Page 20 - Packaging News Magazine Nov-Dec 2018

20
DESIGN & DECORATION
Packaging encounters of the convenient kind
Australians are embracing healthier habits than in decades past, but chronic busyness is trumping good intentions, and in turn opening up new opportunities for more convenient pack design. Lindy Hughson reports.
HE Convenience Culture LIVE
breakfast forum, staged by PKN's stablemate Food & Drink Business in Melbourne in October, explored consumer trends driving the explosion of convenience products and the attendant pack-
aging innovation.
Co-founder and director of cre- ative design agency Birdstone Col- lective Iain Blair profiled a number of convenient packaging standouts (see breakout) including Brownes Dairy’s recyclable upside down yo- ghurt pack, SPC’s differentiated fruit puree pouch range, Mentos' new Velcro closure, and single- portion and shelf-stable Always Fresh Olives, as well as the SPC ProVital pack which he describes
as “one of the best all round conve- nience solutions focused on the target consumer”.
When it comes to designing packaging for convenience prod- ucts, he says, the brief should cen- tre on understanding of what is in- convenient.
“As a brand owner you need to ask, what are the aspects of a cate- gory or a product that create frus-
Iain Blair addresses
a crowded house at The Convenience Culture LIVE breakfast forum at the Arts Centre, Melbourne.
trations, the pain points, the things that make the consumer’s life harder?”
While there is much evidence of packaging innovation on shelf, Blair advises brands to keep moving, as the latest packaging advances will in time be taken for granted by con- sumers. “What is convenient now will not necessarily be convenient tomorrow,” he said. ■
NEW PACKAGING THAT’S SOLVING CONVENIENCE PROBLEMS
1BROWNES DAIRY TOP DOWN YOGHURT
The convenience problem solved by this pack is:
“I want to use yoghurt on my meal solutions, I want no mess and to control how much I use.”
The convenient solution is:
a well understood and familiar packaging format that was pioneered by tomato sauce – the inverted bottle with dispensing closure. Benefits: include that the product is always loaded, is clean and easy to use, has a controlled dosing cap, and is easy to store.
2CLIF ENERGY SHOT
The convenience problem: “I am out in the bush and I do not want to litter.”
The convenience solution: a tear-open sachet that keeps the top linked to the pack, which means the consumer only has one
pack to keep and doesn’t have to worry about the small top piece.
Benefits and features: Clever shape of the pouch, easy tear opening, the tear-off section staying intact on the shot pack, and the elimination of waste.
3SPC FRUIT PUREE RANGE
The convenience problem:
“I want to provide a snack for my kids that is not messy and difficult for them to carry.” The convenience solution: Redefining a well established pack format and at the same time introducing a broad product range
and application – kids’ lunch box, tweens after school, and mum who wants healthy energy snack.
Benefits and features: It is a fitment pouch with easy open and reclose and no spill or mess, and all pouches can run on the same filling line.
4MULGOWLIE BEANS
The convenience problem:
“I want an easier way to be healthier, especially more veggies. But what can
I do with them to make it more exciting?” The convenience solution:
On-pack suggestions of recipes that use green beans, design
that stands out on
shelf, and microwave
‘steam’ in the pack.
www.packagingnews.com.au
November-December 2018