Issue Date:  22 September 2009

Leading tear tape manufacturer Payne has developed a new tape-based solution for Shelf-Ready Packaging (SRP), which provides the benefit of easy opening while also maintaining the integrity and appearance of transit packaging to enable its successful use for on-shelf display purposes. 

Payne’s solution involves the innovative use of a purpose-built applicator which applies two tapes to the corrugated board at the same point on the corrugator line during board production.

The first tape, a Rippatape^® applied to the inner liner of the board, acts as the opening mechanism providing quick and easy access to the box contents without the need for knives.  The second tape, an Edge Tape, is applied to the outer liner of the board, just below the point where the box is opened by the Rippatape^® and performs two key functions. Firstly, the Edge Tape guides the tear as the box is opened, ensuring a clean finish and preventing damage to on-pack graphics or branding.  Secondly, its printability provides additional communication opportunities for brand reinforcement or promotional messages.

“Successful SRP solutions are based as much on brand image as they are on logistical efficiency,” explains Mike Love, Category Manager of Payne.  “The advantage of an efficient stocking method can be compromised if it results in poor display appearance.”

The benefits of this dual-tape technology are considerable and Payne is keen to stress that it has developed a solution that holds advantages for retailers, brand owners and corrugators.

Payne’s SRP Edge-Tape system gives retailers a Shelf-Ready Packaging solution that can be opened safely, quickly and easily without damage to on-pack graphics or branding.  The use of a printed Edge Tape can improve on-shelf visibility and if required support own-label brand reinforcement without altering the box design. The end result is a professional, differentiated and eye catching display packaging. Furthermore, when it comes to disposal of the packaging at the end of its life, both tapes are separated from the board during the recycling process ensuring that the recyclability of the board is not affected.

Brand owners can also be reassured that their valued brand image can be maintained post-opening, with the printed Edge Tape improving on-shelf stand out, enhancing the brand and providing further opportunities for promotions.  Payne’s solution maintains box strength by avoiding the need to use perforations or score lines, while the addition of two tapes provides security for the product and raises the possibility of down-grading the board. 

Corrugators can benefit from an innovative SRP solution that meets the needs of both the retailer and the brand owner as outlined above, enabling them to differentiate themselves from their competition during these challenging times.

“By spending time talking to corrugators, retailers and brand owners in order to understand the needs of the industry, we believe we have developed a solution that has advantages for all parties and delivers a next step in the development of the SRP market,” concludes Mike Love.