Operations will be moved to a third-party co-packer.
The Coca-Cola Co. plant in Dunedin, FL, will close in May, laying off nearly 200 employees, according to a Worker Adjustment and Retraining Notification Act (WARN) letter sent to the Florida Dept. of Commerce on Feb. 6, 2024.
The letter states that layoffs will start April 5, 2024 and end May 31, 2024. All positions and jobs at the facility will be eliminated, and approximately 198 employees will be affected, although it is possible that one or more employees will remain employed for a limited time (no more than 60 days) after the closure to assist with administrative tasks.
The letter also states that employees were notified of the closure 60 days in advance on Feb. 5.
In a statement to local news WFLA.com, a Coca-Cola spokesperson said all volume for the plant will be transferred to a local, third-party co-packer.
“As announced in early 2020, the Coca-Cola Company will close the Dunedin Plant in Dunedin, FL, and transfer all volume to a local third-party co-packer, Peace River Citrus,” the spokesperson said.
“While these decisions are never made lightly, we believe Peace River has the right capabilities to support production of our brands and will put us in the best position for sustainable long-term growth. The transition will be completed by July 2024.”
In the beverage company’s Q3 2023 Earnings Report on Feb. 13, 2024, it said the North American division gained value share in total nonalcoholic ready-to-drink beverages.
Also, the report shared unit case volume declined 1% for Q3, as growth in juice, value-added dairy and plant-based beverages and Trademark Coca‑Cola was more than offset by a decline in water, sports, coffee and tea.
New recyclable and compostable molded pulp packaging from Sabert Corp. elevates the overall takeout and delivery experience for consumers while reducing the environmental impact.
Packaging sustainability hinges largely on the material used. What if highly sustainable foodservice containers were made more convenient by making them hinged?
That’s the reasoning behind a new line of molded pulp (aka fiber) hinged containers and portion cups for foodservice from Sabert Corp.
“As demand grows for sustainable food packaging, we engineered our pulp hinged containers and portion cups to provide the ideal blend of convenience and quality while also being better for the environment,” says Stephny Halstead, VP of marketing and new product development, Sabert. “Our long-standing commitment to sustainability ensures we continue to help reduce food waste and ensure food is delivered to consumers safely and sustainably.”
The containers are suitable for a variety of food including chicken wings, sandwiches, quesadillas, and more.
Sourced from renewable materials including wood fiber as seen in the video of the process above, the recyclable molded pulp products extend the supplier’s popular line of sustainable and compostable products with a design that better meets the needs of foodservice operators and customers. Benefits include…
Easy opening/closing hinged design for consumers and operators;
Strong, robust lock prevents leaks and spills during delivery;
Perforated lids tear away easily for table-ready dining on-the-go;
Durable construction ensures safe transport for takeout and delivery;
Resistance to moisture, oil, and grease for a mess-free dining experience;
Made with PFAS-free pulp and are commercially compostable.
Chris Howell, the company’s director of product management, tells Packaging Digest that “the initial line features six items including three-compartment options.”
SABERT CORP.
The pulp portion cups are designed to serve an assortment of dips and sauces including ketchup, salsa, or dressings. They offer benefits include…
Perfect accommodation for individual portions and small servings;
Availability in the three popular sizes;
Stackable and secure lid fit available in pulp or clear PET;
No-leak assurance to better keep dips and sauces securely contained.
The hinged pulp containers have been favorably received.
“Early customer feedback has been highly positive,” reports Howell. “We are hyper-focused on continuing to develop best-in-class sustainable solutions for our customers.”
New Valentine’s Day packaging for cannabis flower tests the research-backed idea that many consumers will pay more for high-end cannabis packaging.
At a Glance
House of Cultivar’s limited-edition package contains 1/8 oz of a new cannabis strain called Lobster Roll
Labels are printed with UV ink to create tactile effects on a holographic substrate
The results of recent cannabis-market research support the product’s premium pricing
Seattle-based cannabis grower House of Cultivar is releasing limited-edition, collectible flower packaging for Valentine’s Day this year under its Colors by Cultivar brand. The custom package, a colorless glass jar, holds 1/8 oz of the company’s new Lobster Roll cannabis strain.
The limited edition, a run of 250, will be distributed to cannabis dispensaries in the Pacific Northwest. The Valentine’s Day limited edition is the first in a series of exclusive product drops from House of Cultivar that will use short-run packaging designs to explore packaging concepts.
Leveraging consumer insights from recent cannabis-packaging research, the brand owner created premium-quality packaging for the Lobster Roll limited edition — and set the product’s price 18% to 28% higher than its other 1/8-oz flower products.
House of Cultivar collaborated with several partners to create the limited-edition packaging, specifically printer supplier Roland DGA, cannabis researcher Physis + Agency, and label printer GoldLeaf Print & Packaging.
Premium packaging components and labels.
The Lobster Roll packaging design and execution elevate the product vs. the jars and polyester pouches typically used to package 1/8-oz cannabis flower. The high-end package components are distinctive, with a taller-than-standard jar and a large, child-resistant closure that make the product stand out on crowded dispensary shelves.
House of Cultivar
But it’s the label, custom printed on a holographic substrate and featuring textured, dimensional effects, that particularly draws the eye. GoldLeaf prints the Lobster Roll labels using a Roland DG TrueVIS UV printer/cutter and specially formulated UV inks.
The Colors logo on the main Lobster Roll label features a wavy, 3D neon-tube shape, and the UV ink is printed in layers to create texture and visual depth. Thanks to the holographic substrate, the logo appears to ripple as the jar is turned. The substrate also creates an ever-changing rainbow effect that animates the logo’s bright colors.
The label has contoured edges, enabling consumers to see the flower inside the jar. A smaller holographic label on the closure, also with contoured edges, identifies the strain as Lobster Roll.
House of Cultivar uses its Washington-state regulatory compliance label as a tamper seal between the jar and lid.
Research backs up packaging, pricing choices.
The market intelligence behind Lobster Roll’s packaging design and pricing strategy came from a Physis + Agency survey of 1,009 cannabis-flower consumers in states where adult-use cannabis is legal. The survey was conducted December 2023.
The agency’s research report reveals that consumers are willing to pay up to 26% more for a 1/8-oz package of cannabis flower if it is “something special” — packed in premium packaging that is collectible, giftable, or memorable, for example. “Those already paying almost $80 per 1/8 of flower on average are willing to pay $15 more if there is a reason.”
In addition, 72.5% of respondents said they are likely to pay more for a jar of cannabis if the package is collectible or can be repurposed.
Apropos of holidays and gifting, 56.7% of all survey respondents, and 68.8% of millennials, said they would be likely to give cannabis as a gift if the product was in premium packaging.
The bruised brand’s Super Bowl LVIII commercials bring in barrels and bottles, the Clydesdales, and a Labrador to sway core consumers.
At a Glance
The beer can was conspicuous in its absence in the Anheuser-Busch InBev ads during the Big Game
Old School ad taps the positive emotion of the Clydesdale horses … and on-premise packaging
“He hates these cans!” The Jerk, 1979
A Budweiser commercial without a can of beer in sight? Yep. After last year’s debacle with a promotional can printed with transgender spokesperson Dylan Mulvaney’s face that cost the company billions in lost sales, brand owner Anheuser-Busch InBev shied away from cans for Super Bowl LVIII.
The brewer had two ads during the big game: one for Bud Light and one for Budweiser.
The Bud Light commercial briefly showed a refrigerator full of glass bottles of Bud Light before a genie appears to make beer-drinkers’ dreams come true.
To be honest, after the hullaballoo about the Dylan Mulvaney episode, I thought social media reactions would be mixed, if not brutal. What we got was … crickets. But the feed was flooded with football fans trying to win the Bud Light Giveaway and there were lots of cans pictured in the posts. Here are a couple examples:
Truth: People love animals, like dogs and Clydesdales.
For the Budweiser brand, Anheuser-Busch InBev went “Old School” for Super Bowl LVIII.
This 1-minute commercial tells the story of how a small-town American bar is running low of Budweiser, and a snowstorm threatens its regular delivery (by truck, I’m assuming). Thankfully, the Clydesdale horses are ready to step in, and the delivery team loads barrels of beer on a horse-drawn wagon. Tension runs high when visibility becomes so bad even the animals can’t see or sense the road. But, wait, up ahead … is that the dog from the bar? It is! Saved!
Kegs roll into the bar and a party ensues.
Who doesn’t love the Clydesdales and labradors? No one, it seems. (Or puppies! Isn’t video of the Puppy Bowl XX just the cutest? But I digress.) Fans gushed about the Budweiser ad on social media, with one saying the commercial was “The winner of the game!”
Overall, the Bud brands redeemed themselves, earning two of the three top beer ads spots from Super Bowl LVIII:
Will it drive sales though? According to a 2024 Super Bowl advertising study from behavioral research company Veylinx, Super Bowl commercials do boost consumer demand for the products advertised.
I do feel sorry for the ignored beer can, though. What’s a disgraced package gotta do to get out of the dog house with beer drinkers?
Unpacking coffee trends reveals today’s types growing in popularity, preferred packaging materials, and trendy designs.
I’m surrounded by coffee snobs at work — me included. We silently judge those who come to our office and DON’T have a specific preference in their choice of coffee. There are no pods in our office, to be sure. But it’s not our fault. We live in a town that is deemed a “Coffee Destination”.
It’s a distinction of pride because my hometown of Lancaster, PA, has more than 70 coffee shops, including 9 that roast their own beans.
In this locally inspired report I’ll unpack general coffee trends, a nod to notable hometown heroes in my area, sustainability, and of course, packaging trends comprising today’s preferred choices in design and materials.
When viewed by the numbers, coffee is a booming business. The global coffee market is anticipated to reach $134.25 billion in 2024. We know that tea supersedes coffee in many parts of the world, but not here in the US. It was recently reported that 65% of adults drank coffee in the past day alone.
Factors such as the increasing out-of-home coffee consuming population, rapid urbanization, rising ecommerce sales, accelerating disposable income, increasing coffee preference, growing demand for specialty coffee, and rising green coffee consumption are driving the market.
However, growth of the industry will be challenged by weather uncertainties, retail consolidations, supply chain issues, and stringent regulations.
What types of coffee are rising to the top? Here are five.
ANEMIC181/ISTOCK VIA GETTY IMAGES PLUS
Five coffee types picking up in popularity.
1. Coffee Concentrates: Busy schedules demand fast and convenient options. Coffee concentrates, such as cold brew or espresso concentrate, allow for quick and high-quality coffee preparation without specialized equipment or lengthy brew times.
2. Cold Coffee: Cold coffee — like classic iced coffee, premium cold brew, and snap-chilled coffee — will dominate in 2024, catering to fast-paced, on-the-go lifestyles.
The rise in demand for cold coffee is also driven by climate change, with customers seeking chilled beverages year-round.
3. Cold Foam: Cold foam is now centerstage as a topping. It’s relatively low in calories and retains a creamy, meringue-like texture when added to cold drinks. Also, it can be infused with various flavors, including seasonal and plant-based options.
4. Protein Coffee: Protein coffee, or proffee, is gaining popularity as a satisfying breakfast alternative. Made with coffee and premade protein shakes or plant-based protein powders, this trend caters to customers who prefer a protein-packed start to their day.
5. Food-Topped Lattes: Coffee shops will serve lattes topped with food, drawing inspiration from beloved desserts. From freeze-dried strawberry shortcake pieces to apple crisp crumbles, these visually appealing lattes attract customers seeking indulgent treats.
Let’s get physical: Structural trends in coffee packaging.
Determining packaged coffee materials are a complex task due to product requirements for freshness and coffee’s vulnerability to outside environmental elements that pose a challenge for roasters. Also, there’s that first big packaging trend below: ecommerce and all the complexities it embodies.
Ecommerce-ready packaging on the rise: Roasters must consider that the packaging must withstand both postal and courier delivery. Additionally, the shape of the coffee bag may have to adapt to the size of letter boxes.
A return to paper packaging: With plastic being pushed out as a premier packaging choice, a return to paper packaging is underway. Both kraft paper and rice paper packaging have never been more in demand.
Originating from the German word kraft meaning strong, kraft paper is made of a minimum 80% sulfate wood pulp. It’s coarse and exceptionally strong, making it well suited for packaging. It’s sometimes made with a rough surface to prevent bags from sliding off pallets.
The global kraft paper industry exceeded $17 billion last year due to increased demand for sustainable and recyclable packaging materials.
Nowadays, environmental awareness isn’t a trend — it’s a requirement. Sustainable coffee bags, including recyclable, biodegradable, and compostable options are all available, with more options undoubtedly on the horizon this year.
FRES-CO SYTEMS
Fres-co System USA’s NextPak flexible coffee packaging is the first ultra-high-barrier package approved for store drop-off recycling.
A strong focus on anti-counterfeit packaging: Consumers are increasingly passionate about where their specialty coffee originates, and whether their purchases benefit its producers. Sustainability in its broadest definition is a major factor in coffee. The industry needs to rally behind sustainability initiatives that promote ethically produced coffee to support the livelihoods of the 25 million coffee growers across the globe.
Eliminating best-by dates: Food waste is a global concern, with experts estimating it tallies a whopping $17 trillion in loss per year. As a result, roasters are moving away from best-by dates for coffee to reduce the amount of waste sent to landfill.
Because it is more shelf-stable than other perishable items, with only the taste degrading over time, roasters are using roasted dates and quick-response codes as a better solution to communicate key product attributes including when the coffee was roasted.
Now onto design. What visual elements are coffee companies using to catch your eye and your dollars?
Ways coffee roasters persuade your purchase.
This year, we’ve seen packaging design trends that collaborate bold colors, eye-popping images, minimalist designs, and retro-feeling fonts across most categories. Coffee is no exception. Here are examples for three types.
1. Bold Fonts/Shapes: Using typography as the centerpiece is still hot. A burst of color, pattern, and things that don’t quite go together but somehow work. Dark Matter Coffee is a Chicago-based roaster with a huge attitude and cult-like following. As stated in Bon Appetit, Dark Matter started designing edgy, colorful artwork because “coffee packaging can be boring.” They commission local Chicago artists to create their packaging artwork, and release a limited-edition coffee variety monthly featuring that art such as the example below. The company has adapted this same approach with the décor of their brick-and-mortar locations, including a pop-up store at Chicago’s United Center.
It goes without saying that Starbucks has used minimal packaging design for quite some time, but more recently the company has branched out to more creative designs, too.
STARBUCKS COFFEE CO.
2. Minimalism: This trend is seen across all types of products from perfume to dairy, to sweets and snacks, and coffee, too. Minimalist packaging design is a great way to communicate better with consumers at retail. It stands out on the shelf and proclaims with simplicity “this is quality.”
3. 60s meets the 90s: This is simply a way of saying “everything once old is new again…and again. From Nirvana-inspired fonts to designs that look straight out of Haight-Ashbury, the rock and roll ethos of boldness with ideology is back in a big way. A big shout out to my local favorite roasters: Square One Roasters. Their packaging is whimsical, lighthearted, and airy feeling, with wispy illustrations of birds on each package.
SQUARE ONE ROASTERS
4. Everything is a QR code away: It’s all about connectivity. Quick response codes allow brands to invite consumers into their world, whether it’s how to use a product to its best effect, or to explore social media channels. QR codes deliver packaging from long-form messaging because the code takes consumers to video content or animation in new ways. Also, QR codes allow coffee companies the freedom to not have to explain key product details on the packaging, allowing for more leeway in design.
Metsa Board and a Finnish vegetable cooperative commissioned a study to compare cherry tomato packages made of paperboard to one made of recycled PET plastic.
At a Glance
Sustainable paperboard is revolutionizing food packaging freshness and safety
Consumers prefer paperboard as a responsible, eco-friendly choice
Paperboard packaging lowers the environmental impact versus plastic
The journey of produce from farm to table is a complex one, with packaging playing a crucial role in ensuring that fruits, vegetables, and other food items arrive in optimal condition. There has been a recent and significant shift to paperboard packaging in the food industry. This change is driven by a multitude of factors including produce preservation, food safety, environmental concerns, and consumer behavior.
One of the primary considerations for produce packaging is maintaining its freshness.
Different produce items have varied sensitivity to factors like humidity loss and oxidation. For instance, berries and mushrooms lose moisture faster than apples or oranges. Packaging materials are required to have suitable barrier properties to preserve the freshness of the produce and protect it from mechanical stresses during transportation, thus preventing food waste.
Regulatory diversity complicates food safety in global supply chains.
When it comes to direct contact with food, packaging must adhere to stringent safety measures. This includes using materials that do not transfer harmful substances or odors to the food. Compliance with international safety standards through rigorous testing is essential. The global landscape of food packaging regulations is complex, with different regions having varying standards. In Europe and the US, for instance, there are strict limits on substances like Optical Brightening Agents (OBAs) and Bisphenol-A, ensuring high safety standards. This diversity in regulations highlights the complexity of ensuring food safety in global supply chains.
The shift from plastic to paperboard packaging is driven by environmental concerns. Paperboard, derived from renewable resources, contrasts with plastic, predominantly produced from fossil fuels. This shift aligns with global efforts to minimize environmental impact and reduce dependency on non-renewable resources. Paperboard also boasts a high recyclability rate, contributing to circular economy principles.
Paperboard’s advantages go beyond sustainability.
However, paperboard’s advantages are not limited to environmental benefits. Various surface treatments also provide necessary barrier properties against moisture and oxygen. Innovations in water-based barrier coatings and biodegradable linings are enhancing paperboard’s functionality.
Paperboard graphics and printing have also evolved to combine visual appeal with environmental responsibility. Modern printing technologies allow for high-quality, vibrant graphics without compromising the recyclability of paperboard. This makes it a preferred choice for brands aiming to balance aesthetic appeal with environmental consciousness.
METSA BOARD
The choice between fresh and recycled fiber in paperboard is influenced by safety and environmental considerations. Fresh fiber, used for direct food contact, offers higher purity and traceability, free from contaminants often found in recycled fibers. Both have critical roles to play in keeping the circular system going, but recycled fiber is less suitable for direct food contact, and, while it can be used for non-food packaging applications, in a lifecycle analysis its carbon footprint is still higher than fresh fiber.
While paperboard solutions are typically heavier than plastic, they can be delivered flat, reducing transportation space, and potentially offsetting the weight disadvantage.
Kraft liner is particularly useful for producing corrugated boxes, which is ideal for larger, heavier produce. Corrugated boxes may also need internal or surface barrier treatments to protect the produce from the environment. The recyclability of paperboard is a significant aspect of its sustainability because it fits well within the existing recycling infrastructure, unlike materials with lower recycling rates.
Paperboard vs. plastic: A tomatoes-to-tomatoes comparison.
There are notable market examples where paperboard packaging has been successfully implemented. For instance, Metsa Board, together with Narpes Grönsaker, a Finnish vegetable cooperative, commissioned a study in 2019 to compare cherry tomato packages made of paperboard with a package made of rPET plastic. The study looked at consumer perceptions, food waste aspects and climate impact. The package made of paperboard included a transparent window, as consumers expect to be able to see produce before making any purchase decisions.
The study revealed that:
• Consumers regard paperboard as a more responsible choice than plastic packaging: 67% preferred the paperboard carton with a window. Paperboard packaging is perceived as convenient, innovative, aesthetic, and responsible.
• Shelf-life testing of cherry tomatoes in various packages carried out by The Natural Resources Institute of Finland (Luke) revealed no major differences in shelf life: paperboard packaging preserved tomatoes at least as well, or even better, than rPET. The best results were obtained with a dispersion barrier paperboard.
• The climate impact (CO2 equivalent) of the production of cherry tomatoes and their consumer packages revealed that the climate effect of the rPET plastic box was six times higher than that of the paperboard carton.
Consumer behavior plays a crucial role in the success of paperboard packaging. Consumers generally view paperboard as a more responsible choice due to its recyclability.
However, the effectiveness of recycling depends on consumer participation in waste sorting and access to waste recycling systems.
Therefore, paperboard is a viable, sustainable option for food packaging that addresses produce preservation, food safety, environmental impact, and consumer preferences. Its success, however, hinges on continued innovation in material science, responsible consumer behavior, and harmonization of global food safety standards.
SEE’s new compostable tray performs as well as standard protein trays on food processing equipment and in distribution.
t a Glance
SEE’s new compostable meat tray offers an alternative to EPS and PET meat packaging
The tray runs at high speeds on existing overwrapping equipment
Tray is BPI-certified as industrially compostable, with DIN home-composting certification expected soon
SEE, formerly Sealed Air, has developed a bio-based, industrially compostable meat tray to replace expanded polystyrene (EPS) and polyethylene terephthalate (PET) trays on existing overwrappers with no changes to the equipment.
The food-contact-grade tray was introduced at the recent International Product and Processing Expo, held January 30 to February 1, 2024, in Atlanta.
The new Cryovac compostable overwrap tray is made from a resin that’s USDA-certified as having 54% bio-based content chemically derived from responsibly sourced wood cellulose.
In addition to cellulose, the tray material contains 45% recycled content from mixed waste. This waste, which includes a variety of difficult-to-recycle plastics, is broken down into molecules to form acetic acid, which is then combined with wood pulp to create resin pellets.
SEE developed the compostable tray as a more environmentally friendly alternative to EPS and PET case-ready meat trays. The bio-based resin contains no per-and polyfluoroalkyl substances (PFAS) or perfluorooctanoic acid (PFOA).
Compostable tray: in-plant pluses and products.
“SEE’s compostable tray has been proven to maintain the same operational efficiencies on food processing lines as traditional trays. The tray is engineered for high speeds, including denesting, machine handling, and boxing operations,” says Tiffani Burt, executive director of sustainability, graphics, and smart packaging, at SEE.
Packaging applications for the new tray include fresh poultry, beef, pork, lamb, veal, seafood, smoked and processed meats, and alternative proteins.
SEE reports that the lightweight biopolymer tray’s performance and stability are comparable to that of conventional trays. Extensive testing throughout the food value chain showed the compostable tray performs well, without leaking, cracking, or breaking, in demanding manufacturing and distribution environments and at extreme temperatures.
“A leading brand owner initially collaborated with SEE to test the compostable tray on existing food production lines and is now using the tray to package some products for retailers,” Burt says. “We continue to test the tray with leading processors.”
SEE
Tray’s compostable certifications.
BPI has certified the new tray — sans overwrap, pad, and label/sticker — as compostable, which means it can be broken down via biological treatment at large-scale, commercial composting facilities.
Home-compostable status is on the horizon, as well. “The home-composability certification process for SEE’s compostable tray is underway now. We expect to receive DIN [Deutsches Institut für Normun] certification” in summer 2024, Burt says.
Additionally, TÜV Austria has certified the tray’s resin as soil- and marine-biodegradable; microorganisms existing in nature can break down the material with no microplastic left behind.
SEE
Overwrap and retail considerations, options.
SEE currently offers the compostable tray in a 9-in. x 7-in. format (also known as 3P), “which is one of the largest-volume trays in the industry. Additional tray sizes will be available later this year,” Burt says.
The filled tray is finished with a heat-sealed overwrap film and is compatible with commonly used overwrap films, including Cryovac side-end-seal (SES) film, barrier display film (BDF), and polyvinyl chloride (PVC) film.
Shelf-life for proteins packed in the biopolymer tray is comparable to that of products packed in either EPS or amorphous PET (aPET) trays, SEE reports.
The bottom of the tray is embossed with language stating that it is industrially compostable. In addition, “retailers may choose to apply for the How2Compost label to be placed on the overwrap film or use other language stating the tray is compostable. Brands are also able to make labeling choices based on their needs,” Burt says.
“Ultimately, messaging on the overwrap film will depend on the sustainability needs/goals of the processor, brand owner, or retailer,” she adds.
Brands respond to inflation with their own best tactics to survive, including shrinking the package or the amount of product inside. But consumers see through their tricks. Or do they?
The leader of the free world condemned the deceptive practice of “shrinkflation” in an Instagram post during Super Bowl LVIII.
What is shrinkflation? It’s when “brands might avoid raising prices by downsizing the packaging or reducing the amount of product in the current package,” explains Charles Haverfield, Packaging Executive for US Packaging and Wrapping.
In his Instagram video, President Biden says, “I’ve had enough of what they call shrinkflation. It’s a rip off. Some companies are trying to pull a fast one by shrinking the products little by little and hoping you won’t notice. Give me a break.”
He calls on companies to stop this and “Do the right thing, now.”
As a consumer, I feel the pinch of higher prices at the grocery store. It seems like every week I’m getting less for more dollars when I shop.
I think most consumers realize that brands are seeing their raw material prices going up. What they dislike is the deception of trying to hide the product/packaging change. They often notice it right away anyway, don’t they?
Well, not always. In many cases, companies use shrinkflation because it works — it helps them compete; it helps them survive.
Many companies, food manufacturers in particular, work on incredibly tight profit margins. When ingredient prices go up but they can’t pass that increase on, they need to get creative.
A lot of times, they come to you in packaging for help. What can we do to absorb our higher prices? Can we shrink the package a bit? Can we reduce the product fill? Can we improve our packaging line output so we can sell more volume? A little here and a little there could add up to quite a lot.
What to do, what to do?
We’re hearing more about shrinkflation these days because more sources are calling out the changes online, on social media. Like the president!
In his Instagram video, President Biden points to an example of shrinkflation that’s personal to him: “As an ice cream lover, what makes me the most angry is that ice cream cartons have actually shrunk in size, but not in price.”
While I’m pretty sure the President can afford whatever ice cream he wants, I get his frustration. But ice cream packaging started to shrink decades ago. The last major downshift in package size for ice cream happened about 15 years ago, according to MousePrint.org. Granted, smaller changes are still happening, like Turkey Hill dropping from 1.5 to 1.44 quarts last year.
When it comes to the (agreeably deceptive) practice of shrinkflation, companies should probably stop. Will they? Not a chance if it helps sell products — and if their competitors do it.
This reminds me of an earlier packaging conundrum. Remember when laundry detergent wasn’t concentrated? Walmart president and CEO at the time, Lee Scott, transformed the entire category in 2008 by selling only concentrated products and forcing all competitors to change at the same time.
Sustainability drove this change and it was a good idea and needed to be done, in my opinion. But brands were reluctant to do this on their own because their higher-priced concentrated product was on the store shelf next to a non-concentrated competitor’s product at a lower price in the same size bottle. Consumers didn’t take the time in the store to do the math and overwhelmingly picked the cheaper brand. The visual was too compelling. Two bottles side by side, one much higher priced. Easy snap decision. Bam.
In the case of laundry detergent, Walmart leveled the packaging playing field so consumers could make a better-informed buying decision. But this is an extreme example.
No one is stepping up to whip ice cream makers into similar or identical packaging sizes. And no one should, in my opinion. Packaging innovation is key to product marketing and companies shouldn’t be handcuffed by being required to follow a format.
So what can brands do when asked to shrink the package or the product amount?
Whenever making a packaging change, take an opportunity to improve it somehow. If you add value to the product, like better dispensing, you are better able to pass along a product price increase.
Also, aren’t we trying to reduce packaging anyway for sustainability reasons? Maybe you could explain the sustainability benefits of your change?
What do you think?
How do you feel about shrinkflation? Packaging folks are the ones making it happen. Take this short poll to share your opinion and see what others say:
Rockstar Energy drink has refreshed its branding across its full product range.
Designed in-house by PepsiCo Design + Innovation, aims for greater accessibility and inclusivity by differentiating from traditional energy drinks.
The new design features a burst of colours seek to resonate with a broader audience of energy drink consumers by adopting a new flavour-forward look and feel.
The new look maintains the iconic star logo while introducing simplicity and a ‘universal appeal’, catering to a broader, more modern audience.
Marie-Therese Cassidy, vice president of design, Europe, said: “By seamlessly merging our iconic gold star with the refreshed Rockstar wordmark, we’ve made a lasting impact both on and off the shelf. Additionally, our team has introduced a vibrant repeating star shape, providing a visual gateway into Rockstar’s diverse world of flavours and experiences.”
Glass packaging manufacturer Beatson Clark has revamped Cottage Delight’s packaging with a renewed focus on sustainability as the company celebrates its 50th birthday this year.
Cottage Delight sells hand-made food products such as jams and chutneys in 36 countries worldwide.
Beatson Clark has worked with the company for over two decades and supported its major packaging rebrand in 2018 by creating three new bespoke glass containers.
Now Cottage Delight has removed the mop cap and elastic band from its jars and replaced them with aluminium lids.
Beatson Clark has redesigned the bespoke 302ml jar – the main jar in the range – to have a deep twist-off neck finish, giving it a modern look and providing a larger area on the cap for printing.
“We are delighted with the new look 302ml jar,” said Sarah Williams, marketing director at Cottage Delight.
“Working with the Beatson Clark design team has enabled us to create a more contemporary jar, while retaining a feel of heritage. The revised shape also means a more efficient jar for our production line and it will allow more accurate application of the front label.
“The team at Beatson Clark have been great to work with, allowing us to meet our timescales at launch for our special anniversary year.”
