Publication: Food Processing

Packaging Provides A Segment-Specific Billboard For Organic And Natural Foods

May 29, 2014

Food and beverage packaging is providing product support, with designs that call out to targeted segments.

With natural and organic brands continuing to inundate the marketplace, processors are turning to market segmentation to claim their niches. Packaging is providing essential support, with designs that call out to targeted segments.

The trend is occurring in both North America and Europe, within natural and organic categories ranging from peanut butter to sparkling water. In some instances, segmentation hinges on consumer values — like a desire for on-the-go convenience or locally sourced food. In other cases, demographic segmentation is the preferred strategy.

In the U.S., Hain Celestial Group Inc., Lake Success, N.Y., recently redesigned the distinctive black packaging for its Terra brand chips to emphasize the root vegetables from which the product is made. The new package graphics, which feature elegant photography of the chips and a fresh visual architecture, also reinforce the brand’s positioning as a premium, gourmet-quality natural snack.

In the redesign, “there were three key elements that we wanted to focus on,” says Sam Garfinkel, senior brand manager for the Terra brand. “The biggest thing we wanted to communicate was … our real vegetables. That gets to the heart of […]

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Private Label Packaging Playing an Essential Role in Retailer Brand Strategies

August 7, 2013

Manufacturers and retailers are partnering to create innovative ideas that have a big impact

Retailers continue to refine their private label strategies, with packaging playing an essential role. The latest package designs put the “brand” in store brands, with smart looks that convey differentiated quality. And in some cases, the packaging also offers environmental benefits. Changes in the retail environment, supply chain and consumer preferences have paved the way for today’s private label designs. “From a packaging standpoint, consolidation on the manufacturing side, coupled with consolidation on the retail side, has given an opportunity to innovate more and be more strategic,” says Todd Maute, partner at branding firm CBX, New York. Rather than mimicking the packaging of national brand owners, “Retailers [are] partnering with manufacturers to innovate and create unique and differentiated items and trying to be first to market versus second or third,” Maute adds. That “has a significant impact on the strategic value of the package.” The Simply Balanced brand from Minneapolis-based Target Corp. illustrates the shift. This new, healthier-for-you store brand launched in June 2013 and replaces the retailer’s Archer Farms Simply Balanced and Archer Farms Organic private labels. The new brand includes beverages as well as […]

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