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