The days of customisation beating sustainability are – thankfully – behind us. Brands understand that their choices matter, with the type of customisation they specify having a big impact on the recyclability of their packaging once the product has been enjoyed. But, of course, that doesn’t mean that brands have stopped wanting their products to stand out on the shelf, or in online stores.
Quite the opposite.
Consumers are bombarded with options, so differentiation is more crucial than ever. Different packaging materials need to deploy different methods of customisation, depending on the properties of the material and the application. Plastic packaging can be customised cheaply and effectively because it can be formed into literally any shape imaginable, plus it can be produced in almost any colour (although some additives are less welcomed by recycling collection streams) so unique designs are easily achievable. But how can glass be customised without impacting on its sustainability credentials?
Artisan producers of food, beverage, and personal care products are big fans of glass packaging as it tends to jive well with its target customers. Consumers are generally well aware of how to recycle glass in their daily lives. The sustainability aspect of glass is valued for its traditional personality, plus it can be more easily hot filled with products such as jams and chutneys without specialist equipment, making it a practical choice too, especially for smaller brands.
Angela Thijssen, Sustainability Manager at Pont, a European packaging supplier, explains how glass is a practical choice for a range of applications commonly found in artisan sectors. She says, “There is some level of expectation when it comes to the shape of particular products in the artisan and craft sectors, such as hexagonal glass jars for honey and brown glass bottles for small-batch beers. Even though there’s no legal reason, and brands are free to choose from a range of materials, there can be a happy synergy. Amber glass beer bottles, for example, make perfect sense because the amber glass gives excellent UV protection and, as glass is inert, it keeps the flavour exactly as the brewer intended. Plus, the curve of the neck makes for comfortable drinking!”
Understanding regulations
While there is no legal reason to choose a particular shape glass packaging for a particular product when it comes to food, beverage and personal care products, there are certainly some regulations that it pays to know. Compliance with the latest EU and UK regulations for food safety and sustainable packaging is evolving, with traceability also important. The current EU legislation for glass food-safe packaging is led by the EU Framework Regulation (EC) No. 1935/2004, which applies to all materials intended to come into contact with food, including glass. The regulation ensures that no harmful substances migrate from the packaging to the food that could endanger human health, regardless of the material.
Thijssen continues, “We regularly hear from our customers that the changing legislation around packaging is a bit of a minefield, so we take care to explain it as clearly as possible. There’s a sweet spot of explaining without overwhelming. I think the fact that we offer packaging in various different materials means that our advice is non-biased, we don’t have to sell anything in particular, so we can just advise according to what’s best for the customer, and for their consumers.”
What’s best includes what looks good, as well as what is good for the environment and is cost effective, which is where affordable customisation for glass packaging comes in. Without the unlimited thermoforming capabilities of PET, glass needs to get its USPs from other areas, even with much-loved shapes. Thijssen says, “There are so many shapes for glass packaging that brands can go beyond the favourites and choose something more unusual if they want. For example, amber glass dropper bottles start at just 5ml and they’re ideal for sampling as well as delicate products like essential oils and CBD oils. We also have sirop bottles from 60ml up to 1000ml in both transparent and amber glass, with the smooth lines ideal for luxury personal care products as well as sauces and beverages.”
The customisation goes beyond the shape, with glass packaging offering a large labelling space that can be used to personalise the product and inform consumers of ingredients, special offers and any marketing messages. Choosing a suitable closure adds to the personality of the packaging too, with different material and liner options according to the needs of the product inside.
Tamper evident closures bring another layer of food safety to the product, showing if the container has been opened either through a pop-up button integrated into the closure or by adding a seal, which can be as simple as including an adhesive tab. For food products, a tamper evident closure supports the freshness, and for personal care products, it helps keep young children safe from the products inside, which is particularly required for medicines and supplements.
Thijssen concludes, “The role of packaging goes far beyond simply containing a product. There’s a responsibility to the consumers and their families, there’s a responsibility to the planet. Brands have a responsibility to be commercially viable. Nothing is in a vacuum. That’s why we advise on the whole package; we understand that packaging is important, but it doesn’t have to be stressful – or unsustainable!”
