Food packaging is serious business. No longer is it merely to protect the food, it also serves as another marketing material for your brand. Initially, packages are meant to protect the food for four reasons:
First, companies need to make sure that their food product retains their properties during handling, storing shipping, and distributing. At times, these processes demand primary and secondary layers of protection.
The second reason is safety, to make sure the edible products contain no contamination or hazards. Third is for preservation and to keep the freshness, taste, quality, and appearance intact. Lastly, food packaging acts to maintain your brand’s identity, which involves the products’ shelf appeal, highlights and unique selling proposition.
Product packaging is as important as the product itself. You need to make sure your brand is presented onto your product or you’ll waste one of the most efficient methods of boosting your brand awareness.
Your product constantly fights for attention against so many other brands on the shelves of shops and stores. The exterior of the product, therefore, serves as an impression-builder for many new customers who have not heard of your brand before. A lot of brand awareness triggers happen when customers browse the aisles.
In many countries, F&B businesses have to comply with laws and regulations set by authorities. But aside from these compulsory rules, there are several things your packaging should also have which benefits both you and customers.
We can’t imagine the disappointment of the child (or adult) after experiencing this shortcake. Would you think they’ll be buying the same product again?
Bayer cut off the need to put their bottled pills in boxes which contribute to extra waste (and cost). The bottles are designed to fit together in bulk shipping to stores and customers would buy the bottles directly without the extra carton packaging. Other pharmaceutical companies are following suit.
Food packaging that attracts and engages customers while staying true to your brand will go a long way in generating positive perceptions and trust in the brand. Getting your food packaging right is one of the best ways to influence customer purchase and instill loyalty. How can you use these tips to improve your brand?