We are starting to see more innovations in packaging across businesses and categories, and some of these are "game changing" packaging innovations. Campbell's Soup at Hand, yogurt in tubes and Dutch Boy Paint represent hundreds of millions in new sales and packaging was critical to their success. These changes are delivering improved consumer benefits (both real and perceived).
We are starting to see more innovations in packaging across businesses and categories, and some of these are "game changing" packaging innovations. Campbell's Soup at Hand, yogurt in tubes and Dutch Boy Paint represent hundreds of millions in new sales and packaging was critical to their success. These changes are delivering improved consumer benefits (both real and perceived). These successes are the result of consumer understanding and tie back to the importance of packaging. Top consumer benefits where packaging can make a difference include: Taste/performance; convenience; nutrition; value/variety; and fun/interactivity.
Now on to ice cream packaging. What was the last big "game changing" innovation in ice cream packaging? We have had a number of incremental packaging innovations including, pearlized polypropylene novelty wrappers, inline convolute wound rounded rectangular or scround (square round two-piece containers) packaging to improve costs. Ben and Jerry's provided a natural kraft board to connote natural, which was a very good integrated solution at the time. But where are the big innovations? As I looked through the dairy cases there just is not much out there. The rounded-rectangular was introduced by Kraft under the Breyer's name in the late 1980s. And now, the conundrum:
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