Brasil Pack Trends 2020

BrasilPackTrends2020 97 convenience and simpl icity In the eventful life of the modern consumer, considering the workday, the traffic, and a family in which both heads of the family work, the microwave has become a huge ally in the preparation of quick meals. As such, packages must reach the requirements of such technologies in order to reduce the need of manual work by the consumer, allowing direct use in the microwaves, not just for heating but also for its consumption. Microwaves have become more and more used in the daily lives of consumers. This process is completely different from any other cooking process. Absorption of energy from the microwave field results in an internal heat generation within the product. However, some products are affected negatively by this process, mainly those of crusty nature, which loose this characteristic with the absorption of water vapor during the heating (ALBERT; SALVADOR; FISZMAN, 2012). Relatively new microwave-friendly packaging technology do not just allows quick preparation but offers healthier steam prepared meals and products can be crisped or browned using microwave (HILL, 2010). Examples of packages for preparation or heating in microwaves include Dream Steam (Picture 4.21) and Estersteam (Picture 4.22). Both possess a valve which allows internal pressure control, produced by the vaporization of the water present in the food. Along with the traditional internal cooking by microwaves, there is also external cooking using vapor. After cooking, the vapor created is released by a valve system, while still within the microwave, providing safety for the consumer by avoiding burns upon opening the package. In some cases, it’s still possible to use a modified atmosphere in order to extend the product’s shelf life. PICTURE 4.21 Dream Steam package for microwaves Source: SealPac International PICTURE 4.22 Estersteam package for microwaves Source: MHA Marketing Communications Cryovac holds the Simple Steps technology (Picture 4.23), which associates a skin packaging with a vapor pressure relief system aimed at practicality and safety in heating food in microwaves. The food is heated in its own package; its sides don’t heat up, allowing you to pull the tray from within the microwave. The easy-open seal is only taken off after heating. The permeability of the vacuum package is adjusted to the 4.2 THE PACKAGE AND THE MARKET SEGMENTATION Microwaves and time-saving