Consumer needs are critical for packaging formats | 2021-08-31

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Packaging began as a response to staling and molding of food. Ultimately, though, it’s about fulfilling a consumer need, whether it’s improving soldier morale or providing a satisfying treat.

“The consumer is #1 because if it doesn’t taste good and it doesn’t deliver on the brand promise, the consumer won’t buy it,” said Brian Wagner, co-founder and director of PTIS, LLC. . “Packaging plays a huge role in the minds of consumers in the world of baking.”

The packaging communicates a lot with the consumer. From the brand design and colors on the packaging to the nutrition and ingredients shown on the packaging, consumers look to the packaging to say a lot about the product they are looking for. to buy.

While eye-catching graphics, a brand story, and nutritional information are obvious elements to communicate with the package, even package integrity is key to telling consumers something about the safety and freshness of what’s on offer. ‘it contains.

“We had a problem with frozen desserts where the cartons were crushed at retail and the perception that consumers had of the brand and the impact that would have on consumer trust,” Wagner said.

Secure and sturdy packaging tells consumers that the product inside is protected and fresh. A resealable, tamper-evident closure means they can be sure what’s inside is safe to eat and will stay fresh longer. Tom Dunn, managing director of Flexpacknology, pointed out that longer supply chains, consolidation of bakery and snack manufacturers, and retail labor costs have also driven innovation in packaging.

“Heavy duty plastic trays covered with barrier films replaced paper ‘tipper bags’ and cardboard cartons for baked cookies as shock and vibration forces during transport increased,” he said. he explains.

Likeosland Publishing Company, publisher of Baking & Snack, prepares to celebrate 100 years of providing timely information, news and commentary to professionals in the food industry, we will be publishing a series of articles on all our titles to celebrate the past, present and future of the people and industry that feed the world.

This article is an excerpt from the August 2021 issue of Baking & Snack. To read the full article on Centennial Report: Packaging, click here.

The Universal Product Codes (UPC) in 1973 standardized product identification and tracking and leveled the playing field for products in front of the consumer.

“The UPC printed on snack and bakery packaging has given merchandisers powerful customer loyalty opportunities at the expense of consumer goods brand equity,” Dunn explained. “As a result, private labels now effectively compete with national brands.”

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