Sun Chemical launches SunScent coatings

Sun Chemical and ScentSational Technologies have introduced SunScent coatings. The coating allows any printer to incorporate scent directly onto the packaging substrate. The scent stays inactive until consumers handle the package, trigger a release, and experience a product’s aroma.

Available for flexo, gravure and offset coating units, SunScent coatings can be applied directly onto packaging as a spot coating and done in-line, working with any current pressroom configuration. Stock scents are available but custom ‘Signature Scents’ can also be developed.

SunScent coatings are said to be a cost effective alternative to scratch and sniff technology as they are printed directly onto the primary package and do not require any additional steps. The desired scent is applied directly onto the primary packaging, including flexible packaging pouches and other tamper resistant packages that consumers cannot open on the grocery shelf. Additionally, the structure of microencapsulates in the coatings are designed to prevent premature breakage during the printing process while delivering maximum scent release.

SunScent coatings can be designed to release scent at the shelf or during opening and use, enabling brand owners to convey the positive scent and aroma of their products at the point of sale without opening the package. They are available in food grade flavors, as well as fragrances.

‘A product’s scent or aroma can create anticipation and desire in the minds of consumers. If it smells good, they are confident it will taste good, or perform well, and they are more likely to purchase the product,’ said Bob Lorenz, vice president of business development at Sun Chemical. ‘It comes as no surprise that the sense of smell is a differentiator that many brand owners would like to take advantage of. The challenge however, is intriguing customers with the scent while ensuring the packaging is tamper-resistant. SunScent coatings print the scented coating directly onto the package itself so the scent can be released by simply handling the product, rather than scratching.’

‘With the clutter of so many products on the shelf, packages need to jump out to get the consumer’s attention,’ added Steven M. Landau, chief marketing and technology officer at ScentSational Technologies.  ‘Utilizing scent on a package is a major differentiator because it helps communicate product value. A scented package stands out because it entices consumers to pick it up, and if consumers like the scent, it will drive their purchase decision. SunScent coatings harness the very powerful sense of smell to enhance brand presence by engaging customers emotionally and creating a visceral appeal.’

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