Food Processing - November 2007 - (Page 44)

pack aging Plastipak Packaging Inc. (www.plastipak.com), Plymouth, Mich., supplies all of YoCrunch’s cups. Overseas, Nestlé UK is targeting kids with its Munch Bunch Squashums strawberry yogurt. Each single-serving Squashums package is shaped like an oversized strawberry. The stretch blowmolded containers are made of polyethylene terephthalate (PET). The thin-walled “strawberries,” which kids squeeze to dispense the product, are multipacked in a net bag; each bag holds six containers. Alcan Packaging (www.alcanpackaging.com), Paris, supplies the berry-shaped packages. Differentiating the brand Dairy food processors are using innovative packaging to appeal to adults, too, leveraging package structure and graphics for brand impact in the freezer or cooler. When Wells’ Dairy Inc. (www.bluebunny.com), Le Mars, Iowa, recently redesigned the packaging for its Blue Bunny premium ice cream to enhance consumers’ experience of the product, brand differentiation was an accompanying reward. Dairy products traditionally have not used seasonal packaging, but Breyers Yogurt Co. is changing that. NOtE tO MaRkEtING a seal of approval or certification from a respected organization, printed on a food package, is one of the fastest ways to communicate product quality. the California Milk advisory Board (CMaB) (www. realcaliforniacheese.com), Modesto, Calif., applied the concept to cheese in 1984, when it created the Real California Cheese seal. the seal assures consumers they are purchasing natural cheese made in California using exclusively California milk. Now the group is taking the same tack for other dairy products, with the creation of the Real California Milk seal. this mark certifies that dairy products bearing it are made exclusively with California milk. the seal began appearing on packaging for California dairy products sold nationwide in October. the CMaB’s decision to introduce the new seal grew out of several years of industry research and discussions with distributors, retailers and consumers. the types of products that will bear the Real California Milk seal include butter, ice cream and yogurt. the group says it has earmarked $40 million for advertising and promotion to introduce the new seal in California and nationally. the campaign launched with a full-page ad in USA Today and national television advertising, with radio and outdoor advertising in select markets. the popular Happy Cows ad campaign is being expanded to support the new milk seal. television advertising will continue to feature the Happy Cows but now will close with a scene depicting the broad range of dairy products produced in California and a new tagline: “Great milk comes from Happy Cows. Happy Cows come from California. Make sure it’s made with Real California Milk.” the CMaB will continue to promote Real California Cheese, and the cheese seal will continue to appear in advertising. 44 • FOOD PROCESSING NOVEMBER 2007 Consumer research told Wells’ Dairy that consumers wanted a package that provided a fresher and safer premium ice cream experience. In addition, they wanted a package that was cleaner, easier to use and fit more conveniently in their freezers. To meet those needs, the dairy came up with an oval plastic container made from high-impact polypropylene copolymer resin. The package features a resealable lid with a Fresh Lock tab to enhance the product’s safety and ensure that the ice cream stays fresh longer. The shape of the container makes it easier to grip than a standard ice cream carton, and the package’s wide opening allows for cleaner scooping. In addition, the new Blue Bunny containers fit into consumers’ freezers better than traditional cartons. The Blue Bunny package graphics are rich and colorful, underscoring the product’s premium positioning, and flavors are color coded for ease of selection. Each container holds 56 oz. of ice cream. As for branding, “The plastic, elliptical containers with exciting graphics immediately differentiate the Blue Bunny brand at point of purchase, since they are typically surrounded by traditional paperboard cartons,” says Adam Baumgartner, senior marketing manager-retail brand development at Wells’ Dairy. “In addition, since our packaging is so unique, it naturally causes consumers to view Blue Bunny as a brand of innovation,” Baumgartner adds. “We love to deliver on our goal of surprising and delighting our fans with what’s on the outside and inside of the container.” Reid’s Dairy (www.reidsdairy.com), Belleville, Ontario, also uses packaging to differentiate its brand. The company uses a 250ml carton that provides an eye-catching twist on the old gabletop carton. Reid’s cartons, supplied by Elopak Canada Inc. (www.elopak. com), St. Leonard, Quebec, feature a dramatic curved panel down the side of the package. By adding surface area, the structural design opens up more room for branding and graphics. For more visual interest, the top panel swoops below the generously proportioned closure. The result is a package that stands out in a cooler full of old-school gabletops. Reid’s Dairy fills 1 percent, 2 percent and chocolate milk into the single-serving containers. The choice of curved cartons follows on the dairy’s success with similarly shaped cartons for its premium juice and juice drinks; those are filled into 2-liter cartons. WWW.FOODPROCESSING.COM http://www.plastipak.com http://www.alcanpackaging.com http://www.bluebunny.com http://www.realcaliforniacheese.com http://www.realcaliforniacheese.com http://www.realcaliforniacheese.com http://www.reidsdairy.com http://www.elopak.com http://www.elopak.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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