Page 37 - Food&Drink magazine July 2021

4TRY ADAPTATION,
NOT REINVENTION Sometimes pack design seems overwhelming because we think we need to create something totally different. That’s not the case. Often a simple adaptation works just as well and can be a real cost saver in the long run.
ANZ-based dairy manufacturer Keytone Dairy needed to better understand local consumers so they could develop a brand platform and identity that held relevance in the Chinese market. We worked with them to facilitate that process. Engaging various stakeholders, from consumers through to chefs, revealed much of what the brand needed for China it already had. Instead of overhauling the brand identity,
we made simple tweaks to imagery and labelling. These small changes resonated well with local consumers and made it easier for local managers to stay on brand.
5
Modern consumers are savvy, better informed, and more socially conscious than ever before. A recent IBM study found cost and convenience were now secondary to brand purpose in the minds of consumers.
There are endless statistics on consumer willingness to pay a premium for eco-friendly products. Even if your product isn’t exactly green, that doesn’t mean your packaging can’t
be. Consider ways to reduce
the amount of packaging waste produced (and, as a bonus, reduce your total cost
of production). You could
IT’S TIME TO STAND
FOR SOMETHING
potentially incorporate plant-based packaging or circular design, too.
Coca-Cola Amatil received recognition in 2020 for its work converting all of their single serve PET bottles to 100 percent post-consumer recycled PET resin (rPET). This industry-first translates to 70 per cent of all bottles sold by the company in Australia coming from rPET, with a total reduction in virgin plastic use of 16,000 tonnes a year. ✷
CLOCKWISE FROM MAIN:
Collaborate: Hey Tea is constantly reinventing itself with different companies.
Fizzer: Coca-Cola Amatil (now CCEP) was the first to produce a completely recycled bottle for carbonated beverages.
Household name: Tim Tam biscuits tapped into Australia’s natural landscapes, flora, and fauna in its seasonal series.
Tweaked: Keytone only needed to tweak its design for new markets rather than a complete brand overhaul.
PACKAGING
An Australian based company brings to market
genuine innovative
packaging technologies
that will positively impact people and our environment.
A new patented recyclable nano-tech solution for escaped plastic packaging. Decomposes in natural conditions, plastic to be plastic no more.
No microplastic or toxicity
No disruption to the manufacturing process
No commercial treatment required
Available for rigid, flexible and frozen food packaging Perfected for virgin and/or recycled plastic
Global clients, ample supply
End-user or raw material
A new patented germ repellent packaging technology that makes food packaging 99.99% germ/virus free and safe to share.
Edison award-winning
Water-based and oil-based
Does not affect paper printing quality No heavy metals
FDA and EU food safe
Strong adhesive
e. sales@paktoearth.com.au • p. +61 2 9170 8899 or visit www.paktoearth.com.au
www.foodanddrinkbusiness.com.au | July 2021 | Food&Drink business | 37