Food Processing - November 2007 - (Page 43)

Dairy processors are designing packages to attract kids, boost brands and deliver convenience. By Kate Bertrand Connolly, Packaging Editor Dairy pack aging useD to mean one of two things: a gable-top carton or a plastic jug. that’s changing, radically, as processors’ emphases on the youth market, branding and convenience drive packaging in new directions. society’s increased focus on fighting childhood obesity is creating ample opportunity for healthy, dairy-based beverages. packaging for those new products is coming into play as a key marketing tool to attract children and teens. shamrock farms (www.shamrockfarms.net), phoenix, ariz., specifically targeted tweens and teens when it launched its shamrockers flavored, low-fat milk earlier this year. “we believe milk is an excellent choice for kids of all ages, and especially teens. nine out of 10 teenage girls and seven out of 10 boys do not get enough calcium in their diets,” says sandy kelly, shamrock farms’ director of marketing. “that’s a target group that [provides] a lot of opportunity for explaining the benefits of milk, but it’s in the battle against other beverages, especially in vending machines, milk must appeal to kids on several levels: taste, nutrition and packaging. also a group that has a lot of beverage choices,” she adds. “we wanted to provide a product that would appeal to them on all fronts,” including taste, nutrition and packaging. the shamrockers packaging “speaks to them. they know it is for them,” she concludes. the package is a high-density polyethylene (HDpe) bottle with a recloseable, screw-on cap and full shrink-sleeve label, which provides the maximum brand billboard. osio international inc. (www.osiopack.com), anaheim, calif., supplies the shrink-sleeve labels. the shrink sleeve’s bright, graffiti-inspired graphics incorporate shamrock farms’ spokescow, roxie, wearing a beanie or sunglasses and holding an apple ipod, skateboard or chocolate syrup bottle guitar. “it’s very high-impact. there’s a great impulse factor with that package. it just jumps off the shelf,” kelly says. the 12-oz. shamrockers currently are distributed nationally through the vending channel and in arizona via the retail channel. the company is launching the product in an 8-oz. bottle, as well, and is considering a half-gallon size for retail distribution. in the yogurt category, Breyers yocrunch (www.yocrunch. com), naugatuck, conn., is using a seasonal packaging strategy to appeal to children. this autumn, the company created a Halloween-themed line extension. these candy-topped flavors are packaged in 6-oz. polypropylene yogurt cups printed with orange, black and yellow Halloween imagery. the transparent dome closure holds Butterfinger, m&ms, nestlé crunch or reese’s pieces mix-ins. seasonal packaging, a standard tool in many food categories, is not typically used for yogurt. But now “we’re bringing it to the yogurt shelf,” says shannon Daily, yocrunch brand manager at Breyers yogurt co. “we’ve created five skus wearing Halloween ‘costumes.’ ” this holiday season, the company also will launch its first christmas-themed yocrunch cup, topped with m&ms candies. noVemBer 2007 food processing • 43 www.foodprocessing.com http://www.shamrockfarms.net http://www.osiopack.com http://www.yocrunch.com http://www.yocrunch.com http://WWW.FOODPROCESSING.COM

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Food Processing - November 2007 Contents Editor's Page NewsBites Regulatory Rollout Food Biz Kids Our Favorite Products of 2007 Ingredients Product Development Plant Operations Packaging New Product Profiles Toops Scoops

Food Processing - November 2007

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