Dive Brief:
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Tri-Seal, which is part of the Tekni-Plex packaging material manufacturing company, has developed a patent for its Sniff Seal liner, according to Bakery and Snacks. The technology allows scent to permeate through an induction seal closure liner without compromising the products inside.
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Sniff Seal can be used to package dairy, confectionery, bakery and beverage products, allowing shoppers to experience what a product smells like before buying it.
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David Andrulonis, Tri-Seal's senior vice-president and general manager, told Bakery and Snacks the technology not only provides a different experience for consumers, but can also cut costs for retailers. "Unfortunately, there are times when consumers peel back seals or remove fitments to experience the scent before buying," he said. "When a package is returned to the shelf in a compromised condition, it is no longer saleable. So the retail industry experiences a significant amount of loss annually."
Dive Insight:
This technology could provide a host of benefits to product manufacturers, retailers and consumers.
Food companies that make products featuring easily recognizable odors — coffee, peanut butter, chocolate and fruit jams, for example — could use the Sniff Seal technology to enhance a shopper's olfactory experience. They could make it clear on product packaging and through their advertising and marketing that the freshness these items offer can now be detected right through the packaging.
It's also a unique way to differentiate themselves from competitors and make their products stand out. Shoppers who might have previously looked at a product and decided not to buy it might now be more inclined to once they smell it. Manufacturers could place signage around their in-store product displays calling out this value-add, and that focus on customer experience could even warrant a higher sticker price.
At the same time, if a food or beverage item doesn't smell like a customer expects it to, the use of Sniff Seal could be counterproductive. Companies should be selective when considering which of their products could best benefit from this kind of packaging.
Sniff Seal could complement other efforts to make food and beverages more transparent — including the use of see-through packaging — that allow shoppers to not just view what's inside but also be convinced the product is fresher and more appealing.
According to a 2016 Mintel report, 40% of consumers said they prefer products that allow them to see what was inside the package. This trend has increased the number of cut-out windows on packaging. Adding technology like Sniff Seal to the mix could significantly enhance the chances of a product being purchased — as long as the odor is pleasant and as good — or better — than people expect.