PackStratSample February282010 : Page 2February 28, 2010 2ND OPINION Private Label Packaging: From “Me Too” to Completely Unique Spotting today’s private label brands isn’t as easy as it used to be. In fact, you may not recognize them at all. That’s because retailers have expanded product lines in the food, beverage, and personal care categories, introducing more premium offerings and stepping up packaging in terms of shelf appeal, sustainability, and convenience. Private label brands have shifted the retail shelf landscape from rows of “look alike” containers to some of the most innovative and engaging packaging around. For example, Pret A Manger, an international Volume 28, No. 4 February 28, 2010 Packaging Strategies (ISSN 8755-6189) is published 22 times a year (including an annual industry review). For subscription and editorial information contact: Packaging Strategies 600 Willowbrook Lane, Suite 610 West Chester, PA 19382-4550, U.S.A. Tel: Fax: 1-610-436-4220 1-800-524-PACK (7225) 1-610-436-6277 BNP Media Corporate: 1-248-244-6400 E-mail: editors@packstrat.com café chain, just launched a rejuvenated look for its range of Pure Pret sparkling fresh juices. The new cans feature detailed typography and high-quality images of Pret’s iconic food-based characters that realistically emulate the textures of the fruit ingredients to convey refreshment. The overall effect is a premium look for attracting consumers at the point of purchase. Target’s Choxie brand of chocolates also uses packaging to reflect a premium quality product, leveraging colorful patterns and a thin, sleek paperboard box to catch the eye. Besides decoration, the addition of convenience-enhancing features “Private label brands have shifted the retail shelf landscape… to some of the most innovative and engaging packaging around.” Michael Dunleavy, Crown helps to improve the product experience and build brand loyalty. Last year, Kroger introduced a ready-to-serve soup line that mixed whole grain ingredients into traditional favorites like minestrone, chicken noodle, and beef and barley. The soups were rolled out in food cans featuring easy-open ends for added convenience. However, convenience-enhancing features aren’t just showing up on food applications. Sephora, a high-end beauty retailer, carries its own brand of self- tanning tinted bronzing mist. The aerosol package allows for the product to be dispensed evenly without getting on the user’s palms, requiring minimal cleanup. Increasingly, sustainability also plays a role in the purchase decisions of consumers. Retailers have taken note, rolling out organic product lines in packaging that promotes environmental responsibility. One such example is A&P’s Green Way brand of organic, natural, and eco-friendly food. The stark white color of the packaging makes the product line easy to spot on the shelf. Additionally, the minimalist design reflects the brand’s philosophy of honesty and simplicity. Whether private brands leverage shelf appeal, convenience, sustainability, or a back-to-basics approach (and many opt for more than one), consumers are finding what suits their needs. According to a 2008 study by Nielson Co., 63% of consumers believed the private label brand quality is as good as name brands and one-third (33%) said they considered some store brands as higher quality than name brands. These changing attitudes, along with the wide-ranging effects of the recent recession, present an opportunity for the continued growth of store brands and the perpetual innovation of private label packaging. PS Michael F. Dunleavy is vice president of corporate affairs and public relations for Philadelphia-based Crown Holdings. Group Publisher - Packaging....MIchael Barr Managing Editor.............. Joe Pryweller Executive Editor................ Rick Lingle Japanese Representative....... Toshio Arita Custom Project Sales/ Internal Projects Director . . Karen Vaillancourt Circulation Coordinator ..... Janet Martinelli Events Sales Manager .... Cheryl Peteherych Production Editor ...........Frank Mayeran Subscription Rates: U.S.: $497/year Single issues at $50 per issue Multiple-copy Subscription Rates: contact orders@packstrat.com WARNING: Unauthorized reproduction in whole or in part is a violation of Federal Law. Violators are liable for statutory damages up to $50,000. Copyright © 2010 by BNP Media Company II, L.L.C. All rights reserved. BNP Media Helps People Succeed in Business with Superior Information Corporate Directors: Publishing, Timothy A. Fausch; Publishing, John R. Schrei; Audience Development, Christine A. Baloga; Custom Media, Steve M. Beyer; Corporate Strategy, Rita M. Foumia; Information Technology, Scott Kesler; Production, Vincent M. Miconi; Finance, Lisa L. Paulus; Creative, Michael T. Powell; Marketing, Holly Banks; Directories, Nikki Smith; Human Resources, Marlene J. Witthoft; Conferences/Events, Emily Patten; Clear Seas Research, Beth A. Surowiec New Study Published! 2010 Aseptic Packaging in the U.S. An in-depth reference source for aseptic packaging developments From Packaging Strategies and Aseptic Resources Inc. Unauthorized reproduction in whole or in part prohibited without permission of publisher www.packstrat.com 2 2nd OpinionPrivate Label Packaging: From “Me Too” to Completely Unique Publication List |
