Kellogg’s: Research & Retail Packaging

As one of the largest producers of cereal and convenience foods, Kellogg’s has become a staple in many kitchen pantries across the globe.

Because of its widespread appeal, the brand is in a perfect position to roll out and popularize a new product once absent from many homes.

Kellogg’s plans to debut several new food items in the U.S. and U.K. after conducting research about snacking habits and food choices across several different demographics.

The brand is wisely choosing stand up pouches and other forms of flexible retail packaging to successfully communicate its new products to shoppers as they scan the supermarket shelves.

Kellogg’s will launch a muesli version of its All-Bran cereal in the United Kingdom, along with porridge versions of its many other popular cereals like Special K and Coco Pops. The company looks to reach a few different consumer bases with these products, including older children, as well as men and women aged 17 to 44 years old. By using its already beloved products as the inspiration behind these new breakfast offerings, the brand could very well expand the popularity of muesli and porridge to a whole new set of customers.

Interestingly, the company aims to target young men that haven’t traditionally been big consumers of porridge, according to Kellogg’s commercial marketing director Jane Ghosh. So, what can a brand do to convince consumers they have to try a new product they previously had no real interest in? The key is delving deeply into what these consumers really want, and using your food packaging as the essential way to communicate your brand message. Designing your stand up pouches and bags in a way that it is easily recognizable and identifiable with the company shoppers know and love is crucial.

Consumer research can help with both the development of a product and the overall design and structure of your retail packaging. In its “Flexible Packaging Playbook,”

Packaging World outlines several best practices to consider when conducting consumer research. Observing customers interacting with a prototype or sample of your product and its packaging is one example that can offer insight that focus groups and surveys cannot.

Consumer Research Limits
Consumer Research Limits

 

It’s human nature to reject the unfamiliar, so factoring intuition and instinct into your test audience’s reaction is important. It’s not all about numbers and briefs — asking open-ended questions and observing them in their homes will help you better understand their purchasing motivations and overall experiences with your brand and products.

Kellogg’s recently looked at some of the biggest trends in food and retail packaging as it plans to roll out more than 40 new products in the United States.

The company’s research shows consumers are looking for simple, recognizable ingredients in their food, and many tend to eat on the go. Kellogg’s solution to this is offering “portable nutrition” products, launching breakfast biscuits, new cereal bars, and granola varieties packaged in easily transportable stand up pouches. The company will also focus on new developments in its snack food products like cookies and Cheez-its. Showing consumers you understand their preferences and desires starts with new product offerings, which can then be communicated through their packaging.

Transparency is key when conducting any kind of consumer research, as it allows stakeholders to track progress and gives everyone involved tools to participate in the process. Defining the roles not only of participants, but also of your retail packaging, can help you better understand how consumers perceive your product and brand.

Brand experiences are mostly visual, and your packaging has the ability to reflect your company’s objectives, cultures, and values. Kellogg’s wisely chose to produce food items that appeal to healthier, mobile lifestyles, and this message is clearly communicated through the flexible, durable, environmentally friendly packaging enveloping those products.

Paying close attention to consumer trends in both the product development and packaging design stages will help you deliver a better experience to customers overall. Who knows – muesli and porridge might see a renaissance and rebirth, similar to bacon or kale, thanks to Kellogg’s careful research and packaging choices. Will your innovative new product be next?

Build Your Brand Through Publications

Ditch The Box Radio Show – 7/1/15

Whether you’re a buyer, supplier, designer, or industry leader, it’s become increasingly important to have a hand in the branding of your product. Your product packaging has the ability to communicate not only all the amazing things about your offerings, but it also can serve as a reflection of your customer.All members of a company’s team must be focused on the design and structure of their product packaging in order to be successful.

You have only three to four seconds to grab a consumer’s attention, and your packaging can truly draw shoppers in or push them away.

On this week’s episode of Ditch The Box, host David Marinac talks with Laura Zielinski, editor in chief of Brand Packaging, a leading resource for those in the packaging industry. Laura explains why brands must focus both on the packaging of their product and the other ways they are communicating their message to the masses. Keeping up with current marketing trends is essential for all partners involved in the production and distribution of a product. This is why Brand Packaging has become a leader in supplying insights and news from experts to decision makers in the industry.

brand_packaging_logoLaura explains that the publication has been successful in helping professionals succeed because it doesn’t change its entire format just to appeal to specific readers. Brand Packaging determines what method of communication is right for certain audiences and incorporates messaging into that particular medium for delivery. Though technology is making it so much easier to reach consumers through video, webinars, mobile, and social media, you can’t alienate those who prefer print. Companies that are able to show their expertise on their product – without being overly promotional – will educate and inform readers, earning their trust and taking the first steps toward building a loyal customer base.

Businesses putting out content to help build their brands must also consider that an abundance of material is not always the answer. All marketing and branding efforts must be informative and accurate, which is something Brand Packaging takes careful action toward enforcing. The company’s website, brandpackaging.com, accepts contributed content from professionals looking to share knowledge about their area of expertise, as well as their products and services. It’s important to understand who your audience is and come up with the best strategies for telling your brand’s story no matter which communication tool you are using.

In the program, David and Laura share an exciting advertising opportunity that companies can take advantage of to best reach brand owners and industry leaders. Also discussed is an upcoming even, taking place Oct. 12-14 in Chicago, called the Packaging That Sells Conference. This conference provides attendees the opportunity to meet influential brand marketers and design teams in the packaging industry and learn powerful new ways to connect with consumers and build your brand. Check out packagingthatsells.com to learn more.

 

Hot Brands & Major Retailers

Imagine a type of meat that is both lower in fat higher in protein, iron, and antioxidants than any other you’ll find at the grocery store or from your butcher.

It’s just as delicious as a juicy beef burger but is a better option for those sticking to a healthy diet. It’s a special food product that comes from an animal only found in the United States and Canada. Can you guess?

The answer is bison, and it’s taking the food industry by storm.

On this week’s episode of Ditch The Box, host David Marinac talks with Kevin Lamar, VP Sales and Marketing at Golden Bison, about the health benefits of this special meat and the significant role it can play in the diets of folks looking to change their lifestyle and shed excess weight. Food service professionals and retailers can order this savory, low-cholesterol meat online from Golden Bison, which is also the only purveyor of bison deli meats, including salami, pepperoni, and even bacon. High Plains Bison

Not only is bison now readily available for businesses, individuals can enjoy this healthy meat in customized, pre-prepared meals from Plainsmart. This “gold standard of protein” allows you to feel full after you eat it, making it the perfect addition to a weight-loss program. Plainsmart offers delicious bison breakfast sandwiches and gourmet bison with bourguignon sauce as two options that are part of its unique diet and exercise program featuring healthy and convenient shelf-stable meals.

Lamar explains that this weight management program is the most scientifically based in the industry, and communicating this through the brand message is key. “Brands package meanings,” he says, and there must be a relationship between customers and professionals in an organization to get the message across. This is why individualized experiences – beginning with the customized products to personalized marketing strategies – are key for brand building.

Tri CorOnce your food product and its packaging has been perfected with the customer in mind, it’s time to get it on the store shelves. Our second guest is Art Johanson, Director of Sales and Marketing at Tri-Cor, whose company works to make sure store displays are highlighting and showcasing products with the very best eye-catching signage. From pallets in big-box stores to floor, shelf, and counter displays, first impression is everything to a customer. If your product isn’t out on the shelves calling shoppers’ names with appealing, show-stopping designs, your marketing efforts have been wasted.

Tri-Cor’s goal is to make companies look good, and retail signage plays a big part in this. Anything that grabs your attention in a store environment when walking through the aisles is prime real estate for communicating the message of your brand. Johanson says his company stands out from the crowd because of its passion for creative design and its focus on the customer. The creative team will present three different display designs to a client, listening to their needs and giving them a choice.

Producers know their retail packaging is the signature they leave everywhere – it helps consumers recognize their brand and reflects the quality of the product inside. All efforts to show off your product must be treated with the same time and care as the product itself. From personalized marketing that establishes your company as credible and knowledgeable, to one-on-one meetings and conversations with customers, it’s ultimately about serving their needs and delivering superior products time after time.