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Brasil
PackTrends
2020
97
convenience and simplicity
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