: "Two hundred years on, the fundamentals of canning have changed little. But, as the metal packaging industry marks the bicentenary with its Year of the Can celebrations, the sector is fighting its own battles. Aseptic cartons and plastic containers are making small but significant inroads into markets that were once the exclusive preserve of the can. Sainsbury’s, for instance, has switched several of its chopped tomato lines to cartons, while some cooked meats have switched to recloseable plastic containers (see box)."
Yet the can industry is proving that heritage is no inhibitor of development. Uniquely profiled shapes, two-piece can formats for the food sector, ring-pulls, CFC-free aerosols, widgets, easy-to-open peel/seam closures and polymer coatings – providing greater scope for on-pack imaging as well as excellent anti-counterfeiting properties – are just some of the applications now taken for granted. Well on the way towards increased adoption are the resealable steel can (already commercialised in aluminium), and the microwave-ready tray capable of delivering a better quality convenience meal.
Resource efficient
Keeping pace with new technology has been the optimisation of steel’s long-established environmental credentials. Contemporary steel packaging uses less resources than ever before, and is infinitely recyclable without any detriment to its natural protective and preservative properties. With 70% of all steel packaging recovered for subsequent use, it sets the benchmark for energy conservation and reduced carbon footprint. Every tonne of recycled steel saves a tonne of virgin material.
All of these positive attributes are rigorously promoted by any number of trade bodies, not least Apeal, whose membership produces 95% of all steel packaging across Europe, and the European Metal Packaging Association (Empac), which has recently announced a €10,000 design competition to mark the format’s 200th anniversary.
"We would like to focus on cost-effectiveness and efficiency throughout the supply chain," says Empac chief executive Gordon Shade. "Students may, for example, invent a special closing mechanism or a fresh style for the can. It could even be a new use for the can with food, paint or aerosols. The emphasis will be on celebrating our two centuries of existence and improving on what we have achieved."
One fundamental challenge, however, might be difficult to overcome. The reality of the standard food can is that its shape is largely pre-determined, says industry consultant Bev Page. "It’s far quicker and costs less to produce a cylindrical can rather than opting for a differentiated shape. Not only does the circular can with a straight wall represent the optimum fitness for purpose but, as metal packaging is bought by surface area and equates to more than 50% of overall cost, a critical constraint is that the walling of a square can is greater than the circumference of the circle by as much as 15%."
It could be, however, that uniformity of shape isn’t a deterrent to sales after all. According to TNS, the value of steel packaging’s turnover in the UK canned food market was up by a recession-defying 9% during the first quarter of this year.
"The key sector of ready-meals including baked beans, soups and so on has been doing very well; likewise canned
vegetables, being led in part by the focus on pulses, are becoming more and more of a staple for healthier eating,"
says Steve Thomas, marketing manager at Crown Food Europe and chairman of the Canned Food UK industry association.
"The metal can, both aluminium and steel, is the stand-out solution in this impending age of austerity," says Thomas. "People are realising what good value for money a can of food is. They’re eating out less, cooking more and they’re looking for ingredients that will give them nutritional meals."
Even in the pet-food category, which has been targeted by the stand-up pouch, steel is showing a small growth with Crown reporting a good response to its new 85gsm single-serve can.
More rather than ‘either or’ is a view endorsed by Impress’s R&D director Philippe Giminez: "Cartons such as Tetra Pak’s Recart, adopted by Sainsbury’s for its own-label tomatoes, don’t seem to us to represent a big move towards plastic. We see metal packaging as a stable market with some definite growth sectors."
New openings
Ease of opening is an area in which steel packaging manufacturers have made significant advances in recent years. Having taken the initial lead with its ring-pull in the 1990s, Crown now supplies Easylift easy-open ends in four diameters including 65mm, 73mm, 83mm and 99mm – already available on NestlĂ©’s Purina cat food – and PeelSeam peelable ends: a peelable lid double seamed on metal containers and consisting of a thin flexible aluminium foil lid heat-sealed to a rigid steel ring. The PeelSeam lid family has just been extended to a 150mm diameter, particularly suitable for low-height cans and bowls.
Impress is focusing on similar solutions including what is claimed to be the world’s first commercial Easy Open End made from 0.18mm-thickness tinplate, a 10% material saving. While its Easy Peel double-seaming technology is constrained by the need to balance interior and exterior pressures below 0.2bar, the Easip solution is compatible with continuous retort.
According to Ball Packaging innovations director Robert Jansen, the reclosable top recently commercialised for Coke’s energy drink Burn could be equally well applied to steel constructions. The company is also challenging current can weights as part of its continuous efforts to reduce materials use and to minimise environmental impact. "Right now, a 330ml aluminium can weighs about 10gsm. The steel equivalent is almost double, and we’ve set ourselves to further close that gap. I don’t know if we can reach it, but we actually focus on 15gsm."
There is widespread agreement among packaging manufacturers that steel packaging’s future prospects are in the hands of brand owners and retailers. "Consumers by and large don’t recognise any significant difference between steel and aluminium; for them a can is a can," says Jansen. "They might feel the difference in weight, for example, at the time of consumption, but they’ll assume that it’s just thicker material. And for brand owners and retailers, too, both metals offer the same benefits."
Thomas argues that a key driver in terms of the choice between aluminium and steel is what brand owners are doing already. "If their filling lines are set up for aluminium, that’s what they’ll stick with. If they don’t have magnetic bands then they can’t run steel." Another driver, in years to come, may be cost. "Maybe in 10 years’ time, when it’s highly likely that energy costs will be the most critical factor, it could be that aluminium looks like a very expensive option," he says. In any case, Thomas adds, Ball plans to continue to offer both materials.
Whatever happens in the coming years, the metals industry is taking the fight to its younger rivals. With innovation on the multiple fronts of weight, openability and shapes, you wouldn’t bet against the can still being here in another 200 years.
MOVING FROM METAL
Signs of defection from metal to plastics are self-evident. Rexam has just supplied high-barrier heat-sealed containers incorporating a reclosable lid and designed to extend shelf-life over two years for the Danish Tulip brand’s market-leading pork luncheon meat (pictured below), entailing an investment in completely new filling lines.
The reason for the switch was added convenience, says Tulip supply chain director Jorgen Skaarup. "We’ve learned that our consumers find it difficult to open and empty regular metal cans, therefore it has been a specific target for us to develop new packaging that would create real differentiation in the marketplace."
Another high-profile switch has been Heinz’s extension into ‘snap-pots’, which has refreshed its baked beans line and accounts for 9% of total sales. It is, however, seen as supplementing sales rather than a replacement to metal.