Composite cans are suitable for a wide range of packaging from primary to secondary and luxury. And as Des King finds, a growing variety of shapes and sizes could give other materials a real run for their money

 

Some say packaging is going down the tube. But there are just as many who would see that as something to be encouraged. Either as a stand-out alternative to the metal can or else an item of secondary packaging that has added value written all over it, the composite can makes a visible difference to the presentation of a growing range of products – as disparate as gravy granules and premium brand whisky.

 

Essentially, paperboard with a twist – more accurately, and usually, a spiral – a composite can is just what its name suggests: an amalgamation of different substrates engineered into a mostly cylindrical shape. With the addition of an inner liner – for example, aluminum foil – it has the capability to provide barrier protection for commodity foodstuffs extending up to 18 months or longer.

 

The manufacturing process is relatively straightforward. Conventionally, the liner is spiral wound around a mandrel that determines the size of the internal diameter of the finished can. The paperboard is then coiled on top. The tube is cut into lengths of three to four times the size of the specified container, at which point the printed adhesive or convolute label is applied before it is cut down to a finished pack to which a tinplate base is seamed. Cans are then shipped to the packer/filler, and its job done.

 

Lighter weight than steel or glass, produced mostly in recycled grade board or kraftliner, and dovetailing robustness with style, it’s the marketing man’s dream solution in delivering brand enhancement at low-cost on paper at least. What comes as quite a surprise, however, is the format’s comparatively slight penetration of the overall UK packaging market.

 

“We estimate total domestic sales to be worth around £30m,” says Ralf Weidenhammer, chief executive  of the family-owned Weidenhammer, whose Belgian plant was the launch partner for P&G when it started up production of the Pringles snack in Europe in 1996. Weidenhammer  extended its operation to Bradford in early 2007 when it became a joint venture partner with Chesapeake’s composite can site there; it is now the sole owner and is planning to build a new site in the town in the next two years.

 

Some say packaging is going down the tube. But there are just as many who would see that as something to be encouraged. Either as a stand-out alternative to the metal can or else an item of secondary packaging that has added value written all over it, the composite can makes a visible difference to the presentation of a growing range of products – as disparate as gravy granules and premium brand whisky.

 

Essentially, paperboard with a twist – more accurately, and usually, a spiral – a composite can is just what its name suggests: an amalgamation of different substrates engineered into a mostly cylindrical shape. With the addition of an inner liner – for example, aluminum foil – it has the capability to provide barrier protection for commodity foodstuffs extending up to 18 months or longer.

 

The manufacturing process is relatively straightforward. Conventionally, the liner is spiral wound around a mandrel that determines the size of the internal diameter of the finished can. The paperboard is then coiled on top. The tube is cut into lengths of three to four times the size of the specified container, at which point the printed adhesive or convolute label is applied before it is cut down to a finished pack to which a tinplate base is seamed. Cans are then shipped to the packer/filler, and its job done.

 

Lighter weight than steel or glass, produced mostly in recycled grade board or kraftliner, and dovetailing robustness with style, it’s the marketing man’s dream solution in delivering brand enhancement at low-cost on paper at least. What comes as quite a surprise, however, is the format’s comparatively slight penetration of the overall UK packaging market.

 

 

“We estimate total domestic sales to be worth around £30m,” says Ralf Weidenhammer, chief executive  of the family-owned Weidenhammer, whose Belgian plant was the launch partner for P&G when it started up production of the Pringles snack in Europe in 1996. Weidenhammer  extended its operation to Bradford in early 2007 when it became a joint venture partner with Chesapeake’s composite can site there; it is now the sole owner and is planning to build a new site in the town in the next two years.

 

Opposite markets

Weidenhammer going at the composites market on its own suits both parties, as it is geared to supplying cost-effective formats such as its Evocan in volumes of up to 300,000 units per week, leaving Chesapeake free to target the luxury end with customized and differently-shaped secondary packs for brands such as Glenfiddich.

 

The UK market for composite cans is dominated by Sonoco and Weidenhammer in the high volume, low margin side of the business. Meanwhile, Smurfit Kappa Composites and Chesapeake are largely focused on the high-end premium products end. Notable among a few smaller players, Robinsons Packaging covers both sectors.

 

If there’s anything to quibble about the composite cans market, is that maybe it’s just a tad costly. With a relatively high cost of entry in pursuit of either low margins on commodity items or small runs in the gifting sector, the existing players have things very much their own way. But that can be a mixed blessing.

 

“While it’s the accepted packaging solution for a lot of companies, we feel that it could be adopted by a lot more,” says Smurfit Kappa Composites product development manager Graham Frazer. “They tend to overlook it because of prevailing formats and trends that characterize the competition and precondition their thinking. This could be particular to the UK. It’s very much the opposite in the US where the composite can is far more prominent.”

 

Both of the major manufacturers are kitting up in order to sustain their low margin, high volume model and, in the process, widen the gap between themselves and any putative newcomers. According to Sonoco Consumer European Division’s general manager Sean Cairns: “We have invested more than £1.5m in upgrading our Manchester plant – which is the largest rigid paper can factory in the UK – across all aspects of the business; not only in new operations and cutting-edge technology, but through the recruitment of world class talent including our quality manager from Toyota and our supply chain manager from Milliken.”

 

Meanwhile, Weidenhammer is installing a £2.5m Evocan production line at Bradford. “This is a niche market driven by blue-chip brands that can only be supplied by appropriately geared up manufacturers able to leverage material costs,” says Ralf Weidenhammer. “We’re going for mass volume that is steady year in year out, driven by plant capable of producing upwards of 300,000 units per week. We’re not interested in spot promotions.”

 

Replacement for metal?

Belying the low unit cost, both companies are prepared to invest in delivering greater functionality. Sonoco’s Cairns evidences an instant coffee can developed as a replacement for a metal container used within the food service sector. “Although the customer converted to our rigid paper because it was less expensive to produce and by weighing less achieved some environmental benefits, we continued to innovate by introducing a new membrane end to provide an easy open, hermetic seal.”

 

Similarly, Weidenhammer’s Evocan format, which uses less paperboard in the body and less resin in the over-cap, also has a special curl which allows more convenient opening.

 

Such a dominating presence makes it hard for SMEs to compete, admits Robinsons Packaging general manager Ray Lawson. “We can’t compete on volumes with Sonoco and Weidenhammer; they’ll always be able to invest in the newest, fastest kit to fulfill a contract. We get out-muscled; they’ll just under-cut us as we’re a small independent company.”

 

Nevertheless, compete they do – some 80% of Robinson’s £6.5m current paperboard sales derive from the production of over 50m composite cans per year, up by one-third over the past three years. The reason is innovation, says Lawson. “While investment in new process might be outside of our remit, we can still win business by bringing something new to the customer; for example, a new tamper-evident plastic cap seal for a pack of salt.”

 

Having relinquished its stake in the volume sector, meanwhile, Chesapeake is shaping up as a major supplier of luxury composite cans. Its linear draw process is capable of outputting between 800 and 5,000 units per hour and visibly out-performs cylindrical formats with eye-catching profiled cans, such as the tube that mimics Glenfiddich’s triangular bottle.

 

Invisible seams

Chesapeake has developed its paperboard “Figured” concept, which has a diameter up to 540mm, and whose unique process ensures the seam of the tube’s outer wrap is not visible. The format is designed to meet the growing demand for on-shelf differentiation. Unlike its competitors which mainly buy in the necessary self-adhesive or convolute labels, Chesapeake maintains full control of print as well as production – and as a further service, will even act as the packer/filler on behalf of its customer base.

 

While acknowledging the potential of linear draw technology, Robinson Packaging’s Lawson notes a possible constraint. “The problem is in closing it. The equipment to do that other than applying a seamed metal lid is prohibitive; you could be talking £500,000 just for a closing machine. In other words, high tooling costs where there isn’t a market for mass production.”

 

With composite solutions tending to be more expensive over short runs, the focus on shape differentiation might create opportunities. MSO Cleland’s contoured Curvpac carton has already achieved some success in the premium spirits sector, says sales director Scott Christie.

 

“The technology can be adapted to include apertures or windows and can form a wide range of different shapes, all of which are fiercely difficult if not impossible in some ways with composite tubes,” he says.

 

“Our automatic line can produce around 100,000 tubes per week. While that’s significantly below a carton line, we see this fitting as a premium product which adds value to the brand.”

 

Anything that adds value will win the hearts of marketers. The signs are that the composite can sector is up to the challenge.

 

CASE STUDY: EAST INDIAN COMPANY

Britain’s colonial aspirations are very much a thing of the past. But The East India Company, which played such an important role in expanding the UK’s influence on the subcontinent, is still a force to be reckoned with when it comes to building a trading empire out of a brand.

 

Under the new ownership of entrepreneur Sanjiv Mehta, the company is once again on the up. Mehta has so far invested in excess of £12.5m in re-establishing the 400 year-old East India name, and reportedly has plans to spend a further £60m in extending its retail potential.

 

A key element in rebuilding the brand is its packaging and to this end, the company has turned to Smurfit Kappa Composites.

 

The Whitehaven-based manufacturer, part of the global Smurfit Kappa group, makes high-end composite cans and recently supplied packs for The East India Company’s luxury food and confectionery ranges that are on sale in the retailer’s central London store, on Mayfair’s smart Conduit Street.

 

“They wanted the packaging to help establish the brand, and to create the impression of an old and traditional design,” says Smurfit Kappa product development manager Graham Frazer.

 

“Although the main driver was shelf appearance rather than pack construction, they recognized that a composite solution could convey that value added appeal more effectively than a carton.

 

“We’ve supplied initial quantities in conventionally resealable spiral wound cans including metal ends, with the outer wrap offset printed and foil blocked for their enrobed chocolates and luxury biscuit ranges. They are also planning to extend into online sales and gifting.

 

“Given that composite cans of this quality are often retained after the primary use for a variety of storage purposes, some of these packs will no doubt become collectors’ items.”

 

So watch out for these packs in years to come. The Empire, it seems, striking back.