Het kiezen van een Copacker

Dit verpakkende uiteinde is een uittreksel van „het Kiezen van en het Gebruiken van een Copacker“ door John E. Het meeslepen, Ph.D. Het wordt gepubliceerd door De Universiteit van de Staat van Noord-Carolina.

De Universiteit van de Staat van Noord-Carolina Ministerie van de Wetenschap van het Voedsel rangen onder de hoogste afdelingen van de voedselwetenschap in het land. Deze erkenning is het resultaat van voortreffelijkheid bereikte op alle gebied van de opdracht van de universiteit: het onderwijs, onderzoek, en uitbreiding.

Alvorens u copacker bezoekt

Alvorens een copacker te kiezen, doe uw thuiswerk. U zou bedrijfs en marketing plannen op zijn plaats moeten hebben die uw productbehoeften in termen van grootte en type van container, aantal eenheden per bepaalde periode, prijs aan de koper en verkoopprijs schetsen. Het kleine Centrum Bedrijfs van de Technologie en van de Ontwikkeling kan van hulp zijn. Breng technische hulp van een universiteit, een adviseur of een het testen laboratorium ertoe om behoeften aan productstabiliteit en veiligheid te bepalen.

Zodra u de productinformatie hebt gevestigd, schrijf voorbereiding en procesinstructies. Schrijf specificaties voor ingrediënten, verpakkende materialen, regelgevende naleving, en afgewerkt product.

Bereid een controlelijst van behoeften voor u van copacker hebt.

• Zult u de hulp van de productontwikkeling zoals veiligheidsbepalingen, kleuring, stabilisatoren en emulgators, of bewaarmiddelen vereisen?
• Wat speciale productzorgen zoals zijn; zuurheid, thermisch proces, gekoelde ingrediënten, gekoelde productopslag?
• Zijn er speciale ingrediëntenzorgen?
• Zal het product gespecialiseerde ingrediënten in termen van verscheidenheid, functie, of stukgrootte vereisen?
• Is zal ingrediëntenvoorbereiding zoals hakt onsite die, het pellen, het uitboren, of het zoeten noodzakelijk?
• Kunnen de ingrediënten gekochte gebruiksklaar zijn?
• Zijn er alternatieve bronnen voor gespecialiseerde ingrediënten?

Raadpleeg uw procureur en verzekeringsdrager. Wat vinden zij u van uw copacker zou moeten vereisen? Zal een bezoek ter plaatse voor hen noodzakelijk zijn?

Herinner me, schaal-omhoog van productie van de huiskeuken aan eerste installatie kan de proef onverkoopbaar of onbruikbaar product produceren. Factors such as rate of heating, agitation during incorporation of ingredients, holding at high temperatures and pumping can affect ingredient functionality and product appearance. Adequate product development prior to the pilot run will minimize this, but unforeseen factors may still cause differences in product.

How will the final product be distributed? If it is to be shipped to a central warehouse, what requirements will you have for the copacker? Many companies are under mandatory solid waste reduction. Will the product be shipped in boxes or overwrapped trays? On which kind of pallet shall they be furnished? Should the boxes be overwrapped or glued to keep them on the pallet?

Will you need storage of ingredients, supplies, or finished products? Will you need the copacker to order or ship these materials? How much inventory will you need to have on hand?

Will the potential buyers of your product require that the food be manufactured under particular quality, safety, or certification systems such as HACCP, ISO 9000, Kosher or Halal? Do regulations require USDA compliance, or certification for low-acid canned foods or acidified foods? Is there mandatory HACCP compliance required? Is a third party audit required?

Using a Copacker

This packaging tip is an excerpt from “Choosing and Using a Copacker” by John E. Rushing, Ph.D. It is published by North Carolina State University.

North Carolina State University’s Department of Food Science ranks among the top food science departments in the country. This recognition is the result of excellence achieved in all areas of the university’s mission: teaching, research, and extension.

What is a copacker?

Copackers manufacture and package foods for other companies to sell. These products range from nationally-known brands to private labels. Entrepreneurs choose to use the services of copackers for many reasons. Copackers can provide entrepreneurs with a variety of services in addition to manufacturing and packaging products. They can often help in the formulation of the product. The copacker may function only as a packer of other people?s products or may be in business with his own product line. They may be, in fact, manufacturing several competing products. The range of services available from a copacker will vary depending on the size and experience of the copacker and the type of facilities and the capacity of their plant.

What are the advantages to using a copacker?

There are many advantages to using a copacker. The most obvious is to reduce startup costs for the food entrepreneur. Capital costs of equipment and facilities can be enormous. Using a copacker allows one to more accurately predict overhead costs due to manufacturing. Using a copacker can also reduce lead-time in getting a product to market. Choosing a copacker who already has processing lines in place almost makes manufacturing, packaging, and labeling a food product a matter of placing an order. The copacker may have experience with similar products which is transferable to the product you wish him to copack.

With established business, the copacker will usually have the proper regulatory certifications, lines of credit for purchasing supplies and ingredients, insurance, food industry contacts and sources to get the job done efficiently. They should be familiar with quality parameters, food safety requirements, and shipping needs. They will have the proper facilities for receiving and storing ingredients and can arrange storage of finished product. Some copackers will offer other services for entrepreneurs such as product stability testing, nutritional labeling, formulation assistance, ingredient substitution, and other product development services. In addition, they can offer suggestions on packaging and labeling the product, usually based on the types of filling, capping and labeling equipment in their facilities. They can direct you to professionals who can assist you in the design and marketing of your product. They usually offer the advantage of buying supplies and ingredients in bulk. They can arrange palleting and shipping to meet the needs of the buyer. costs due to manufacturing. Using a copacker can also reduce lead-time in getting a product to market. Choosing a copacker who already has processing lines in place almost makes manufacturing, packaging, and labeling a food product a matter of placing an order. The copacker may have experience with similar products which is transferable to the product you wish him to copack.

What types of obstacles might an entrepreneur face?

In addition to the above advantages for using a copacker, food entrepreneurs may face a variety of obstacles to manufacturing their own product. They may not possess the experience and expertise necessary to manufacture a food product. There may be zoning laws, which restrict certain business activities on the entrepreneur’s property. Loss of economies of scale for the entrepreneur may be such that the cost of the ingredients and packaging may be prohibitive.

Packaging That Sells

For the last couple of weeks I have been covering the negative impression that consumers have about packaging. I have tried to dissect all of the ranting and raving from nay-sayers about packaging that doesn’t work.

Just last week Britain’s National Federation of Women’s Institutes (NFWI) launched a campaign highlighting supermarkets wasteful packaging policies. Granted this was in the UK, but similar initiatives could happen here. I checked it out briefly and I don’t get it. They are complaining about an packaging that keeps the food protected and sanitary. We need to be prepared and be aware that there are nonsensical reasons that your packaging may come under fire. Just be sure you are covering all your based and anticipate in advance when you might have a problem.

The main thing to visualize is that the role of packaging has changed. Detractors just don’t understand what the package really does. It’s no longer enough for the package just to get product to the retail environment in a satisfactory condition, now it has to “sell” the product too. Packaging plays an integral role in the decision to purchase a product or not. The problem is that what the consumer desires is constantly changing. Market trends come and go. I have mentioned growth niches occurring in the food industry before. Corresponding to the growth are niches that are declining too. Just like I stated “In What’s In Your Bottle.” Bottled water sales recently surpassed soda sales. I was beginning to think the bottled water market was tapped out too. But creativity never ceases to amaze me. We are still welcoming new bottled water product introductions and there is a market for even the most esoteric consumer.

It’s important to understand the evolution of the package because now products are using the packaging as the primary sales tool. Gone is the day of the sales clerk who answer your questions about the product. The role of the package is no longer passive. Its has to “speak” to the consumer both literally and figuratively. (Talking packages are the wave of the future.) Think of all the great packaging applications available if your package talked and could tell you how old the product was, what you should serve it with or that you need to buy this companion product. What a sales tool!

That’s only a fraction of what the new packaging can do. Most importantly, it is imperative that you think about your product package. Does it “connect” with the consumer? In a sea of sensory overload what is going to make your package different? It could be shape, color, size, uniqueness of design or even smell. Are you utilizing any of the new smart and intelligent applications packaging applications? Does you package fulfill a need and explain in clear concise statements the benefits of buying your product. Is it easy to read and understand?

So start your analysis by viewing your package from the eyes of the consumer. If you are buying it, what’s going to compel you to pick it up off the shelf? Is it just sitting there lost amongst rows of competitive products? Think in terms of your package calling out to you “buy me, buy me.” Does your product do this? If not, your package isn’t doing its job. It must persuade the consumer to purchase the product. Thinks about some of the latest packaging innovations and how to incorporate them into your product packaging. Consider the consumer mind set. Is your package perceived in a negative light negating the benefits of the product within?

All these questions need to be answered. Don’t simply to address them in the initial package design; it’s an ongoing process. As I mentioned at the beginning of this piece, the consumer is a moving target and your package has to move along with them in the right direction. Be sure the consumer you are trying to capture receives the right message.

Here are a few types of packaging coming under fire by consumers that could impact your success or failure:

• Products that are perceived to be over packaged
• Products that are in clamshells
• Products that are misleading as a result of the claims on the packaging
• Products that are in packaged materials deemed environmentally unfriendly
• Packaging that doesn’t work
• Packaging that doesn’t deliver as promised

So think about your product packaging right now and determine whether it is helping to sell your product, or not.

About the Author:

JoAnn Hines is the Chief Executive Officer at J.R. Hines International, a firm providing consulting services in the packaging industry. For over 30 years, Ms. Hines has been engaged in packaging trends, forecasting, ideation/brainstorming and implementing innovative new packaging technologies.

Need insights on packaging trends that can impact your business? Get the Packaging Diva on your team. Visit PackagingUniversity.com to find out about the latest packaging innovations.

Selecting A Contract Packager

Contract packagers (or co-packagers) can offer expert, cost-efficient, practical solutions to help you initiate, organize, streamline or improve your packaging or packaging operations.

The secret is finding a co-packager who can offer the specialized services you need. Here are some important points to consider when selecting a co-packaging service:

• Determine, as closely as possible, the nature and scope of the problem to be addressed, and the specific problem or task that you would like the co-packager to work on.
• Consult this website to find professional co-packagers with the specific expertise you need.
• Identify co-packagers with the expertise you require. Conduct a preliminary assessment of each of the most promising and appropriate candidates.
• If you have questions about a candidate’s background, call and ask questions. The key staff at a professional co-packaging service will be happy and proud to discuss the company’s qualifications to solve your problems, the staff’s professional experience, offer references, and supply any information needed to help you make your decision.
• Interview by phone or in person the most promising candidates to verify that their experience matches your needs.
• Find out if the candidate is an active, professional co-packager. Be sure to ask any question that might have a bering on a contract packager’s qualifications. What types of projects has the company worked on in the past? How long has the company been in operation? How big is the company? What size company does the contract packager most frequently work with? How are fees typically determined? How many of the contract packager’s accounts are repeat business? Is it a member of and active in the Contract Packaging Association?
• Meet the key staff. Make sure you are introduced to the quality control and operations people. The managerial and supervisory staff should have extensive experience in your industry with an understanding of your markets and a strong engineering background. The co-packager also should have training records for inspection by a prospective customer for the asking.
• Visit the facility to check out the housekeeping. A co-packager should be agreeable to letting you view the premises unless it would violate a confidentiality agreement.
• Once you’ve finished the interviewing process, request project proposals from the contract packagers whom you are seriously considering hiring. Make sure the final proposal(s) contain well-defined “Scope of Work,” “Services to be Provided,” and “Description of Fees” or “Fee Schedule” sections.
• Consider what is not in the proposals as well as what is: production rates, number of shifts, penalties for order changes or cancellation, storage for raw materials and finished product, and so forth.
• Resist the temptation to base your decision on price alone. A co-packager should ultimately act as an extension of your business. Often, what appears at first to be a more expensive contract packaging service will more than make up for the difference in the fees by saving you more money and solving your specific problems more efficiently.
• After you’ve fine-tuned details and reached an agreement on the co-packager’s proposal (particularly the “Scope of Work” section), sign a contract and/or issue an appropriate purchase order.
• Provide input, support and on-going interest to the co-packager thoughout the project. Bear in mind that you may be asking the contract packager to become familiar overnight with the knowledge of systems, technology and product quirks your company has had years to develop and work through.
• Be open to suggestions. Contract packagers are innovative, versatile and accustomed to efficiently working within narrow time frames. From experience, they often can suggest minor modifications that will save your company time and money.
• Be sure the co-packager knows and your organization understands that the contract packager is working for an executive within your company with sufficient authority to ensure that the contract packager has the full cooperation of everyone involved with the project.

If you are ready to hire a contract packager, please call us today!

How To Package A Cause To Sell More Products

What is “cause marketing” anyway? I think it is a misunderstood concept for the vast majority of people. The definition for this type of campaign came from the Cause Marketing Forum. (Note: It is not the endorsement of a product by a celebrity to sell more products.) We will touch more on celebrity marketing and product packaging in a future issue.

When I spoke at the M2W conference about cause marketing to women, I was surprised to find other speakers talking about the same issue. The problem was that all of us used the same example of supporting a cause (breast cancer) in marketing to women. I know breast cancer is an important issue and companies like Yoplait and Eveready have done an excellent job in using this as a marketing tool. Unfortunately, it’s really sad when experts use the same example to illustrate cause marketing. This begs that there are a lot of missed cause marketing opportunities out there.

There are many excellent causes that make great opportunities for enhancing your packaging’s “sale appeal” too. I found a very interesting example from Celestial Seasonings tea packaging. The graphics on packs of two new teas feature woman wearing a designer style red dress icon and provide educational information about women’s risk of heart disease. Additionally, Celestial Seasonings pledges a portion of the proceeds from the sale of new teas to WomenHeart. They also donate up to $100,000 generated from the Red Dress pin offer featured on 17 million tea boxes. In addition, they expanded on the theme with other media events.

What about the message on bottled water? “Buy Water, Help Children.” Does it work for you? Their founders hope so because that’s the idea behind Ethos bottled water. In a crowded marketplace (there are more than 800 different brands of bottled water) Ethos sets itself apart through its social mission. Can this product connect though its product packaging?

Two weeks ago I wrote “The Power of the Package” and discussed how mainstream marketers are losing out with conventional advertising. I offered information on the importance of how your packaging needs to engage, evoke, and engross the consumer with the right marketing message.

Just this week Ad Age reported that a new book reports that 37% of all advertising is wasted. The book by marketing industry veterans, Greg Stuart and Rex Briggs, details a five year research project that tracked $1 billion in ad spending by 36 major marketers and concluded that 37% of all advertising spending is wasted.

I agree that it is wasted. I have been studying this issue for a while and looking at advertising marketing messages (especially on the packaging). I wonder every time I see a new campaign at whom is it aimed. Most the time it’s totally unclear to whom the product is aimed. Despite all that is being written about marketing to various demographic groups, they still don’t get it in the advertising messages. Major demographic markets are overlooked. In fact, I will be speaking about some important demographics at two upcoming conferences.

So think about causes that your company can identify with. Consider causes where there is synergy between the message and the product. Don’t just pick a cause for a marketing gimmick. It needs to complement and expand your brand.

How can you integrate the cause into your product packaging? Can you successfully create a compelling message? Will the “cause” and the manner in which it is portrayed on your product packaging engage the consumer and get them to pick your product up off the shelf?

Cause marketing is a valuable and innovative marketing tool. Successfully utilized it can get expanded media coverage at different times during the year.

So, think about the causes that make sense for your product. Integrate them into your marketing plan. Look at the calendar and see where you can capitalize on your product packaging with branded cause campaigns and plan your marketing accordingly.

About the Author:

JoAnn Hines is the Chief Executive Officer at J.R. Hines International, a firm providing consulting services in the packaging industry. For over 30 years, Ms. Hines has been engaged in packaging trends, forecasting, ideation/brainstorming and implementing innovative new packaging technologies.

Need insights on packaging trends that can impact your business? Get the Packaging Diva on your team. Visit PackagingUniversity.com to find out about the latest packaging innovations.

5 Packaging Tips

When you are getting started it’s so hard to understand the integral role packaging has to play in marketing and selling your product. Put simply, it’s one of the most important product decisions you will have to make.

There is a universe of packaging suppliers, materials and even regulations. Not to be overwhelmed, it is easy to navigate if you take it one step at a time. It is a process just like any other component in product development. They key is to know which packaging factors will influence your product’s success or failure.

Here are five vital packaging tips you need to know as you start on your journey that packages your product to sell.

1. You can’t have a product without a package.

Just think about potato chips and eggs for example. How could you sell them unbroken and undamaged without a package? You have to be able to transport a product from point A to point B. The package is what makes it happen. Even if your product is not fragile, it can’t get into the buyers hands in a shop worn condition. Consumers will never buy it.

It’s interesting how packaging is evolving. In many cases, there would be no product without the package. Take something as simple as toothpaste. Whether it’s in a tube or in a pump the package plays an integral role in making this product work. It is so ordinary that many people never stop to consider this fact: Where would toothpaste be without a package?

So ask yourself these questions:

• Is your invention going to need a package that is part of the actual product?
• Will the packaging be more of a protective device to convey the product?

Whatever the answer might be, it’s time to start thinking about how the packaging is going to impact both shipping and merchandising.

2. The packaging could cost more than what is inside.

The rule of thumb is that the package should be 8-10% of the total cost on average. 10% of every dollar spent at retail is directly attributable to packaging. But that cost can vary dramatically with the product being packaged. The proportion of cost is lower with high ticket items and higher with commodity items as well as products in which the packaging is a bigger component than the product itself.

Let’s talk potato chips again. Packaging is a much higher cost in an item like this. You have a few chips and a bag but don’t forget that besides the bag there is a master shipping carton that contains the bags of chips. This is one of the hidden costs that many people overlook.

So think about not only the primary package (the one that is going to be seen at retail) but any other packaging materials that you will require to transport, ship or convey your product to its ultimate destination unbroken, not damaged, not tampered with and arriving in pristine condition.

3. Your package has to sell the product not just protect it.

The average consumer spends just 2.6 second making a decision whether to pick up your product or not. So your packaging better be on target to the right audience with the right message. Just stroll through any retail that merchandises similar products to yours. Overwhelmed by the competition? You bet!

And that’s just the beginning. Who is going to buy your product? Do you know? Are you aware of what language, colors, design and packaging materials that appeals to your target demographic? This can make or break whether your product sells or not. Ask yourself who do I want to buy my product and what packaging attributes will appeal to them?

4. Most packaging materials suppliers require large quantity orders.

It’s hard to find a supplier for small quantities. The double edged sword is that you don’t have large orders when getting started. The number one question I am asked is how to find a vendor for small quantities. In many cases, this can be a challenge but it is not impossible.

I know you have this exotic design concept on your head that’s just going to “wow!” them at retail. The reality is that in many cases you will have to start with stock packaging items that you can customize. As you get more orders or are able to order in larger quantities you can upgrade your packaging designs.

Don’t be discouraged. The stock design world has come a long way with innovative designs and materials. With a little innovation and creativity, you can have that prestige look on a start up pocketbook.

5. Packaging trends and innovations can influence whether your product will ever get onto the stores shelf.

In January of every year, I write a trends piece about where I believe the packaging industry is going for the year. This covers not only the hottest packaging trends and innovations but outside influences that can drive the retail industry. Many influences can be outside of your control. The secret is in knowing what is going to be the “issue” of the future or what might be mandated as a “must have” in your product packaging.

There are external factors that can dramatically change what the consumer wants or demands in their product packaging. What do you know about RFID, product integrity and product security, bio-resins and bio-plastics, environmental sustainability, smart or intelligent packaging? If you are like most inventors the answer is not much. But these packaging concerns are the wave of the future. Chances are one or more of these factors will be discussed when your try to get a buyer to commit to carrying your product.

Many requirements mandated but big box retailers such as Wal-Mart and Home Depot drive smaller retailers in the same direction.

I’m not trying to scare or overwhelm you with decisions that you are not prepared to make. I am trying to point out a few of the facts you will need to be aware of and consider in product packaging. The time to address these issues is at the point when you prepare your product for market not at the end when many times it’s too late.

About the Author:

JoAnn Hines is the Chief Executive Officer at J.R. Hines International, a firm providing consulting services in the packaging industry. For over 30 years, Ms. Hines has been engaged in packaging trends, forecasting, ideation/brainstorming and implementing innovative new packaging technologies.

Need insights on packaging trends that can impact your business? Get the Packaging Diva on your team. Visit PackagingUniversity.com to find out about the latest packaging innovations.

Packaging The Truth

The Prevention Institute, a nonprofit health advocacy group out of California, studied 37 heavily marketed foods with pictures of fruit on the packaging. Fifty-one percent of the products contained absolutely no fruit, a few had minimal amounts!

Yikes, you have to be vigilant on all of these fruit claims!

Just take a stroll down the fruit juice isle and try to figure out which product is real 100% juice.

We all have had that experience of buying something based up its package or label and then find out what is inside is not what we expected. I know it’s wishful thinking that we can believe all those fantastic marketing claims (a lot of people do as evidenced by the product’s popularity). Think get thin quickly, eliminate wrinkles in 10 days and, the new favorites, protect your heart or lower your cholesterol. The last example is a tribute to the fact that marketers are finally talking advantage of marketing to an aging population.

Consider the recent flurry of activity regarding misleading claims on trans-fats. Companies are taking this seriously and changing their claims.

People are concerned with what we perceive to be “healthy” as listed on the package’s ingredients statements and then find out that it is misleading or false. Some claims (even though they are within the context of the law) can lead consumers astray by giving foods an undeserved “aura of health.”

Here is the definition for false advertising which includes packaged goods:

False Advertising—”Any advertising or promotion that misrepresents the nature, characteristics, qualities or geographic origin of goods, services or commercial activities” (Lanham Act, 15 U.S.C.A. § 1125(a)).

So think about that when you are developing your product packaging. Can your claims be substantiated or are you “stretching” the truth, as in the case of fruit pictured on the outside but not actually inside?

I found lots of great information on how to read and understand a packaging label. It is confusing even to a seasoned professional. It is almost as if they are deliberately confusing the consumer into make a purchasing decision. I did a little investigation before writing this article and was shocked by the number of product manufacturers that have been sued for false advertising claims. This is a huge expense to defend the claims or pay to settle one that we consumers pay for in the product price.

From cold sore treatments to orange juice, they all have been sued for making unsubstantiated claims on their product packaging. Things as simple as this lawsuit against cereal packaging claims was aimed at food companies including Kraft Foods, General Mills and Kellogg alleging that “low sugar” breakfast cereals are leading the customer astray.

The suit claims that these cereals are misleading because they are not any healthier than cereals with regular levels of sugar. The food industry, in general, is coming under increasing pressure from food lobby groups and parents, to “clean up its act” and offer healthier alternatives to help combat the obesity epidemic facing America. Sugary cereals are frequently cited by these groups as guilty culprits, encouraging children to eat empty calories instead of nutritional whole foods.

No product packaging is immune. Consider these “hot” buttons currently being scrutinized if you manufacture products that make claims on any of the following attributes:

• Weight loss claims to reduce or lose weight in a specified manner or period of time.
• Healthy choice claims which imply or state benefits to a consumer from consuming.
• Organic or natural food claims that indicate the product is uncontaminated or pure from chemicals and additives.
• Nutrition claims such as rich in vitamin C that can not be proven or the alleged benefits proven.

This is just a start. Look for proof of environmentally friendly packaging and materials to be in the next wave of packaging being heavily scrutinized. Is it really “green” or just “greenwash?”

You can’t stop the lawsuits and media spin; however, you can ensure you do your best to prove to the consumer that what is on the outside of the packaging is also what is inside.

About the Author:

JoAnn Hines is the Chief Executive Officer at J.R. Hines International, a firm providing consulting services in the packaging industry. For over 30 years, Ms. Hines has been engaged in packaging trends, forecasting, ideation/brainstorming and implementing innovative new packaging technologies.

Need insights on packaging trends that can impact your business? Get the Packaging Diva on your team. Visit PackagingUniversity.com to find out about the latest packaging innovations.

Predatory Packaging

Predatory packaging it’s out there… and it’s everywhere. It could be targeting you, your family, your loved ones. We have heard those terms bandied about, but just what exactly is predatory packaging?

Predatory packaging refers to using deceptive packaging or packaging that promises one thing and delivers another. Simply put, it’s when any group or person deems a package is using unsavory marketing or advertising practices to lure consumers to purchase their products.

Remember when in 1988, R.J. Reynolds introduced its Joe Camel cartoon icon to market Camel cigarettes? The fervor came from everyone from Ralph Nader and anti-tobacco groups to the Centers for Disease Control and conservative tobacco-state lawmakers. They insisted that Joe Camel on the package, and cigarette ads in general, were created to lure teens into buying cigarettes. The packaging was cool, hip and definitely kid friendly. It put consumer advocate groups in an uproar.

Soon, R.J. Reynolds is launching a new cigarette aimed at female smokers called Camel No. 9. It comes in a pretty pink package (the same color as the breast cancer awareness campaign insignia) as if pink will make women flock to buy them. The package has a hot pink camel emblazoned in the middle of a black box and a hot pink foil cover. Make no mistake that this package is designed to appeal to women, predominately a younger audience. With all the negative publicity surrounding smoking, would you consider this predatory packaging? Was this cool package created to lure a younger generation of female smokers?

Or take the Center for Science in the Public Interests’ claim that the marketing of sweet-alcohol beverages, like Budweiser’s famous bullfrogs, stimulate teenage drinking. In fact, the latest claims about predatory packaging are alcohol related.

A new alcoholic beverage called Spykes is on the prowl for a younger audience or so parents claim. The Anheuser Busch beverage comes in flavors (mango, lime, melon and chocolate) but it’s also infused with caffeine and energy herbs ginseng and guarana. And it comes in a tiny bottle that’s easily hidden from a parent’s or chaperon’s watchful eye. Is this considered predatory or are kids going to drink anyway regardless of how it’s packaged?

Some mothers think so. One writes, “Today’s kids have cash and they are a VERY powerful consumer! Take a look at Axe and all of the new cologne packaging with Warning Instructions that you may be attacked by the opposite sex if you use this product. Sweet Jesus!”

Another new alcohol product that emphasizes convenience and ease of use that has been targeted by parents is the Pocket Shot. Pocket Shot (which I found quite revolutionary in its packaging concept) is a new way to enjoy hard liquor. From their website “No longer will you need to carry full size bottles. Each Pocket Shot is sealed in a near unbreakable, flexible, squishable, pocket stuffable pouch making them perfect for active activities, outdoor adventures, and glass restricting venues.” Will this product lure a younger consumer though ease of use and ability to hide discretely?

Here is another example. In September 2002, the Federal Trade Commission (FTC) reported that false claims were common in weight loss advertising, with many “grossly exaggerated or clearly unsubstantiated performance claims” of particular concern. So what about the weight loss products that continue to tempt us to purchase them despite the fact that most of us know deep in our hearts that they don’t work. I’m personally swayed to buy the NV Rapid weight loss product just because of its intriguingly shaped package, never mind what’s inside. But are they eliciting sales with misleading information on the packaging on the uneducated, ill informed consumer with unsubstantiated claims they can’t deliver?

Last but not least what about all the male impotency drugs out there capitalizing on male psyche? Lots of products purport to help the problem. Take Enzyte for example. If you’ve watched CNN, ESPN or a few other cable channels chances are you’ve seen “Smiling Bob” pitching the pill that supposedly induced his silly grin. But does this product and its packaging really work or is it just another in a long line preying on hopeful consumers. You decide.

Whatever the product, the consumer it targets depends upon a variety factors. What’s predatory packaging for one may be an innovative packaging concept for another. But just in case you are one of the unsuspecting few, be on the lookout for attacks by predatory packaging hoping to lure you into making an unanticipated purchasing decision or sway for example your children to try it out. Remember the old adage, “let the buyer beware!’ But even more important let the manufacturer beware too, the very consumer you are trying to lure may end up rejecting the very product you are pitching.

About the Author:

JoAnn Hines is the Chief Executive Officer at J.R. Hines International, a firm providing consulting services in the packaging industry. For over 30 years, Ms. Hines has been engaged in packaging trends, forecasting, ideation/brainstorming and implementing innovative new packaging technologies.

Need insights on packaging trends that can impact your business? Get the Packaging Diva on your team. Visit PackagingUniversity.com to find out about the latest packaging innovations.

Packaging Inventions That Save Lives

I just returned from speaking at an invention show on how to package your invention to sell. I saw a lot of great, innovative products that had a lot of merit. Some of them could become the next, new, “hot” consumer product. However, what struck me the most was that everyone focused on what they were developing not whether it would appeal to the consumer. They seemed to even ignore a consumer need for their product.

I watched American Inventor while I was in away and that same judgment was reinforced. People invented things that had absolutely no market potential whatsoever. Not matter how clever, catchy or innovative the packaging might be to lure the consumer into the purchase, it can’t save these inventions from an unmitigated disaster.

It got me to thinking about unfulfilled or unmet needs of the consumer. These are needs that we all face, whether we know it or not. How does the package play a role in satisfying a consumer need or creating consumer satisfaction?

Look at the growth of the prepared or ready to eat market. All these new food products have been developed because the packaging allows the product to be created. Without the package, the product couldn’t even exist. The consumer’s lack of time is a major unfulfilled need and consumer goods companies are creating products that address that demand

Take an everyday item such toothpaste. Where would we be without the package? Consumers never even think about why that product package was created and how it works to contain and dispense the product while keeping it sanitary. The toothpaste tube fulfilled a need.

The next great wave of packaging innovation and inventions will come from problems not yet resolved or ones that haven’t hit the consumer awareness button. Be aware of issues such as security and integrity of the products we buy and consume. Look at all the recent flourish of product recalls and contamination issues: pet food, peanut butter, common everyday items that could kill you or your pet. Are consumers getting worried and paying attention? You bet! Just from the pet food issue alone there has been a slow down of pet food sales and an onslaught of people making homemade pet food.

Getting back to toothpaste, have you read about the Chinese counterfeit toothpaste that is here in the US? It’s quite obvious (according to what I saw in the news) that by looking at the packaging (misspellings and so on) that it’s not a legitimate product (that is only obvious if you read the package, of course). The warning signals are there for the consumer to see. But what if the packaging looks normal and the product inside is contaminated? In the next wave of innovation, the package may tell us if the product is bad, contaminated or counterfeit. Seriously, the package may talk, change colors, or do a myriad of other things to inform the consumer to be wary.

A packaging company just sent me this staggering statistic. “Product tampering at the retail level is growing at more than 13 percent each year.” That’s scary. So, what is your packaging innovation that could nip that in the bud or prove that the product had been tampered with before the consumer purchased it? That is a huge an unmet need. It is an important one because most consumers don’t recognize until it’s too late. Remember the Tylenol poisonings? That created havoc, after the fact. It created a whole new category of product packaging “tamper-evident.”

So think about future consumer issues. Product security is going to continue to grow. We have just seen the beginning of the consumer’s awareness to it. Can you create a packaging innovation that will inspire trust and create peace of mind? Think about the untapped market potential and opportunity for the next packaging invention that can save lives.

About the Author:

JoAnn Hines is the Chief Executive Officer at J.R. Hines International, a firm providing consulting services in the packaging industry. For over 30 years, Ms. Hines has been engaged in packaging trends, forecasting, ideation/brainstorming and implementing innovative new packaging technologies.

Need insights on packaging trends that can impact your business? Get the Packaging Diva on your team. Visit PackagingUniversity.com to find out about the latest packaging innovations.

Packaging Is Our Friend

With all the flurry of activity around the plastic bag and water bottle bans at airports, I thought it was time to reiterate the positive role packaging plays in modern society. The role of the package has changed over the years from functioning as a simple container to becoming an integral part of our society. Yet most people aren’t aware of the package’s important aspects or don’t understand how it works. They just know that it exists especially when they perceive it as a problem.

I just participated in a discussion thread that came about from an article entitled “Common Ways to Waste Your Money.” Surprise, surprise. Packaging was on the list (bottled water too) of wasted money ventures. I’m not sure who came up with the list but it contained 19 different items ranked in no particular order. I couldn’t resist reading what people were saying about the “lowly” package.

The vast majority of the discussion thread on packaging revolved around all the bad things that packaging supposedly adds to the waste stream, over packaged and excess packaging materials, difficulty in opening and so on. One thing was clear; these people haven’t a clue about what packaging really does for us. The responses were almost comical as if the very products we use appeared magically at the store ready to be purchased, free of all encumbrances (the packaging) and pristine and pure in every regard.

These people need to get real! One person was ranting and raving about bacon and why it is packaged the way it is. I’m not sure how she expects to have bacon available for purchase without the packaging. Perhaps she lives on a farm where they butcher hogs and she can line up at the slaughter house each morning. But what about the other 95% of us that don’t? We shop at the market and expect it to supply what we want, when we need it.

I’m not going to expound in depth on all the “real” things packaging does, but think of the primary responsibilities of the package. On the “short” list: It protects, conveys or transports the product so that it arrives undamaged or unbroken. It educates or tells us what is inside and what to do with it. It sells or persuades us to buy it. It makes it easy for us to use or consume it. Remember, that’s just the short list.

Now let’s look at the issues that arise without the role the package has to play:

• Broken or damaged contents (smashed potato chips and broken crockery).
• How many servings are there?
• What temperature do I cook it?
• Where and how do I plug it in?
• How do I put it together?
• Will it color my gray, help me lose weight quickly, or attract the opposite sex?
• Can it be cooked in the microwave?
• What’s for dinner?
• iPod anyone?

Now who’s real? Sorry to say but there are some real idiots out there. Sure packaging contributes to the waste stream, and yes some things are over-packaged or hard to open but think through your day from the time you get up to your last bedtime snack. How many of those things could you use, do or accomplish without packaging?

So think before you rant. Understand before you condemn product packaging as the bane of your existence. You can’t have a product without a package. Most importantly, packaging is our friend.

About the Author:

JoAnn Hines is the Chief Executive Officer at J.R. Hines International, a firm providing consulting services in the packaging industry. For over 30 years, Ms. Hines has been engaged in packaging trends, forecasting, ideation/brainstorming and implementing innovative new packaging technologies.

Need insights on packaging trends that can impact your business? Get the Packaging Diva on your team. Visit PackagingUniversity.com to find out about the latest packaging innovations.

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