17 Mar 2021 UK: Baby formula in innovative new format
Here’s some savvy innovation from Danone – the launch of the “first ever” formula milk in the UK to be sold in a pre-measured tab format.
The company says the innovation is in response to parents’ desire for greater convenience and ease when preparing formula milk feeds.
According to research conducted in 2018 with more than 1,300 UK mums, ‘convenient for feeding-on-the-go’ was the second-most important criteria mums cited. Close to a third of those surveyed (31%) also said they looked for ‘greater convenience when preparing a formula feed’.
The company says that this new Aptamil formula milk tabs dissolve easily, with one tab equal to one standard scoop of powdered formula.
The new tab format will be available in packs of 24 sachets, with each sachet containing five tabs.
Danone expects the new format to help cut down on mess when preparing a formula feed, making the new format useful – in particular for night-time feeds.
Besides allowing for more accurate measurement and less wasted formula, the new format helps provide “extra reassurance” – in particular for parents who favour formats that emphasise hygiene.
Asked about how the new tab format affects the amount of packaging being used, Jean-Michel Lequin, director of Danone’s Wexford, Ireland, formula milk production facility, told Packaging Europe: “There is slightly more packaging than with other formats. However, compared with other formats, the proportion of recyclable packaging is greater. The outer box is already fully recyclable.
“The sachet, in which the pre-measured tabs are packaged, is not yet fully recyclable. However, we’re working on plans to make the entire packaging – including the sachet – recyclable. To that end, we’re currently testing various recyclable materials for the sachets that also meet our high quality and safety standards for formula milks.
“In the formula milk category, our top priority, of course, is the quality and safety of our products, since they’re for our youngest, most vulnerable consumers. So, we use packaging material that ensures our formula milk powders remain sealed, secured, and safe throughout their shelf life.”
He adds that the sachets consist of multi-materials that meet Danone’s high quality and safety standards for baby formulas and ensure that the formula milk powders remain sealed, secured, and safe throughout their shelf life.
“We’re currently testing various materials – including mono-materials – to make the sachets recyclable. Of course, these materials will need to meet our high quality and safety standards for formula milks.
The product is being produced at Danone’s formula milk factory in Wexford, Ireland, through a manufacturing partnership with Japanese food manufacture, Meiji’s patented tab production technology.
Following a successful launch of this format innovation in the UK, Danone plans to begin offering it in other European countries as of 2022.
Source: PackagingEurope.com