560 Novel food packaging The challenge for new packaging solutions is how they and their benefits are made familiar to the consumers. Experts and consumers in the few studies that have been carried out have emphasised the need for information(Anon, 1991 Mikkola et al, 1997; Sherlock and Labuza, 1992). The tools mentioned were both product-related information in the stores and packages and wider campaigns in the media, which is the main source of information for many (Anon, 1991). A public campaign can explain what the indicators and absorbers are, what they are used for and what their limitations are. Providing this information, such as a description of the operating principles, is a basic requirement but it may often not be sufficient to gain public acceptance. In written texts the information tends to be on an abstract level and it does not remove the unfamiliarity of the new applications effectively. Making it possible to observe what the absorbers and indicators look like, and how they work and change in different conditions, makes these devices realistic options fo consumers.As the benefits tend to be on the product rather than the package, consumers need demonstrations with those products that are the target applications of active and intelligent packaging As both information and demonstration are required, the promotion of new packaging devices needs to done carefully. Although information as such is a weak motivator for choices(Mikkola et al, 1997), consumers need to know how the different indicators work, what they tell about the product and also what they do not tell. The open information policy enables consumers to make their own decisions whether to buy the products with indicators and assess how trustworthy they are in different situations. The familiarising process was described in focus group discussions carried out in the UK(Anon, 1991) Participants did not know very much about the TTls before the principles behind the indicators were explained. The attitude towards indicators turned from cepticism to something more positive during the group discussion when different possible benefits and disadvantages were debated The few example studies on oxygen absorbers and time-temperature indicators show that the improved freshness and safety of products are regarded as real benefits by consumers and the responses to these new packaging tools have been positive in general. Monitoring the freshness of the product is an obvious and definite advantage for consumers as it provides better tasting products for consumers. The improved safety may be a more complex benefit for consumers, as it is avoidance of a negative effect. Safety in food products is an attribute that is assumed to be in order if food is sold in the store. Everyone agrees that safety is a crucial quality factor, but when consumers are asked for he reasons behind their food choices safety is not typically mentioned Lappalainen et al, 1998). Also, emphasising improved safety raises a question in consumers' minds about whether the food products have not been safe before As was expressed by consumers in the few studies carried out on active and intelligent packaging, these new techniques may be more beneficial for the food industry and retailers than consumers, but consumers still have to pay the price (Anon, 1991). The worries included the fact that the shelf-life of products willThe challenge for new packaging solutions is how they and their benefits are made familiar to the consumers. Experts and consumers in the few studies that have been carried out have emphasised the need for information (Anon., 1991; Mikkola et al., 1997; Sherlock and Labuza, 1992). The tools mentioned were both product-related information in the stores and packages and wider campaigns in the media, which is the main source of information for many (Anon., 1991). A public campaign can explain what the indicators and absorbers are, what they are used for and what their limitations are. Providing this information, such as a description of the operating principles, is a basic requirement but it may often not be sufficient to gain public acceptance. In written texts the information tends to be on an abstract level and it does not remove the unfamiliarity of the new applications effectively. Making it possible to observe what the absorbers and indicators look like, and how they work and change in different conditions, makes these devices realistic options for consumers. As the benefits tend to be on the product rather than the package, consumers need demonstrations with those products that are the target applications of active and intelligent packaging. As both information and demonstration are required, the promotion of new packaging devices needs to done carefully. Although information as such is a weak motivator for choices (Mikkola et al., 1997), consumers need to know how the different indicators work, what they tell about the product and also what they do not tell. The open information policy enables consumers to make their own decisions whether to buy the products with indicators and assess how trustworthy they are in different situations. The familiarising process was described in focus group discussions carried out in the UK (Anon., 1991). Participants did not know very much about the TTIs before the principles behind the indicators were explained. The attitude towards indicators turned from scepticism to something more positive during the group discussion when different possible benefits and disadvantages were debated. The few example studies on oxygen absorbers and time-temperature indicators show that the improved freshness and safety of products are regarded as real benefits by consumers and the responses to these new packaging tools have been positive in general. Monitoring the freshness of the product is an obvious and definite advantage for consumers as it provides better tasting products for consumers. The improved safety may be a more complex benefit for consumers, as it is avoidance of a negative effect. Safety in food products is an attribute that is assumed to be in order if food is sold in the store. Everyone agrees that safety is a crucial quality factor, but when consumers are asked for the reasons behind their food choices safety is not typically mentioned (Lappalainen et al., 1998). Also, emphasising improved safety raises a question in consumers’ minds about whether the food products have not been safe before. As was expressed by consumers in the few studies carried out on active and intelligent packaging, these new techniques may be more beneficial for the food industry and retailers than consumers, but consumers still have to pay the price (Anon., 1991). The worries included the fact that the shelf-life of products will 560 Novel food packaging techniques