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Elderly Inclusive Design For Pet food Packaging

Packaging is constant within the lives of consumers. Nowadays, everything we purchase is wrapped in bags, boxes, or even wraps. But what happens when the product’s packaging is inaccessible? With over 350 million people living with arthritis worldwide, many elderly and people with disabilities face difficulties opening packaging. The problems they face opening products negatively impact their self-esteem. However, inclusive design can be achieved. Powered by our solutions, Adimax is making strides with its latest flexible packaging.

Who is Adimax?

Founded in 2002, Adimax is a leading pet food manufacturer serving Latin America, Africa, and Asia. They are the largest Brazilian pet food manufacturer and aim to provide good quality products at affordable prices. At the heart of the organization is inclusivity. Their goal is to contribute to social change, which is why creating accessible packaging is extremely important to them. Additionally,  they founded a seeing-eye dog training facility to help their community.

Designing for accessibility and inclusion

Adimax was looking to enhance its customers’ experience. From stores to homes, the company wanted its packaging to be inclusive. Pets bring us together, and no matter your age, everyone should be able to feed the family pet. So they sought out a solution for their high-end product lines Magnus, Origens, Formula Natural Life, and Fresh Meat.

Adimax decided to choose a closure as an initial step for inclusive design and accessibility. They wanted a fastener that was easy, intuitive to use and maintained their pet food’s freshness and quality overall.

Adimax’s line Formula Natural launched braille on their packaging


VELCRO® Brand PRESS-LOK® Closure Helping Inclusive Designed Packaging

After thoughtful consideration, Adimax reached out to our packaging solutions team and they suggested using the VELCRO® Brand PRESS-LOK® Closure System. This hook-to-hook technology perfectly matched the customer’s goals. With a simple squeeze, the closure aligns to create a secure seal you can hear and feel. The packaging is ideal for the elderly and people with disabilities, making the pet food easy to open and close, and therefore accessible.


 “We chose the VELCRO® Brand PRESS-LOK® Closure because it’s an intuitive closing system. The way it is pressed will close perfectly. In addition to maintaining the product’s freshness, it can be opened and closed numerous times without the customer changing the container to store the product. Another function that we loved is associated with the noise generated when opening and closing, since the pets associate this noise with the act of eating.”

Leonardo Dalmagro, Packaging Research and Development Manager, Adimax.


The VELCRO® Brand PRESS-LOK® Closure is a sturdy choice to securely hold heavy bags and is perfect for keeping Adimax’s pet food fresh every time! As a known brand in Brazil, having the VELCRO® Brand PRESS-LOK® logo visible and positioned upright on shelves helped improve pouch presentation in-store as well as brand and product visibility.


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