AquaSense, the latest label product from Essentra Packaging, is designed to help maintain and control the moisture content of make-your-own tobacco packs, ensuring the contents stay fresh and do not dry out – giving consumers more control than ever over the products they buy.
Part of Essentra Packaging’s Protect range and already put into use by a major manufacturer within the European market, AquaSense is the first example of Essentra’s Active Label Technology. It has been developed and jointly patented in conjunction with Essentra Porous Technologies.
It features a unique absorbent AquaSense pad, which is activated by the consumer upon opening the tub or pack. The pad is placed under a tap and soaks up a specific amount of water which it then releases, keeping contents fresh, controlling humidity and reducing product waste due to goods drying out.
The AquaSense pad can be supplied in a variety of formats and sizes and is designed to meet the specific protection needs of make-your-own tobacco packs and tubs.
Options include high impact graphics and designs which can combine with the freshness capability of the pad to deliver a message on adding the liquid, interacting with the consumer and acting as a means to deliver promotional campaigns.
Because the AquaSense pad soaks up only as much moisture as it needs, it does away with the need for the consumer to measure the dose. It can simply be held under a tap or dipped in a glass of water to continue functioning just as effectively, giving the consumer a much more interactive relationship with their pack.
Manufacturers and brand owners will be able to see the benefits of this Active Label Technology and its ability to deliver and control humidity and freshness for their products firsthand, at the World Tobacco Middle East exhibition in Dubai in April.
Martin Dallas, commercial director for Essentra Packaging & Securing Solutions, says: “The project has been a great example of how we can leverage the significant expertise throughout Essentra to design a product to meet the customer and wider category need.
“This is a genuinely exciting development and we believe there are many potential applications out there – that’s why we want to hear from fellow innovators who can see the possibilities this offers and we will be demonstrating at our shows and exhibitions this year.”
Dallas continues: “Combining our material and packaging knowledge across Essentra has led to the design of this exciting product and we see this as just the start of how we can create new and innovative products for customers using our collective capabilities to design new products our customers need.”
Essentra Packaging is part of the Packaging & Securing Solutions division of Essentra plc. Essentra Packaging is a global provider of packaging products that deliver benefits to consumer and healthcare markets, combining pack functionality with creative design and print to deliver brand communication and protection. Essentra’s “Packaging Resolved” positioning emphasizes the four core themes of opening, closing, informing and protecting – where its cartons, leaflets, foils, tapes, labels and seals can combine to provide all or simply one of these benefits. From helping ensure users do not get frustrated in opening packs through to providing the reassurance that products are fresh and have not been tampered with, Essentra Packaging’s products are designed to be an integral part of the product and brand pack experience.