HOW GREEN PRODUCTS CAN WIN ON THE RETAIL SHELF

World NeWsALUMINIUM IS COOL FOR TEA

INNovatIoN

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GOLDEN CIRCLE PUTS SUNSHINE INTO SUMMERStrong sales of canned pineapple and the introduction of new packaging have Golden Circle looking forward to a strong summer this year with its range of canned pineapple, beetroot and fruit salads. Continued over page...

Issue 94 28.10.10

Canned pineapple has been the best-performing segment in the canned fruit market, according to Aztec MAT research to May 2010, with an increase of 1.9 per cent in a market that was down 1.7 per cent overall to $297 million.

This helped Golden Circle to grow its market share by 1.7 per cent to reach 16.9 per cent, while the market-leading Goulburn Valley brands declined slightly to 29.7 per cent.

Interestingly, Private Label brands declined significantly in the canned fruit market, dropping 7.7 per cent to now account for 23.9 per cent of sales value.

Golden Circle reported a jump in pineapple sales of as much as 20 per cent last

summer following an awareness campaign that included its first new television commercial in six years, starring 75 Sunshine Coast locals.

The company, which began canning in Queensland 63 years ago, introduced its new canned food labels about three months ago, featuring the new Golden Circle logo and recipes on the back.

Golden Circle also released a new pineapple cookbook on its website (http://goldencircle.com.au/Promotions/promotion). It describes it as a celebration of recipes from the past, with great new ideas for the present. It features a selection of both sweet and savoury recipes that use slices, thins, pieces and crushed pineapple.

can & aerosol news

Issue 94 OCTOBER 2010

GOLDEN CIRCLE PUTS SUNSHINE INTO SUMMER cont.

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Clean your knife in warm water between cutting each slice.

That way you will have lovely even pieces.

125g plain sweet biscuits

60g unsalted butter, melted

825g can Golden Circle

Pineapple Thins in Juice

3 tsp powdered gelatine

500g block cream cheese,

at room temperature

1 cup thickened cream

½ cup caster sugar

2 tbsp lemon juice

½ cup raspberries, extra to serve

3 passionfruit

What could be a more decadent indulgence than a

cheesecake, other than a pineapple cheesecake of course?

This is one reason to invite friends over for any excuse to

laugh and chat whilst devouring this delightful dessert.

Pineapple, Raspberry & Passionfruit Cheesecake

Serves 8

1. Grease and line the base of a 20cm spring-form tin.

Blend biscuits in a food processer until mixture

resembles fine breadcrumbs. Add the melted butter

and process until well combined. Press into prepared

cake tin and refrigerate while preparing filling.

2. Process half the pineapple in a food processer to

form a puree. Set aside. Dissolve the gelatine in

¼ cup boiling water and leave to cool slightly.

3. Beat the cream cheese, cream and sugar with

electric beaters until smooth. Add the lemon juice

and gelatine mixture and beat until combined.

Fold through the pineapple puree, raspberries and

pulp of 2 passionfruit. Pour into the prepared tin

and refrigerate for 4 hours or until set.

4. Serve chilled topped with the remaining pineapple

thins, extra raspberries and passionfruit pulp.

Continued over page...

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Golden Circle food communications manager Leanne Bennett-Jones said canned pineapple has been a pantry staple in Australian kitchens for decades, and is possibly one of the most versatile canned products Australia has produced.

“There’s the convenience of always having a dessert on hand, such as simply

sprinkling slices of canned pineapple with brown sugar and then caramelising them on a hot barbeque or in a buttered pan and finishing it off with a big scoop of vanilla ice-cream.”

She said another recipe in the booklet, Summer Truffles, was quick and simple to prepare.

Golden Circle began as a grower cooperative in the

1940s, with the pineapple cannery commencing production in Northgate in 1947 – initially producing around 40,000 tonnes of canned pineapple annually, in addition to some canned fruit salad, tropical fruit chutneys and fruit juice cordials.

Today, the Northgate cannery produces over

180,000 tonnes per year of canned pineapple and beetroot, fruit juices and cordials, jams and sauces.

Pineapples have been at the heart of the Golden Circle brand since its earliest beginnings, thanks to Queensland’s rich soils and near-perfect growing conditions.

Golden Circle is minimising its impact on the environment by reducing soil erosion, improving soil structure and using less fuel.

Heinz Australia acquired Golden Circle in 2008, allowing for additional investment in new product development and in marketing to grow demand for locally canned Australian-grown fruit and vegetable products.

The company’s senior product manager Cameron Sharp told Retail World that future growth would be driven by factors such as convenience and meal solutions, propelled by activities such as the recipe panels.

Mr Sharp said Golden Circle was also helping to inform consumers that canned fruit could be a convenient way to achieve the objective of eating servings of two fruits and five vegetables daily.

can & aerosol news

Issue 94 OCTOBER 2010

GOLDEN CIRCLE PUTS SUNSHINE INTO SUMMER cont.

InnovatIon

WD-40 GOES TO WORK

can & aerosol news

Issue 94 OCTOBER 2010

The WD-40 Company has launched its first alternative brand of specialty maintenance products, using specifically-designed aerosol cans designed to be just as tough as the brand.

Key to the success of the new Blue Works range of industrial-strength products was that the tinplate cans would be appealing while resisting the harshest of plant environments.

The range of lubricants is aimed at industrial professionals and maintenance workers, and is designed to surpass industry standards and deliver superior performance under tough conditions.

Instead of using different adhesive labels for the eight product options, which might

tear or smudge vital product information, the cans are lithographed to give an industrial feel.

The US-based company worked with design agency The DuPuis Group to transfer the original label design and ensure vivid colours and sharp graphics.

“The cornerstone of the Blue Works brand is superior performance under challenging conditions. It was critical the package follow suit,” said Mike Freeman, who runs the Americas region for the WD-40 Company.

“Direct decoration proved to be an ideal option and helped us communicate the high quality of the products themselves.”

The Blue Works industrial-strength line includes silicone,

high-performance PTFE lubricant, dry lube PTFE formula, white lithium grease, multi-purpose lubricant, penetrant, degreaser and contact cleaner. A colour-coded system is used to distinguish each product in the range.

Developed at the WD-40 Research and Development Center in San Diego, Blue Works is the first

alternative line of products that carries the WD-40 Company signature on its cans.

WD-40 has also released a promotional “Now & Then” two-pack in the US that includes a regular 8oz can with Smart Straw as well as a fully functional reproduction of the original black and yellow spray can from the 1950s.

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An international marketing specialist has offered advice on how manufacturers can best use packaging to tell their environmental story.

Suzanne Shelton (right), who started a US advertising agency 18 years ago which focused on consumers making sustainable choices, said we will one day use smart phones in the supermarket to learn exactly how green a product is, but until then the best place to tell that story is right on the product label.

After conducting consumer research using real-world packages as well as mocked-up versions, Ms Shelton came up with these key recommendations:

1. Put the most important information on the front of the package. It sounds

obvious, but it seems many manufacturers are not doing it. Often the detail participants wanted (such as “no ammonia”) was buried on the back, while front call-outs were dismissed as less important.

2. Be as specific as possible. “100 percent natural” tested better than “all natural”.

3. You can win brownie points with recycling claims. Participants generally embraced the idea of recycling, especially for packaging, but were not so keen on recycled content.

4. Abandon all the jargon – it’s confusing. Don’t assume consumers understand industry terms such as “No GMOs” or “Low VOCs”. These terms were meaningless to most participants and a waste of valuable space on a label. A description commonly used by manufacturers, “produced with renewable energy” (which few participants could define correctly) tested very poorly, but “produced with solar energy” was particularly attractive.

5. Certifications don’t buy you as much as you might think. Few respondents cited

a product’s certification as a top reason for choosing one product over another.

6. Colours matter. The colour of products and packaging impacts perceptions of “greenness”. For detergents and all-purpose cleaners, the majority of participants associated a clear or colourless product with being “more natural”.Source: Packaging Digest

HOW GREEN PRODUCTS CAN WIN ON THE RETAIL SHELFworld news

KIDS TO WRITE TV RECYCLING ADVENTURENew Zealand schoolchildren are being challenged to write a story involving a can ‘recycling superhero’ in a competition being run by recycling organisation CANZBAC.

Children are being asked to write a story outline that will become a new action TV adventure on a day in the life of superhero ‘Hanable the Canable’, who represents can recycling to New Zealand kids.

CANZBAC is running the competition through the Starters and Strategies magazine, which is distributed to 28,000 teachers nationwide.

Students are encouraged to gather supporting material

through the CANZBAC

website, which is maintained by the metal can industry in New Zealand and is focused on building the profile of metal cans through educational resources.

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Unique metal bottle packaging designed by Interbrand, which claims to be the world’s largest brand consultancy, has sent a South Korean tea company roaring to the top of a booming market segment.

In the last three years, the ‘health tea’ market in Korea has grown seven times, and it continues to grow.

Consequently, Interbrand said that when the Lotte Chilsung Beverage Company approached them with its new tea – called ‘Oh Neul Eui Cha’ (which translates as Today’s Tea) – it realised the package would “really need to stand out”.

“Based on the concept that the tea gives the benefit of feeling mentally refreshed

and physically fit, we created a soft, calligraphic effect, using the look of a flower – nature’s motif,” said Interbrand of the packaging.

“But to really stand out in the market, we used a unique [metal] material that is highly portable and keeps the tea at its ideal temperature.

“Not only is it attractive to our target consumer, but

it also stands out on shelves that are full of plastic bottles.”

Today, thanks to its spectacular package, Oh Neul Eui Cha is Korea’s leading health tea brand.

It was also selected as “The Consumer Product of the Year” by The Korea Economic Daily and “Best Hit Product of the Year” by the Seoul Economic Daily.

Lotte Chilsung grew to be Asia’s largest beverage company in the late- 1990s, holding 35 per cent of the domestic market, and has contracts with American companies such as Pepsi.

The Chilsung name means Big Dipper (or “seven stars”) and the company’s logo is seven stars in a row.

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ALUMINIUM IS COOL FOR TEA

InnovatIonRETAIL SECTOR BOUNCING BACKThe Australian retail sector is beginning to regain momentum as the effects of the GFC wane and the Australian economy again starts delivering positive economic growth, according to Colliers International.

The company’s research director Nerida Conisbee said that while many retailers are still fearful of a double-dip recession, most economists see this as unlikely, with Access Economics forecasting growth of 1.9 per cent for 2010 and 4.2 per cent for 2011.

Ms Conisbee blamed interest rate rises towards the end of 2009 and early 2010 for slow consumer spending despite positive signs in the economy as people focused on reducing debt and lifting savings.

Looking ahead, she said strong population growth and reducing unemployment remain the key drivers for retail growth over the remainder of 2010 and into 2011.

Source: Inside Retailing

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Issue 94 OCTOBER 2010