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Kraft pushes innovation, sustainability

By: Angie DeRosa

November 8, 2011

CHICAGO (Nov. 8, 11:10 a.m. ET) — Kraft Foods Inc. is seeing growth through packaging innovation and an emphasis on sustainability, a company official said at the Society of Plastics Engineers’ Annual Blow Molding Conference in Chicago.

“Sustainability is something that you’re going to have to deal with as the cost of entry” into the North American beverage market, Perfecto Perales, senior director of packaging research for Kraft Foods, said during his Oct. 12 presentation at the conference.

“We’re not just going to find fossil fuels lying around somewhere in the Middle East. That’s why we’re very interested in looking at packaging from renewable resources.”

The company makes its own packaging for hot dogs, bacon and sausage. Kraft also has a small blow molding operation.

Northfield, Ill.-based Kraft defines sustainability as meeting the needs of the present without compromising the ability of future generations to meet their own needs.

According to information on the company’s website, Kraft’s goal is to eliminate 100 million pounds of packaging material by 2015, using 2010 as the starting year.

Perales also mentioned Kraft’s MiO Liquid Water Enhancer product, which is packaged in a patented squeeze bottle with a flip-top closure and non-drip valve. The package is designed to be convenient to carry and hold, and not to leak when thrown into a purse, backpack or laptop bag.

“If you want to have this whenever and wherever you want, that thing better not leak. That is the whole notion of this premise,” Perales said.

The rigid packaging also has a shrink label and an intricately designed valve.

“The integration of all that was not easy,” he said.