Picture some of the most iconic packages in the food and beverage industry: the KFC bucket, the silhouette of a Heinz ketchup bottle, the curvy handles atop an angular Happy Meal, the stark yet immediately recognizable Starbucks cup. All of these conjure up powerful emotions in the minds of those who see them, be it memories, feelings of hunger or thirst, or a check to see if there’s time for a Starbucks run.
Given the effect packaging can have on the consumer psyche—not to mention how it keeps menu items hot or cold, moist or crispy, and in or out of the customer’s lap—why would one wait for the end of the new-product process to identify the best packaging?
Unfortunately, many retailers do just that, leading to extra time in R&D or a final package that doesn’t perform as needed. So to help you think more proactively about foodservice packaging, we spoke to experts about innovations in materials, technology and design, as well as tips to help you prioritize the packaging process.
Performance, Price & Sustainability
Packaging choices continue to proliferate as manufacturers focus on developing new materials and technology. While performance comes first, with price point not far behind, many innovations have sustainability in mind.
According to Lynn Dyer, president of the Foodservice Packaging Institute (FPI), Falls Church, Va., two of the biggest innovations of the past few years were the introduction of recycled content into polystyrene containers and insulated polypropylene—which gives the plastic insulation level similar to foam. Marketplace proof: Sheetz’s recent coffee-program revamp included the launch of a fully recyclable, BPA-free cup made out of No. 5 polypropylene—an element it touted right alongside its state-of-the-art brewers and more than 1,000 drink possibilities.
Some of the latest plant-based material innovations include bagasse, a fibrous byproduct of the extraction of juice from sugarcane, as well as sugar beet pulp, which is combined with a biodegradable polymer for a package that acts like soft polystyrene or polypropylene. Compostable pulp-based packaging is growing in prominence, and manufacturers are even working with straw, wheat and mushrooms to further expand sustainable packaging options.
“There are all kinds of newer products that are coming into the marketplace. The questions are: Do they perform as they are used to, and what’s the price point?” says Dyer.
Efficiency is also delivering on sustainability needs, including coatings and other advancements that allow for raw-material reduction along with strong performance. (See p. 63 for examples of some recent packaging innovations.)
“That’s a headline you hear a lot in our circle: How we can do more with less? What is the right package design and material to deliver the best performance relative to the menu item that delivers a positive consumer experience, while balancing cost?” says Lauren Mikos, marketing director of LBP Manufacturing Inc., Cicero, Ill.
Along with recyclability needs are demands for compostable packaging, “which is interesting because there are not a lot of facilities that can compost foodservice packaging nationwide,” says Cliff Albert, vice president of sales and marketing for Seda North America, Mount Pleasant, Wis., which, however, still offers compostable paperboard packaging products.
Retailers may deprioritize compostable or recyclable packaging for just that reason—lack of control. “It’s not just in the operators’ hands,” Dyer says, especially compared to other more direct initiatives such as LED lights or low-flow toilets.
Nonetheless, manufacturers continue to hear the call for compostable items and are tracking local municipalities to see where the infrastructure is growing. “There is overwhelming demand for compostable offerings,” says Jason Horbac, assistant product manager for Sabert, Sayreville, N.J.
Following Trends
One element that is in the retailers’ hands is design, and trends in packaging designs are directly reflecting consumer trends. The growth in both snacking and better-for-you items has influenced foodservice packaging, evident in the increase of compartmentalized, bento-type boxes that allow for customized meals or snacks. Such packaging also keeps items of varying moisture separated—think chips and salsa or veggies and dip.
Advancements in digital printing have opened up design opportunities for retailers, including better graphics and smaller run requirements.
But above all, packaging design is focusing on two elements: convenience and freshness cues, the latter increasingly influencing the decision-making process.
“Clear packaging, in which the customer can see the quality of the food contents, lets the product sell itself and leads to an increase in impulse buys,” says Jack Tilley, market research manager for Inline Plastics Corp., Shelton, Conn.
Consumer enticement and trust should drive grab-and-go packaging decisions nearly as much as the performance itself, which is why some retailers are moving toward pulp or paper bottoms with clear plastic tops, or paper bags with plastic windows.
When it comes to made-to-order items, the focus shifts from visibility to matching the heightened service. “Retailers are willing to spend a little more on the packaging because they are trying to deliver an improved presentation and a higher quality dining experience,” says Kevin Dunn, national sales director for LBP Manufacturing.
Harness the Opportunity
It’s worth pointing out that the retailers contacted for this story would not speak on the record—perhaps an indication of the increased importance of packaging in the product-development process. So how can retailers better harness the opportunities inherent in the right packaging? For one, make packaging decisions in tandem with new-product development. FPI provides numerous resources for members, including an extensive “strategic sourcing guide” for finding the right package and assistance in sending requests to suppliers. (See p. 64 for a portion of the guide.)
“The earlier in the process operators assess packaging issues, the better,” says Tilley.
Along with answering the right questions based on your performance needs, think about how the package will project your overall foodservice program. For one, use your container as a brand ambassador.
“We’re starting to see more operators recognize that their packaging ... can be used as an extension of their brand,” says Dyer. “It’s free advertising.”
It should also reflect the quality inside. “When you go through a revamp of your program, it’s critical that you package the final product in a way where customers see more value in what they’re buying,” says Albert of Seda. “That’s ultimately what the consumer sees. They don’t see all the work that you’ve done.”
Finally, consider how everything looks together. “A lot of times the food is grouped together in a logical manner, but the packaging makes everything look like it’s out of place,” says Horbac of Sabert. “Stick with a specific type of packaging, even if it’s the same look in different materials. The sense of cohesion leads to a more upscale perception.”
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