Baking & Snack - June 2018 - 111
for a product that's similar to the one next
to it on the shelf, the expectations could
change just based on how it's packaged,"
said Vince Tamborello, vice-president
of business development for Benchmark
Automation, a brand of ProMach.
Some food manufacturers like snack
producers heed the laws of real estate
and use different areas of the store to
market upscale snacks. The in-store deli
or natural foods section, for instance,
draw consumers who are seeking something extra. To catch their eye, many
snack makers who would typically use
a standard pillow pouch will go for new
options such as stand-up packs with
block bottoms or hem seals, according
to Jeff Almond, industry manager, snack
food packaging, Heat and Control.
"These manufacturers will use a premium package to get a little more profit
margin and provide some value-added
features to their product," he noted. For
instance, thicker materials with more
sealant can offer features such as extended shelf life.
Once a product lands at retail, the
packaging can draw the user in, but it
For co-manufacturers, flexibility is key for packaging both
premium and value products.
Heat and Control
doesn't end there. A consumer's relationship with food lasts longer than the
courtship, and when spending money
on a premium item, people expect the
product to deliver on the experience.
Packaging may create the perception,
but the proof is in the product when the
expectation becomes reality.
The extra mile
Packaging is more than just a carrier,
and it communicates more than words
on a label. It's the way a baker or snack
producer lets the end user know that
care went into transporting that product. In fact, the simple act of opening the
package and getting to the product is a
big part of the event.
Think of the Apple iPhone. Consumers
willingly pay top dollar for it, and the
high-quality box with bells and whistles
all its own is a defining moment in the
user experience. "Apple invests considerable time and effort into the packaging
design for their phones, and they pay