Aseptic carton packaging systems and solutions specialist SIG and Australia’s iconic stock brand Massel have partnered to bring the most advanced sustainability solutions in aseptic cartons to Australia. Kim Berry speaks to SIG Australia & New Zealand GM Adam Lipscomb and Massel MD Michael Caine.
There are few households in Australia that do not have a Massel product in the pantry.
Its premium plant-based range of stocks, bouillons, and seasonings are well established in the market, with a loyal following only strengthened bythe rise in home cooking during the seemingly endless lockdowns of Covid.
Massel has partnered with global aseptic carton packaging expert SIG to launch its liquid stock range in SIG’s Signature Full Barrier packaging material, the first company to do so in Australia.
Through its Signature portfolio, the company is an industry leader in developing solutions to growing consumer and industry demand for more sustainable and responsible packaging.
SIG has a strong ethos of working with its customers to package food and beverage products in a safe, sustainable, and affordable way, with sustainability integral to its business.
Q. Michael, what was the reasoning behind Massel approaching SIG?
MC: “At Massel, we have always been active in developing positive benefits through innovation. We pride ourselves on producing products that are made from all-natural ingredients. Our products offer consumers premium quality and natural health benefits with great flavour.
“We wanted to extend that commitment beyond the product inside the packaging. Our goal was to find a more sustainable option that would become an integral part of Massel’s product range as well as supporting our broader environmental goals.
“SIG is at the forefront of advancements in aseptic carton sustainability, so it made sense for us to partner with a company as focused on innovation as we are.
“The launch of Massel liquid stocks in cartons with Signature Full Barrier material is a first for us, and a first for SIG in the Australian market.”
Q. Adam, what makes Signature Full Barrier different from other carton structures?
AL: “Signature Full Barrier is one of the most innovative sustainable solutions in aseptic carton packaging in the world. All three key raw materials in the packaging come from certified responsible sources. The liquid paper board is sourced from sustainable forestry through FSC (License code: FSC C020428), 100 per cent of the polymers used are linked to forest-based, renewable materials via a certified mass-balance system, and only Aluminium Stewardship Initiative (ASI)-certified aluminium is used.
“We are the only aseptic carton producer offering ASI labelled packs, demonstrating our capability – and commitment – to responsibly source aluminium.
“All of the polymers used are linked to tall oil, a forest-based renewable material through a certified mass-balancing system. We believe using tall oil, a by-product of paper manufacturing, has two advantages: it’s a by-product of the paper industry, which means we get to maximise output from sustainable forestry for our products, and importantly, it avoids competition for agricultural land, an issue with polymers from sources such as sugar cane.
“This also means the carbon footprint of Signature Full Barrier packaging material is lower than standard packaging material for SIG carton packs because we replaced fossil polymers with mass-balanced plant-based polymers made from forest-based tall oil.”
Q. Michael, how did these factors resonate with Massel?
MC: “When the SIG team presented us with the opportunity to switch to Signature Full Barrier, the sustainability aspects of the carton as well as its overall packaging integrity immediately resonated with us.
“We put our consumers front and centre and we know they care a great deal about the combination of natural, high-quality, tasty products and sustainable packaging.
“We were naturally keen to understand what effort and timelines would look like and quickly came away with the impression that the time was right to make the move. The discussions were fruitful and led to quick results.”
Q. Adam, is it easy for manufacturers to switch to more sustainable packaging?
AL: “Absolutely. The redesigned packs do not compromise on convenience or food safety and are fully compatible with existing filling machines and closure applicators, so customers can be confident investing in a long-term partnership with SIG to deliver food and beverages to consumers in a safe, sustainable, and affordable way.
“We see key focus areas for growth in non-carbonated soft drinks, foods, and liquid dairy when it comes to sustainable packaging. Massel has taken the lead and we see many more producers following suit.”
Q. Michael, what’s next for Massel?
MC: “This marks the next phase of our commitment to a more sustainable future and is an integral step in improving the overall sustainability of our product offering.
“We are proud to be the first company locally to partner with SIG to bring this solution to our consumers. Massel will continue to adopt innovative solutions that benefit Australian consumers and the local economy.”
Q. Adam, what is on SIG’s roadmap for 2022?
AL: “We have a clear roadmap towards sustainable innovations, present and future. We’ve already mentioned Signature Full Barrier.
“Our Combibloc Ecoplus packaging structure is the world’s first aluminium-free aseptic carton packaging material. Taking this further, Signature 100 is the world’s first aseptic packing material linked to 100 per cent forest-based renewable sources (via a certified mass-balance system).
“Both products are specifically designed for UHT milk and other oxygen insensitive products.
“What’s more, Signature Circular is the world’s first aseptic packaging material linked to post-consumer recycled plastics, suitable for all filling goods. We’re excited to bring all four structures to Australia and New Zealand.
“We have also recently announced the next-generation Signature Evo, which continues the evolution of our alu-free structures by offering full barrier protection to liquid dairy, non-carbonated soft drinks and plant-based beverages.
“SIG also offers sustainable opening innovations: the industry’s first renewable paper straws and tethered caps avoiding waste leakage, well ahead of global regulation requirements.”
Massel’s liquid stock range in cartons with Signature Full Barrier packaging material is now available in supermarkets nationwide.
“We are the only aseptic carton producer offering ASI labelled packs, demonstrating our capability – and commitment – to responsibly source aluminium.”
This article first appeared in the March 2022 edition of Food & Drink Business.
