IBIE Retail Recap 2013 - 21

supplier solutions advertorial

fresh packaging
solutions
brought
to you by

Driven by feedback from retailers that consumers are unhappy with
their current bakery packaging, Robbie has introduced a new innovative product, the Fresh N Tasty pouch, to accommodate consumer
trends in today's instore bakery.
Listening to create
Working with researchers in the packaging science department at a
major US university, Robbie gathered information regarding consumer
thoughts about instore bakeries and packaging. Focus group studies
were conducted to provide insight into what appeals to consumers
most and least with bakery packaging. The study looked at what kind
of home shelf-life they currently experience with in-store bakery products, what they would like to experience and how important convenience in bakery packaging was to them. Key findings from these third
party studies - including consumer comments - were that clamshell
packaging is difficult to open and close, and that their baked goods
go stale in clamshell containers quickly after opening. These findings
were used by Robbie's team of R&D experts when developing the Fresh
N Tasty pouch.
The Fresh N Tasty pouch addresses consumer's dissatisfaction with
current bakery packaging on a number of fronts. Studies showed the
Fresh N Tasty pouch extends the shelf life and quality of the product.
The pouch maintains the quality of the contents by holding the moisture of the baked product and heightening the shoppers' interest. The

quality of the product is accomplished using a film base designed into
the pouch that provides "Stay Fresh" features. According to Robbie, the
right film properties were needed to keep the quality of the packaged
product just as good as freshly baked items and maintain the flavor
and taste for seven to ten days. Based on sensory research and interviews with consumers, the sleek pouch is also more visually appealing
and marketable than inflexible clamshells.
Flexibility for retailers
The pouches are designed to hold a variety of baked goods, including
cookies, donut holes, croissants, cinnamon rolls, scones, artisan breads
and more, providing retailers flexible options for merchandising
products in the bakery. In response to retailers looking for new ways
to capture the attention
of consumers, Robbie
offers a bronze wire rack
that can be used to efficiently and appealingly
display the pouches
instore. In addition, the
print on the pouch is
highly customizable.
This allows retailers to
choose from a variety of
seasonal and promotional designs.

Fresh N
Tasty
by the
Numbers
Consumers prefer the appearance
of cookies in the flexible
pouch nearly

2 to 1
over cookies in a rigid
container.

Consumers who
regularly purchase cookies from their supermarket
bakery say that cookies in a
Fresh N Tasty Pouch are

56%
more "likeable" than those in
a clamshell packaging.

61%
of shoppers say that
cookies appear to
be fresher in the
pouch.

IBIE Retail Recap 2013

Table of Contents for the Digital Edition of IBIE Retail Recap 2013