SimpliSqueeze® Valve Technology Turns Latin America Upside Down

Aptar has the technology and expertise to revolutionize packaging markets

Prior to 2012, the highly competitive sauces and condiments market in Brazil consisted of many local producers utilizing very similar packaging. In an attempt to differentiate, Heinz selected Aptar’s “Inversa Snap-Top” which incorporates our SimpliSqueeze® valve technology to provide a clean and convenient dispense. Furthermore, SimpliSqueeze® technology provides no-spill sealing benefits which enabled Heinz’s new package to become inverted, or top-down. This created a truly unique package in Brazil increasing the brand’s shelf appeal and providing consumers with a convenient way to dispense ketchup as the product is ready to be dispensed immediately. According to Euromonitor International, Heinz’s market share in the Sauces, Dressings, and Condiments application in Brazil grew by 23% in volume from 2012 to 2014.

During this time, other regional food and beverage companies witnessed how convenient and differentiated packaging can drive brand recognition along with consumer satisfaction.  For example, both Unilever’s Hellmann’s and Bunge’s Etti brands have recently selected Aptar’s SimpliSqueeze® valve to be incorporated in their packaging. Etti has won EmbalagemMarca’s award for best “repack” of the year and Hellmann’s has extended their inverted packaging beyond ketchup into their mustard and mayo offerings.

We estimate that around 38% of ketchup bottles sold in supermarkets in Brazil are now in inverted packaging formats. Aptar’s unique SimpliSqueeze® valve technology was a key driver in this conversion. The technology is applicable for a variety of other packaging applications as well. For instance, earlier this year in Chile Empresas Carozzi’s launched an inverted water enhancer using Aptar’s stock Mini Sense dispensing closure with SimpliSqueeze® valve.

2015 will be an exciting year for Aptar’s SimpliSqueeze® valve technology as more and more food and beverage marketers begin to see the benefit in offering packaging solutions that increase their consumer’s overall product experience.

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