DMK consults with mothers to launch new packaging

By Jim Cornall

- Last updated on GMT

DMK partnered with A&R Carton to develop the new packaging.
DMK partnered with A&R Carton to develop the new packaging.

Related tags Dmk Infant formula

Through its Humana brand, Germany’s largest dairy cooperative, DMK Group surveyed mothers in seven countries about their infant formula, which resulted in a new form of packaging for its Humana brand of powdered baby formula.

In order to gain a better understanding of what mothers want and provide them with optimal support, Humana asked mothers to describe what’s important to them. The responses from 6,735 mothers were: Safety, convenience of use, an appealing design, the perfect dosing system and protection against bacteria.

The result is the ‘myHumana Pack’, which has been available for purchase in five countries (Germany, Italy, Spain, Portugal and Poland) since October.

Iris Behrens, head of global marketing at Humana, said, “This innovative packaging makes it possible to prepare baby formula more safely, hygienically and simply than ever before. The ProBalance seal on the packaging is our promise to mothers that our product contains all the important nutrients their child needs to develop naturally.”

Safe preparation

In its search for packaging that could meet all of those mothers’ requirements, DMK brought a partner on board, the manufacturer A&R Carton.

Lars Willner, business area director at AR Packaging of which A&R Carton is a member, said, “More than three years of development – during which we paid particular attention to the strict and increasingly numerous requirements placed on highly sensitive products – have gone into the design of our patented packaging system. The advantages of the packaging, including those with regard to the environment and logistics, are clear: The myHumana Pack is noticeably lighter-weight and has a lower CO2 footprint than current alternative forms of packaging.”

DMK said the packaging is easy to open and reclose: A protective membrane keeps the powder fresh until it is opened for the first time. Barriers against moisture and oxygen protect formula from bacteria and loss of nutritional value – and the large opening prevents the powder from coming into contact with skin unnecessarily.

It added the ergonomic design and practical spoon holder make it possible to prepare a bottle with one hand. The built-in measuring spoon can be used to measure out doses precisely using the lip of the opening. What’s more, all of the packaging materials are free of BPA, mineral oils and chlorine.

The DMK Group is also investing in its Strückhausen facility, which will soon be the Humana brand’s new home base, and thus the myHumana Pack headquarters as well.

Stefan Eckert, COO of DMK Baby, said, “The new packaging is yet another building block in the Humana brand’s strategic realignment; the complete commissioning of the Strückhausen facility in 2019 will continue that development.”




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