In a glimpse, it may not seem as much to consumers. However, a slight change in the packaging design of a product can be extremely effective for retailers. In november 2011, the pepperidge farm brand of campbell soup co. Reduced the use of plastic by 65 of weight, when it detached a component of plastic tray from the packaging of goldfish bread. This reduction proved as a huge impact on the environment. Moreover, 25 more of the small size of goldfish bread packages is capable of being shipped by pepperidge farms in the same amount of space.
Eradicating the tray benefited the environment and the bottomline of pepperidge farm due to the decrease in the materials being shipped. Thus, cost efficiency opportunities were also made for retailers. Geri allen, a spokesperson, said that this resulted in decreased freight costs, lesser trucks on the road, and reduced carbon footprint for packaging. Dupont awards also acknowledged pepperidge farm&rsquos innovative packaging this year in the waste reduction category for the removal of the tray. The global director of sustainability from dupont packaging & industrial polymers, shanna moore, who also organized the awards program, enlightened by saying that the judges pointed out that this was a striking example of innovation darting to settle on store shelves, despite it being ordinary and costeffective for consumers.
The validity of the goldfish bread packaging is highlighted by pepperidge farm with the back panel featuring an impactful graphic. In june 2011, when goldfish bread was first introduced, environmental concerns were a major factor. However, the package design on the whole was required to be more than ecofriendly. Allen explained that the birth of the design emerged from needs of manifold, such as moment of truth wherein consumers should be allured in the 1st 5 seconds, be competitive, and generate savings through reduction of materials. Another packaging feature that can be used by consumers is a sealstrip recloseable top, instead of the traditional twist and tie for most bread products. It enhances the shelf life of products and makes it convenient for opening and closing. Allen also said that the bread aisle does not have this type of closing technique.
She further added that members of the packaging research and engineering teams derived the exclusive packaging design aspects. She said that this kind of packaging is not seen in any other pepperidge farm product. Even with the absence of the plastic tray, retailers can make the goldfish bread stand vertically on the shelf due to the stiffness of the packaging for consumers to notice it. Allen explained that highlighted graphics, enhanced merchandising and billboard effect has an impact of the shelf due to the firmness of the novel package. Furthermore, allen stated that retailers responded positively to the improvised packaging for its marketing prospects, while consumers raise the value of the product for its enhanced functions and attractive appearance. Httpsupermarketnews.comsustainabilitypackaginginnovationcampbellsoupco
