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ProSweets 2013

Metal tin packaging has gone ‘back to basics’, says Crown

By Kacey Culliney , 25-Feb-2013

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The metal tin packaging market has gone ‘back to basics’ – to what is good for the environment and good for Europe, marketing manager for Crown says.

Speaking to ConfectioneryNews.com at ProSweets 2013 in Cologne, Véronique Curulla, European marketing manager for speciality packaging, said supply has gone full-circle back to Europe.

“I think we are seeing a circle and our customers now are looking for more European supply – they used to source their tins from elsewhere, mainly China,” Curulla said.

“Our customers now are looking for more flexibility, supply chain lead times being reduced and be able to have a current and day-to-day contact easily,” she continued.

She said that the current economic climate had of course impacted this shift as customers look to reduce overall costs, particularly through cutting lead times.

Metal packaging and green credentials

The recyclability of metal packaging is becoming more broadly known, Curulla said, as manufacturers work harder to communicate sustainability messages to consumers.

She noted that it has great green credentials as it is infinitely recyclable.

“I think we are in what we say ‘back to basics’ – what is good for the environment, what is good for Europe; it’s all back in there.”

Brand value through design

Adding brand value to packaging was a heavy focus on Crown’s stand at the show.

Curulla said: “It’s a very competitive space and we need to obviously add value to our customers on their packaging.”

The marketing manager said Crown uses in-house designers to help manufacturers differentiate themselves from competition on the shelf and cited various tools to do so, such as packaging coatings and embossing.

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