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Packaging<br />
Healthy and Sustainable – New<br />
Range of Therapeutic Pet Food<br />
in Recyclable MonoFlex Bags<br />
With an estimated revenue of 34,955 million USD, the global pet food market is steadily growing despite<br />
the pandemic. Among the top five countries with highest revenue, France takes a third place with over 5,131<br />
million USD. 1 To meet the growing customer and market demands, Demavic, a French pet food manufacturer,<br />
has teamed up with Coveris for packaging to support the launch of their new range of therapeutic pet kibbles.<br />
Using Coveris’ leading MonoFlexE film, the new therapeutic kibbles are packed in monomaterial, recyclable<br />
bags.<br />
consumers to buy this type of <strong>pro</strong>duct<br />
at this point of sale, we had to take<br />
into consideration their expectations,<br />
particularly with regards to packaging<br />
and environmental <strong>pro</strong>tection" explained<br />
Olivier Poupon, Demavic Buyer.<br />
The ongoing trend of humanization of<br />
pets results in pet owners paying special<br />
attention to the quality of their fourlegged<br />
family members’ food. As a result,<br />
more and more pet food brands are<br />
introducing therapeutic food that helps in<br />
maintaining a balanced diet and healthy<br />
lifestyle. However, pet food <strong>pro</strong>ducers are<br />
working to both satisfy their demands and<br />
meet environment and government laws<br />
to limit waste. In fact, a new anti-waste law<br />
was recently introduced in France, which<br />
aims to eliminate waste and pollution<br />
from the design stage and transform<br />
<strong>pro</strong>duction, distribution and consumption<br />
models from a linear to circular economy. 2<br />
The right partner with the right<br />
answers<br />
As a result, Demavic reached out to<br />
Coveris for help in designing bags for their<br />
new <strong>pro</strong>duct launch that answer these<br />
demands. "When we decided to launch a<br />
new range of therapeutic pet food, we had<br />
to think about the distribution channels<br />
we would select. Usually, therapeutic pet<br />
food is sold through veterinarians, but<br />
we wanted to innovate and market our<br />
<strong>pro</strong>ducts in large food stores. To attract<br />
Coveris' response was a quadroseal bag,<br />
designed using the <strong>pro</strong>ven MonoFlexE<br />
polyethylene film, which monomaterial<br />
structure allows easier recycling in the<br />
existing plastic streams. Additionally,<br />
Coveris’ team manufactured two variants<br />
of the bags from 3 up to 10 kilograms,<br />
which includes a front zip to allow easy<br />
opening and resealing for extended<br />
freshness of the kibbles for the 3 kilogram<br />
format. The new solution offers customers<br />
the same convenience and <strong>pro</strong>duct<br />
<strong>pro</strong>tection as the standard designs, while<br />
minimizing waste.<br />
Real challenge leads to growth<br />
The biggest challenge for Coveris was<br />
to <strong>pro</strong>duce monomaterial bags in 10<br />
kilograms as it was the first enquiry from<br />
a customer for monomaterial bags in<br />
this size. Fortunately, with the support<br />
of Coveris’ R&D team, the bigger bags<br />
successfully met all the <strong>pro</strong>duct tests.<br />
The equivalent machinability as standard<br />
PET/PE material convinced Demavic<br />
that introducing MonoFlexE to existing<br />
<strong>pro</strong>duction lines will be a straightforward<br />
<strong>pro</strong>cess. The <strong>pro</strong>ducts, 100% made in<br />
France, including the kibbles, packaging<br />
and label, were launched on the French<br />
market in the summer of <strong>2021</strong> in large food<br />
stores (GSA) and will soon be sold in large<br />
specialised stores (GSS). “The combination<br />
of full recyclability of the monomaterial,<br />
the <strong>pro</strong>longed freshness thanks to the<br />
front zip and the enhanced graphics<br />
met all our needs. As a result, the new<br />
bag created a user and environmentallyfriendly<br />
image for our therapeutic pet<br />
food brand”, summarized Olivier Poupon.<br />
"Once again we demonstrated that our<br />
key strength is the service we <strong>pro</strong>vide to<br />
our customers. Thanks to the dedication<br />
of our team in Firminy, we were able to<br />
help Demavic successfully launch the<br />
new therapeutic pet food range to French<br />
supermarkets and fulfil all requirements<br />
in terms of sustainability with our new<br />
MonoFlexE <strong>pro</strong>duct range " said Nicolas<br />
Plantec, Pet Food Segment Leader at<br />
Coveris.<br />
References<br />
Technology & Marketing<br />
1 https://www.statista.com/outlook/cmo/<br />
food/pet-food/europe#global-comparison<br />
2 https://policy.ellenmacarthurfoundation.<br />
org/frances-anti-waste-and-circulareconomylaw#:~:text=A%20law%20for%20<br />
system%20change,to%20a%20circular%20<br />
economic%20model.<br />
For more information<br />
www.coveris.com<br />
40<br />
Technology & Marketing
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