Essentra Packaging has launched its Re:Close Tape, which can deliver promotional messages as well as function as a resealable tape.
The firm said reclosable packaging options continue to grow in popularity with consumers.
Mike Love, category manager, Essentra Packaging, told FoodProductionDaily.com the tape runs down the edge of the pack with a ‘generous’ width. This is so brands can add promotional information to a product, without the cost of creating new packaging.
“It’s the ease of implementation: tapes can be produced very quickly and easily and are cost effective,” he said. “They can be applied onto existing packaging and there’s no need to adjust packaging layouts and format.”
The 30mm wide tape can include details of promotions, including QR codes so that customers can find out more from a smartphone. Colour designs can be printed on the tape to make promotions stand out.
There is space on the tape to add instructions on how to use it, added Simon Wildash, head of marketing, Essentra Packaging. “But the hope is that if a brand goes with this, people see it and are aware of its use, in the same way you peel back a label to get into baby wipe,” he said.
“Once people see it and realize the functionality, it becomes a well-known part of the pack.
“The ability to be ‘two-in-one’ makes the tape stands out from the competition. It’s more than resealability, it’s also the ability to carry a brand identity.”
Minimize food waste
The Re:Close Tape has a dry ‘finger lift’ area along the length of the tape to make it simple to lift the tape from the pack.
Brands can chose whether they want the tape to be part of the standard overall design, or carry special promotional messages over the top of the existing packaging.
Resealable tapes allow consumers to keep the product sealed in its original pack, meaning the branding remains prominent in the home to encourage repeat purchase, Essentra Packaging claims. It can minimize food waste caused by spillage, or from air deteriorating the quality of the product.
The tape is available on pan-wound or traverse-wound reels, and can be applied to existing lines.