Sometimes new products drive the need for new packaging, and sometimes new packaging drives new product opportunity. The expanding technology in retort pouch packaging is creating expansive opportunities in the food category.
It was just a few years ago and we were seeing tuna change the tuna category moving beyond the can to new pouch style packaging. The pouch style packaging and new flavors were meant to create on-the-go, ready to use solutions for snacking and meals. These solutions proved perfect for the typical office worker who eats lunch at their desk.
With a lull in the market we didn’t see many new pouch style food entries, but then an explosion of squeezable pouches geared towards kids changed the game again with squeezable fruit purees and baby foods that have now expanded into adult foods including smoothies, yogurts and even chia.
And now – other center aisle products are getting in the game and finding opportunities to introduce new products and foods that reach new audiences and expand use. Big names like Campbell’s, McCormick’s, and Progresso, along with specialty food manufacturers like Frontera Foods and Red Fork Naturals are also cashing in.
In the meal prep category these pouch based soups, sauces and meal starters create a sense of freshness, flavor and value unmatched by their dry counterparts. Consumers get to take advantage of their desire to make home cooked meals with less prep, less ingredients, less waste and less time. This is all a win.
For food processors – these new packages have additional advantages including lower cost packaging and lower shipping costs due to the lightweight material.
As food marketers our goal is to always follow the trends and identify opportunities to expand our market share. These brands are doing just that with solutions for today’s consumer.
Written by Melinda Goodman
Full Tilt Marketing Managing Partner
Melinda@FullTiltMarketing.net
