Pouch packaging insights.

heinz new 10-ounce pouch | click > enlarge


Heads up, this pouch post will take statements from an article and serve them up “out of context.” Probably because one statement caused me to take pause.

“The trend is being driven by savings on packaging and shipping costs as well as aesthetics — an upscale pouch sporting elaborate graphics offers a modern look and premium appeal, marketers say.” ~ Emily Bryson York, Chicago Tribune reporter

“Manufacturers can cut packaging costs 10 to 15 percent by going to the pouch.” ~ John Kalkowski, editorial director of Packaging Digest

“It’s a different approach for us, but we’re going to listen to consumers, we’re going to develop the products that they want, but then they need to buy them.” ~ Denise Morrison, CEO Campbell Soup Co

“They see the pouch as a very contemporary packaging alternative and they relate that packaging to a better quality experience coming from the food that’s in (it).” ~ Charles Villa, vice president of the consumer and customer insights department for Campbell’s USA

starkist introduced tuna in a pouch in 1999


“The pouch business took about five or six years to be self-sustaining and said seeing more products in pouches now is ‘exciting’.” ~ Jennifer Albert, director of marketing at StarKist

“The latest wave of pouch conversions appears to be about ‘providing creative consumer solutions,’ as opposed to simply introducing a new package because technology was available.” ~ Lynn Dornblaser, director of consumer packaged goods insights at Mintel

“The typical shopper in a developed market like the U.S., said Heinz CEO William R. Johnson, is ‘now intensely focused on value,’ adding that buying decisions are based more on price ‘and less about product design.’”

[ full story ] editor: an aside, worried that the current shelf with rigid containers neatly arranged and all labels front and center will evolve in a sock drawer aesthetic.