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Food Processing News
News Release from: Sirane
Edited by the Processingtalk Editorial
Team on 07 November 2007
Sirane set for major US expansion
The UK premier packaging solutions company, Sirane, has returned from a successful presence at the worldwide Food Expo 07 - held in Chicago, USA
In the same week the Telford-based manufacturer also played its part in the Westminster Food and Nutrition Forum, held at the House of Commons on Monday October 24th Simon Balderson, Sirane director says that 'it's important for our business to be active in commercial fields and in the increasingly important arenas of information and opinion on packaging
This article was originally published on Processingtalk on 18 Jun 2007 at 8.00am (UK)
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It was pleasing and useful to be invited to Westminster on these topics and we hope that the advances in environmental and smart packaging from Sirane are also advancing the understanding and science of food science and nutrition generally'.
Meanwhile in Chicago, significant commercial developments were taking place: 'This was the first major exhibition in the US for Sirane and it heralds the start of a process which will see us setting up manufacturing and development operations across the US continent.
Our exhibits were aimed at introducing our innovative new products to the US and neighbouring countries and we were gratified to receive an overwhelming welcome and positive response to our products.
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It is clear that UK innovations are particularly valued by the American audience, partly due to the reputation for creative endeavours that we have long enjoyed in the UK but also due to the acknowledged sophistication of the packaging market in the UK and Europe'.
Balderson also notes that the US market was very receptive and positive to the Sirane ovenable absorbent pads, rotisserie liners and absorbent cook-in bags.
'None of these products exist in the US,' he says, 'despite the fact that consumer behaviour and eating patterns make them ideal products for this market'.
The excitement and clamour for these Sirane products is so strong that the company is now already shipping trial orders to many customers and distributors.
And a similar response was received for the Sirane microwave susceptor packaging - marketed under the 'Crisp-it' brand.
Again, the Sirane thermally-insulating, absorbent susceptor packaging is unique to the market.
'There are few suppliers off susceptor packaging in the US,' says Balderson, 'and our innovative use of this technology and our unique products were strongly welcomed'.
Balderson adds that 'we were also pleasantly surprised by the strong response to our Dri-fresh Resolve compostable absorbent pads.
It was rumoured that the environmental agenda was somewhat behind that of Europe and that these products would be far ahead of their time in the US market.
This is not the case, there is a strong and growing group or retailers who are actively searching for this type of technology to create fully compostable packaging solutions.
Our extensive experience of providing such solutions in Europe allowed us to provide extensive help.
As a result, we expect significant sales of our Resolve products in the US to begin in the next few weeks'.
Sirane was also busy marketing its innovative Dri-fresh absorbent pad range: Here, the European market is clearly further advanced over that in the US.
Sirane Dri-fresh pads are made using the latest 'air-laid' technology which ensures high absorbency, good wet strength and easy handling at low cost.
Sirane offers an infinite product range covering every size, shape, colour and absorbency as required and the company makes the pads using a unique thermal process without any adhesive.
'In contrast,' notes Balderson, 'the pads commonly used on the US are still made by sandwiching cellulose fluff between two pieces of thin polythene and bonding the structure together with glue.
These pads have a non-absorbent edge, are difficult to handle, are available in a limited range of sizes and colours and frankly, look awful in a meat pack'.
Consequently, Sirane are now working on a plan to make Dri-fresh available throughout the US.
The challenge will be to meet the volume and distribution demands of this market so that all processors, retailers and consumers can benefit from the new technology.
Balderson says that 'we shall also be offering our automated pre-padding equipment which will allow tray-makers to insert pads into trays during the thermoforming process itself as well as allowing processors to automate their padding operations'.
Balderson adds that 'we are committed to serving the US market and are ready to invest in local manufacturing, development, distribution and marketing operations.
We are discussing agreements with relevant associates to ensure that our products will be available in all regions including Mexico and Canada.
This is another exciting development for Sirane and another important step into the global market'.
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