The packaging switch marks the brand's first foray into flexible packaging, and can be seen as an attempt by the manufacturer to meet consumers' rising expectations for convenient, resealable packaging. The manufacturer of Arm & Hammer, Church and Dwight, claims that the new stand-up pouch provides superior product protection in durable, waterproof high-gauge polyethylene film.
In addition, the rotogravure-printed laminated rollstock creates a look similar to the original cardboard box packaging The traditional red and orange color scheme and the Arm & Hammer logo have all been maintained.
"By keeping the same brand elements, consumers know they are purchasing the same high-quality product that was available in the box, and trust in the product is maintained," said Kristen Gates, Church & Dwight's brand manager for Arm & Hammer baking soda. "At the same time, the new package's modern value-added features such as the zipper, the moisture barrier, and a scoop, serve to extend brand value."
The new package uses high-gauge polyethylene film run on Roberts C-1500 horizontal/form/vertical/fill and seal machine with Zip-Pak's powder-proof zipper. The film and zipper work in tandem to provide a barrier against moisture, an important factor in keeping baking soda fresh and powdery. The zipper also allows consumers to conveniently store the baking soda within the original package. This eliminates the step many consumers take - transferring the product into a separate container for airtight storage.
Arm & Hammer baking soda is the first major brand to use Zip-Pak's new powder-proof zipper. The technology's evacuation ports are perforations located along the zipper tracks, creating channels through which powdery and particulate residue can fall back into the package, preventing clogs and zipper malfunction. Zip-Pak claims that this represents a significant advancement over earlier resealable technology - powdery and particulate products would get caught in the profile and clog the zipper, preventing it from closing properly.
"The Zip-Pak powder-proof zipper proved to be a perfect fit for this product," said Jeanette Gordon, contract manufacturing, purchasing agent for Church and Dwight. "Not only is it easy for the consumer to use, it is also easy to implement with Roberts machinery. It allows Church and Dwight to successfully and efficiently deliver the convenience that today's consumers demand. Since hitting shelves in September, we have witnessed strong customer acceptance and have strong expectations for the new package."
Zip-Pak sales and marketing director Robert Hogan argues that this move positions Church and Dwight as a key innovator in the wholesale marketplace. "As consumers increasingly shop in club stores, large-size packaging that ensures product freshness is essential. The Powder-Proof Zipper eliminates clogged zipper profiles and allows packagers to quickly build brand loyalty with a differentiated product that functions effectively. As consumer expectations continue to grow, we expect demand for this zipper to increase across a wide array of sectors."