Baking & Snack - June 2018 - 109
For discerning consumers of premium baked goods and
snacks, the right packaging can make the experience.
by Joanie Spencer
People place high expectations on their food. Just ask
anyone who's climbed a mountaintop or snuggled up
under a soft blanket with a bag of Milanos and a tearjerker movie. There are certain moments in life that
call for a comparable culinary experience, even when it
comes out of a package.
That's not to say that value products like the honey
bun in a vending machine don't have their time and
place; they just come with a different set of criteria.
How a premium baked food or snack is wrapped - or
bagged or boxed, for that matter - communicates to
consumers whether that product will meet their expectations. "Look at Pepperidge Farm cookies," said Dennis
Gunnell, vice-president, sales and marketing, Formost
Fuji. "You would never compare those to a lower-cost
product. And it's not because of flavor or texture -
those are the qualities that resell them - it's about the
packaging. It's a different feel and look that lets people
know it's a premium product."
That premium experience has two stages: the pur- Careful thought and
chase and the repurchase, and the package can impact strategic planning of a
packaging system can
ensure premium products
reach end users in the true
In the aisles of a supermarket, the three rules of real es- form the producer intended
when they were made.
tate - location, location, location - don't always apply. Benchmark Automation
In just about every area of the store, products rely on
packaging as they clamor for shoppers' attention. At that
point, presentation takes precedence.
In the bread aisle, some loaves struggle to stand up
straight, and others have an inner wrap that holds the
slices together for a uniform product. "Even before you
touch it, it's visually appealing as a better product," Mr.
When competing items all look similar, the package
is a reliable strategy to get the sale ... and the higher
price. But when the price is higher, so is the expectation
of quality. "When consumers are willing to pay extra
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