the ideal snack quantity of around 62 grams. Both compartments are individually sealed under modified atmosphere, and can easily be separated by means of a perforation. Furthermore, each compartment has an additional section that can be used for a fork or toothpick. The tray is sealed with an attractive, partly printed top film, which can easily be peeled away due to SEALPAC’s EasyPeelPoint system. The corner of the top film is pressed into a round cavity and releases from the sealing edge. With the resulting easy-to-grip peel tab, the top film is removed from the pack with minimum force. Micarna SA’s meat chips are now supplied in their striking format to Migros supermarkets, where they are presented vertically at eye level for optimal attention.
Although perfect from a marketing standpoint, this packaging solution for the delicious meat snacks still had to be brought in line with the requirements of the production process. As Dirk Voss, Head of Production at Micarna SA, explains: „An attractive look is not enough, the pack also has to be suitable for denesting, conveying, sealing and labelling. Here it is important to find a healthy compromise“. This provided all participants with some major challenges, as the extraordinary, conical tray design, which gives the pack its distinctive look, placed high demands on the production process. Voss explains: „It started with the materials. We claim to be sustainable by using as little consumables as possible. However, if the tray is too thin, the pack will contract in the sealing process. This is where we did a large amount of testing together with Swiss tray supplier Bachmann Forming AG to determine the limits, and to design a stable tray with as little materials as possible.” Despite the reduced thickness of the tray, its u-shaped edge provides additional stability. The resulting tray is relatively light, hence providing a challenge for SEALPAC in denesting and machineability.
Fully synchronized
The production line now consists of a servo-driven SEALPAC AS-LS1200 linear denester, a Bilwinco multihead weigher, which accurately portions around 62 grams in the two-compartment tray, and a servo-driven SEALPAC A8 traysealer that reliably seals each compartment. The line also consists of a SEALPAC lidding unit, which is used for a different pack format. The sealing requires highest precision, as the oddly shaped tray provides a relatively narrow surface to seal. To enhance the pack’s appearance, SEALPAC’s InsideCut system is applied, where the top film is cut and sealed to perfection within the edges of the tray. As such, no material will lay outside the tray edge, giving each compartment an outstanding presentation. For easy opening, after thoroughly testing various options, SEALPAC’s EasyPeelPoint system was selected.
Walking Beam along the line
A particular challenge in designing the production line was the transport and accurate filling of the light tray with its special shape, whilst achieving the required output. This was solved by using SEALPAC’s Walking Beam transport system. With this system, the trays are picked up by a revolving bar instead of moving on a conveyor belt. In this way, it is possible to achieve a constant high speed and still place each tray accurately on the required filling position. Despite the low weight of tray, the Walking Beam also provides a tilt-free transport. At the end of the line, the trays are transferred from the Walking Beam onto a regular belt conveyor, after which they are labelled and checked for metal before reaching the secondary packaging department. „From a technical point of view, the synchronization of the line provided a particular challenge. Luckily we could rely on SEALPAC’s highly qualified technicians, who were quickly present whenever their assistance was required“, says Swen Rüegsegger, Project Manager at Micarna SA.
Increased sales
The partnership and careful project engineering between Micarna SA and SEALPAC paid off. In Switzerland, the sales of meat snacks at the Migros supermarkets developed extremely positive. „With the introduction of the new range in meat chips, we were able to considerably grow our turnover in the past fiscal year“, Pierre-André Imhof proudly elaborates. At the moment, the Swiss pack is also conquering other European countries – foremost Germany and France, but more countries will follow. Since December 2014, the meat snacks have been available in Belgium, but in a different pack format. „Unlike Switzerland, Belgium hardly knows any vertical presentation at retail. Instead, these types of snacks are often available in cups, which is why we offer our snack range in Belgium in a transparent cup with lid. In Switzerland, vertical presentation is the standard, so for now we will keep the two packaging formats“, says Pierre-André Imhof. Due to the high flexibility of the SEALPAC A8 traysealer, which allows shortest changeover times owing to its unique tooling quick exchange system, both solutions can easily be produced on the same line.
Award confirms successful project
Looking back, both project partners draw a positive conclusion. Imhof: „It was a very exciting project, where SEALPAC was involved from the start to support our packaging competence. On various occasions in the process, also resulting from the many tests that we did, new challenges arose that had to be addressed. I am very glad that we took the time necessary to conclude this project. We are extremely satisfied with the result, and are convinced that we jointly worked out the best possible solution.“ There already has been a confirmation from an independent source: At Anuga Food 2013 in Cologne (Germany) the ‘Chicken Waves Paprika’ were awarded in the category of Top Food Innovation.
