CATCH THE BUZZ – Inverted Pouch Packaging Draws Brand Owners Like Blossoms Draw Bees.

Inverted pouch launch brings no-mess convenience to the honey category. By Rick Lingle in Pouches

A category-first application of the inverted pouch aims to have retail and ecommerce consumers abuzz about the no-mess convenience of Chico Honey’s new packaging.

For example, consider the inverted pouch. Starting in 2015 with Daisy brand sour cream, the topsy-turvy revision of the universally popular stand-up pouch continues to gain traction with brands across a widening swath of packaged foods from barbecue sauce to yogurt.

The reason that the format has proven such a winner is that pouch inversion enhances convenience, reduces waste and can prolong the shelf life of sensitive products as the pack headspace is reduced in use. And it provides on-shelf distinction.

The latest category to embrace the functional benefits of this consumer-friendly format is honey, starting with the U.S. introduction of a 20-ounce inverted pouch from Chico Honey Co., Orland, CA, this summer.

This breakthrough in the category also marks the brand’s entry into flexible packaging.

“We wanted to bring a product design to market that was mess-free and user friendly,” explains Mike Watson, the company’s sales and brand manager. “Honey can be a sticky sweet treat, so having it mess-free makes life easier. We considered having the product packed in smaller sachet pouches until we fell in love with the idea of the StandCap pouch.”

StandCap premade inverted pouches are from supplier Glenroy. Ken Brunnbauer, Glenroy marketing manager, informs Packaging Digest that “this pouch was engineered with a reverse-printed, clear high-oxygen-barrier lamination. That allows for a viewing window to the product while providing the necessary protection to extend shelf life and maintain product integrity. Additional components in the lamination boost puncture-resistance and aid in squeeze performance.”

The pouch features the Sierra Closure from the AptarGroup that was developed specifically for this market. The twist-on/off hinged polypropylene dispensing closure provides the pouch with an easy-to-open flip-top closure that doubles as a wide base for inverted stability. It’s threaded to a tamper-evident, polyethylene pull-ring fitment sealed to the pouch that boasts Aptar’s SimpliSqueeze proprietary valve technology for optimal, clean-cut-off dispensing.

According to Watson, the key benefits of the inverted pouch are…

  • There’s no need for utensils;
  • Almost 100% of the honey can be enjoyed by the consumer without wasting product;
  • The honey stays fresher longer.

The company also likes its universal appeal.

“The beauty of the StandCap Pouch design is that it allows us to market to every consumer age group and demographic,” he says. “It’s an easy-to-use application for children, parents and grandparents. Our honey container’s added convenience allows for quick grab-and-go access for a person on the move.”

The design of the 20-oz pouch mimics the company’s 30-oz and 25-oz glass jars that are printed with a floral pattern, Watson notes. The pouch graphics were created in-house by Chico Honey’s design and marketing team to showcase the floral design of the honeybees foraging source and call out the OHB “Olivarez Honey Bees Inc.” within the logo of Chico Honey Co.

Chico Honey chose a black cap that corresponds to the brand-specific color that matches the clover or wildflower illustration printed on the pouches.

As with numerous brands’ launches over the years, plans quickly solidified at a Pack Expo like chilled honey.

“After an earlier discussion with Glenroy, we were invited to the Pack Expo Chicago in October 2018,” recalls Watson. “Our relationship between the companies blossomed from there, and Glenroy has been an amazing company to work with.”

The time from initial idea to having packaged product in-hand took eight months, according to Watson.

The pouched honey retails for $14.99 in two “pure and raw” varieties, California wildflower blend honey and clover honey. For comparison, the company’s previous glass-packed stock-keeping units (SKU) sizes with retail pricing are: 12-oz ($9.99), 16-oz ($14.99), 25-oz whisky style jar ($22.99) and 30-oz jar ($17.99).