Packaging News You Can Use

This week another lawsuit was settled about product packaging misleading the consumer with over stated health benefits. Certain claims are consider deceptive and considered false advertising by overstating the health benefits in consuming this product.

Lawsuits And White Lies

I have to admit I’ve seen the ads and was seriously considering purchasing this product from a trusted brand Dannon but now I wonder about the validity of the product claims on other products I buy from them.

Better for your tummy or the manufacturer?

Once you have lost the consumer trust it’s hard to get it back. I think trust is the most important part of package branding. You want to believe what the company says is true and simplify the purchasing decision by using brands you know.

Here is another recent case where a product claim was made that eating Cheerios can help lower bad cholesterol, a risk factor for coronary heart disease, by four percent in six weeks. The FDA says that statements made on Cheerios packaging like the claim that the cereal is “clinically proven to help lower cholesterol” make the product a drug under federal law said no way Jose and if you don’t correct the mislabeling we will remove it from the shelves.

Eat this and become heart healthy?

Packaging “green” or “greenwash?”

Let’s talk about the latest hot button “greenwashing.” Everybody wants to be green and claims abound. Too many to cover here but one point to consider is the validity of all these new phrases and buzzwords appearing on the product packaging.: eco, compostable, biodegradable, sustainable, environmentally friendly and so on.

Some companies are also making claims that the certify themselves. This is particularly prevalent in the environmental area where there is no overseeing packaging agency that monitors the claims. Just because a company says its green doesn’t necessarily mean it is.

SC Johnson developed the Greenlist™ process—“to help our scientists make choices that protect the planet and its people while maintaining the high performance of our products.” The Greenlist™ process provides ratings for more than 95 percent of the raw materials we use, including solvents, propellants, insecticides, packaging, and more.

What is a “Greenlist” anyway? Can anybody get on it?

The DuPont Sustainable Packaging icon captures key elements of environmentally smart packaging solutions from DuPont that are made with renewable resources that enables recycling and that helps reduce the amount of packaging.

Mom’s Know Best Or Do They?

Finally let’s not overlook the MOM factor. They are entrusted with making the right decision when it comes to buying the right products for their families. While shopping by rote is commonplace moms are particularly careful when it comes to choosing products for their kids.

Most moms are so time crunched that they rely heavily on what product packaging has to say. So what about statements like this?

Who’s monitoring these foods that are carrying this label? Are these products seriously smart or is it just a marketing gimmick?

This is taken directly from their website

No matter where you shop or what brands you buy – the Smart Choices Program™ provides simple, front-of-pack nutrition guidance to help you make smarter food and beverage choices.

Leads one to believe this is a symbol you can trust. But I’ve looked at some of the foods and I’m not so sure about it making me question the validity of a “smart” choice.

Is this label telling the truth?

The point is when a claim is made on product packaging you are trusting that what the manufacturer says is true. For the vast majority of products this is accurate but it seems recently that in an effort to convince the elusive consumer some products are stretching the truth a little too much.

Will this hurt their sales? There have been lots of examples of companies loosing their core consumer and lost revenue because of product packaging mistakes. In keeping true to your audience be sure to validate your packaging claims to eliminate angry consumers crying out “Packaging You LIE.”

Tags: deceptive practices, FDA, MOM factor, packaging, Smart Choices, trust

Quite a stretch but I can how some might make connection (LOL). Next the Energizer Bunny drink.

This is fun! Learn anatomy while consuming!

So what if the packaging is worth more than the sneakers (LOL)

The Dream Ball from Unplug Design Studio. What to do with old shipping boxes and corrugated containers.

For most people 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. The key is to know which packaging factors will influence your product’s success –or failure

Here are 5 vital things 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 shopworn 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? Or 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 package 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.

I created a free resource just for you The Small Quantity Packaging Directory. To order go to http://packagingdiva.com and fill out the form.

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 businesses 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 by 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 are at the point when you prepare your product for market not at the end when many times it’s too late.

My expertise can be yours too. I’m your eyes and ears in packaging. I’m tapped in to the latest packaging news. I can help you assess why or not you should consider changing your product packaging build your packaging brand and make your products sell. At the very least I can tell you what your competition is doing.

Tags: packaging information

The bottle pack is a hallmark example of sustainable packaging created to date. First introduced in the China marketplace about four years ago, the packaging was more durable and more sustainable. Compared to blister packages, it uses about 20 percent less packaging materials in weight per piece, which creates an overall reduction of over 2,500 tons of packaging materials per year. Moreover, the bottle is recyclable, and last year, the bottle was re-engineered to become even lighter. An innovative approach incorporating talc as a “filler” decreased the amount of plastic used by 50 percent and the overall bottle weight by over 25 percent, while still maintaining the integrity of the package. In Europe and Asia, popular gum products are also available in refill bags, further reducing packaging by allowing consumers to refill and reuse their original bottle packaging,

Tags: bottle packs

Remember the stainless steel Delorean w gull wings? Now u can own your very own.

Designed with on-the-go children in mind, Dole Squish’ems! are packed in standup pouches.

Everyone is getting ready for the holidays. Give this pomegranate as a gift complete with packaging.

An interesting and very marketable packaging innovation Courtesy of PSFK. Similar in application to space utilization of Wal-Mart’s square milk jug.

Tetrapak One Natural Experience (O.N.E.) announced official sponsorship of Mercedes-Benz Fashion Week. Is this the optimum plastic water bottle replacement?

Packaging laugh: Wrap Rage Redux. A device in a plastic clamshell design to open a clamshell more easily.

OMG, a carnal encounter between a lemon and a lime on Maoam sweet packaging (LOL). Your thoughts packaging ploy or not?