There is no denying that consumers are spending more time at home since the start of the pandemic. New patterns of eating and snacking at home have taken hold. This creates an opportunity to exercise a different kind of innovation, one that meets new occasions with the tried-and-true beloved brands, packaged in different ways.
Over the next few months, Hershey will unveil two new pack types created based on changing consumer behavior and the evolving retail landscape: the Pantry Pack, which holds 25 snack-size pieces of Reese’s, Kit Kat, or York; and the King Size Multipack, which holds four king-size bars of Reese’s, Reese’s Sticks or Kit Kat.
Designing the Pantry Pack
The idea for this pack, which is a recyclable box about the length of an egg carton filled with individually wrapped pieces, came from Hershey research revealing the popularity of snack-size candy.
Traditionally, the snack size has been associated with Halloween and other seasons and sold in lay-down bags. But research found that shoppers are enjoying these individually packaged pieces on a daily basis, year-round. This new type of snack package keeps treats more neat and organized. The design allows consumers to have their favorite candy on hand to treat themselves and share with their family at the times that they wanted it most—without taking up too much kitchen real estate.
Research shows that people want packaging that fits efficiently in the space it’s stored; they want containers that open and close easily and that stack cleanly. Testing of the new packs with consumers showed that 35 percent stored the pack in their refrigerator; that organized storage offered easy access and portion control; and that they valued a sleek and versatile design that could feel equally at home on a countertop, or tucked into the pantry or fridge.
To an outside observer, a new pack type might simply seem like a different arrangement of already existing items. But it’s based on deep insights and retail partners who understand how consumers think and shop.
This post is sponsored by The Hershey Company